Cleansing without irritation. It shouldn't be Rocket Science, but......this product actually delivers. A long history of trial and error facial care has finally come to an end for me. I have spent a lot of money in my search and I'm exceedingly glad I have finally found perfection. Effectiveness Does EXACTLY what it promises! Clean skin that's neither reddened, nor suffering chemically induced stress. I used to look like I had sandpapered my facial skin with most of the cleansers I have tried over the years and I am glad I've finally found the perfect solution for my finicky skin. Ease of Application Emulsifies and applies with minimal effort and that reduces the likelihood of abrasion and irritation. Rinses easily also, or tissue off if you prefer. I have tried both removal methods and though I prefer rinsing with water, there are a couple of places I have visited where I had to tissue off the cleanser due to high mineral content in the local water.