Remember when bath time was a less of a #selfcaresunday ritual and more o pre-jammies and bedtime bubble festival? Well, good news for all you kids at heart: Bubbles are back—in a major way—and they're taking the form of fun and frothy foaming body washes.
Why the sudden need to revert back to childhood traditions? Simple: To evoke the sensation of being pampered—in the shower, says cosmetic chemist Ginger King. "Dense, creamy foams give a sensorial experience," she tells Allure. "Foams denote feelings of luxury, and it's that experience that make consumers crave for more and repeat the purchase."
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Luckily, you don't need to book a fancy-schmancy trip to Canyon Ranch to reap the pampering benefits. Both big-name cleanser companies, Dove and Nivea, recently launched frothy shower whips made for all-over the body. Dove's Shower Foam, which is formulated with the same ingredients found in the brand's O.G. (and Best of Beauty-winning) body wash, spurts out a pleasant swirl of froth with a pump to keep you from reaching for your controversial (and possibly super-dirty) loofah. "The self-foaming pump provides a light, airy feel that rinses quickly to leave skin feeling soft and smooth," Leo Mollica, a research and development expert for Dove, tells Allure.
As for Nivea, the brand's new sudsmaker, Silk Mousse Body Wash, comes in three scents—Creme Smooth, Creme Soft, and Creme Moisture—and are made with fragrant essential oils, as well as nourishing silk extract and almond oil. But more than just the added appeal of indulgence, Nivea's decision to add foaming formulas to its range was, simply put, to keep up with the Joneses. "Shower mousses are a growing trend in Europe," says Jennifer Delaney, Nivea's marketing director. "Beiersdorf [the company that owns Nivea] decided to capitalize on this trend and related consumer insights to create an indulgent, sensual shower experience."
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And you know, what? Both brands are on to something here. I test-drove both formulas (separately, of course), and I've got say, I was pleasantly surprised with how just an itty bitty dollop of each foaming cleanser goes a long way. Not to sound cliché here, but showering was actually kind of fun? You know, in the, "Hey, look at all these suds!" kind of way. (I guess you had to be there.) After gently toweling off following each shower sesh, my skin—from head to toe—felt soft, smooth, and silky (just as the developers hyped that it would). What I liked best, though, is that each foaming body wash left a subtle scent on my limbs that lingered throughout the rest of the day. I still put on moisturizer, but my scaly skin was so quenched, if I'd been rushing, I could have comfortably skipped it. (The brand doesn't claim that the foams are more hydrating that the original liquid cleansers but it's worth mentioning that at least in the Dove product, moisturizing glycerin is listed third; it's tenth in the original.) Luckily, I've still got enough of each to last me for a few months, which I'll most definitely use 'till the last drop. And for what it's worth, that's going to be easier, too. "Gel formulas you have to scoop out," she says. "You can't get the last bit out as easy with non-liquids. They just won't pump." And just ask me, the pumping is where the fun begins.
Now, find out how to treat your body this weekend:
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