This year marked a shift in the cleansing = mildly acidic formula. While mildly acidic and soothing keywords were still dominant until the first half of the year, mildly alkaline cleansing products gained attention in the second half, leading to significant changes in award-winning items. Unlike the award-winning items from the first half, Primera and Stridex, which focused on cleansing power, won first and second place in the cleansing foam category, confirming that the cleansing trend has changed. Notably, Primera also secured second place in both the bubble cleanser and peeling gel categories, achieving a triple crown and solidifying its position in the cleansing category. Meanwhile, among the changing cleansing trends, Banila Co. leads in the cleansing balm category, and Bioderma has maintained its strong reputation in the cleansing water category for six years since 2018. As the starting point of daily skincare, the cleansing category is receiving more attention, and consumer standards are becoming stricter. It will be interesting to see what diverse forms of cleansing and exfoliating products will lead the trend and make their debut in the awards next year.
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