Makeup chemistries have evolved over the recent years and have become more long-wearing, waterproof and difficult to remove. Thus, many changes have occurred among products designed to remove makeup. Specifically, the facial cleansing/makeup remover wipes category is challenged to establish new strategies and adapt to the changing consumer needs and the evolving competitive landscape. A global product category review can provide the upfront understanding necessary to establish fundamental knowledge. That knowledge can in turn be leveraged when developing future products. A customized descriptive analysis method was applied to address the unique challenges of the category. The method leveraged existing methods and was augmented with new descriptive modalities, specific to the unique developments in the category. A total of seventy-one attributes were identified that spanned visual and tactile cues of the wipes, cleansing performance cues during use, as well as skin look and feel attributes after use. Thirteen facial cleansing/makeup remover wipes from global markets were selected for testing based on commercial and historical insights. Three sensorial perceptual maps were generated displaying the profiles of the thirteen products in three areas of product properties—visual and tactile, cleaning performance, and skin look and feel. These study results combined with existing consumer insights helped the R&D team to establish strategies to guide product development for this category.
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