Skincare brand Neutrogena is hoping to transform the nation’s skincare routine with the launch of an innovative new power cleanser.

The Neutrogena Wave is a battery-operated cleanser that is said to give a deeper, more effective clean thanks to its unique vibrating action.

The product has caused a sensation in the US where it launched a year ago, according to Neutrogena brand manager Sam Thomson, who said four were sold every minute. “Our research has shown us that 16-30 year olds are always looking for the next big thing and that technology is a major driving factor,” he explained. “We believe this is genuine innovation and a real breakthrough in the way people use their cleansing products.”

An individual cleansing and moisturising pad is attached to the head of the Wave before each use and is discarded afterwards. The pad’s cleansing agents are activated with warm water, before switching on the Wave to start its vibrating action. The pad is then applied to the face where the foam is said to penetrate deep into pores for cleaner, softer skin.

While the Wave is fully waterproof and designed to remove make-up, it is not suitable for use on the delicate skin around the eyes, meaning eye make-up should be removed with a separate cleanser.

The Wave launches exclusively in Boots on November 24 before rolling out nationwide in supermarkets and pharmacies in January 2009. A starter pack including the Wave and 14 pads is priced £12.99 while a pack of 30 refill pads costs £4.99.

Source: The Beauty Magazine website 7.10.08