Procter & Gamble has introduced Olay Cleansing Melts, a water-free facial cleanser that is only activated upon contact with water. The product consists of solid, individually dosed soap squares that dissolve and turn into foam when moistened. According to the company, the format is designed to enable thorough cleansing while using a reduced formula. The new development by P&G's skin care researchers took around ten years to complete.

Three kilometres of fibres

According to Procter & Gamble, the core of the technology is a patented spun fibre technology that is protected by more than 50 patents. The "cleansing melt tablets" consist of very fine fibres that dissolve quickly on contact with water and form microbubbles. This is intended to remove dirt, oil and sweat. According to the company, skin tone, appearance and feel would improve significantly within seven days. Procter & Gamble emphasises that each Melt is woven from more than three kilometres of the finest fibres. To develop the formula and material structure, P&G's research and development department collaborated with data scientists to use computer simulations to optimise the behaviour of the fibres and their dissolution on contact with water.

Fewer ingredients

Procter & Gamble also associates sustainability aspects with the dry format, for example by not using water as an ingredient in the formulation and significantly reducing the number of ingredients such as stabilisers. In addition, the fibres are biodegradable. According to the company, the container is also fully recyclable. Procter & Gamble says it relies on data-based forecasts and digital control to optimise stocks and availability for retail supply. The Cleansing Melts are thus also intended to serve as an example of new approaches to skin care.

Source: Procter & Gamble