New Wave Wet Wipes
By Elena Sullivan

Wegmans dry facial cleansing cloths are easy to use while traveling.

The traditional wipe has metamorphosed into an influx of wet wipe variations.

Remember when retailers only sold one kind of wipes? Not too long ago, the need for quick, easy, convenient, cleaning products for every type of activity from cleaning our bodies, to cleaning a counter, arose and sparked an evolution of traditional moist/wet wipes. Wet wipes have transformed into antibacterial wipes, baby wipes, toddler wipes, facial cleansing wipes, toddler wipes, household cleaning wipes, nail polish removal wipes, tanning wipes, and the list continues.

Make-up Removal Made Easy

A common product that is popping up at mass merchandisers, drug chains, and supermarkets alike is make-up removal wipes or cloths.

Retailers have solved the problem of traveling with bottles and containers of facial cleansing liquids that can leak, by introducing wet and dry make-up removal wipes, the dry ones only needing water to be affective. Both types of wipes come in small easy to re-close packages.

For travelers, dry make-up removal cloths are a perfect replacement for liquid cleansers. Wegmans, Rochester, NY, has picked up on this idea by offering customers facial cleansing cloths that state on the box, “simply add water.” The cloths are packaged in a relatively small box with calming shades of blue waves adorning the right side. The product is made for all skin types, gently removes make-up, deep cleans and moisturizes skin and compares to Olay. Wegmans even includes five easy steps explaining how to use the cloths. A box of 30 cloths costs $3.99.

Moist, facial cleansing towelettes seem to be a hot commodity. THe cloths make appearences in most stores while dry facial lathering cloths are following close behind, but are not as visible as the moist towelettes. Wal-Mart, Bentonville, AR, joined those who offer the cloths. Under its Equate line, customers can clean, exfoliate and moisturize their skin in one step. The tendency of retailers seems to be packaging the facial cleaning cloths in light pleasant colors and the majority–excluding Wal-Mart–come in small, light cardboard boxes. Wal-Mart’s Equate lathering cloths are packaged in a clear, compact, hard plastic container with a light pink label. In the lower right hand corner is a small picture of a lady’s head with long flowing hair in a darker shade of pink. 30 cloths cost $3.47.

Additionally, Target, Minneapolis, MN, stocks its shelves with facial cloths, but calls them everyday facial exfoliating lathering cloths opposed to Wal-Mart and Wegmans who market their cloths as simply facial cloths. Therefore, at Target, the customer immediately realizes that the cloths not only clean but also exfoliate. Containing Beta Hydroxy, the cloths clean, exfoliate and moisturize, and also hydrate skin while cleaning with added lather. 30 cloths retail at $3.49.

CVS, Woonsocket, RI, retails its facial cleansing cloths at $4.49 for a box of 30 cloths. Just by adding warm water, the plush cloths release a lather that gently lifts away dirt, oil and make-up.

Not as easy to transport as the dry cloths, facial cleansing towelettes resemble baby wipes in appearance but the packaging is fashioned more for adults. For example, under its Equate line, Wal-Mart offers facial cleansing towelettes for cleansing and make-up removal in a clear, hard plastic container with a sea green label and the same picture of the lady as the dry cloth package. On the box is a red sticker with yellow writing that states that the package contains new, ultra soft cloths. It is interesting to note that inside the clear container is a sealed bag containing the wipes in order to maintain the freshness of the product. A call-out exclaims that the wipes are ‘express 3-in-1’ due to the fact that they clean, refresh and moisturize.

Wegmans sells facial cleansing towelettes that gently remove make-up, deep clean, and are easy and convenient. The packaging as well as the product is comparable to Pond’s facial cleansing towelettes. A box of 15 sells for $2.19 and 30 for $3.29.

CVS, under their exclusive line, Lumene, displays a small travel pack of cleansing cloths called Express Touch that contain conditioning oat milk.

A Melange of Moist Wipes

Medicated wipes are also becoming a staple on shelves. Meijer, Grand Rapids, MI, offers pre-moistened medicated wipes for $3.47 that are intended for hemorrhoidal use and contain witch-hazel. Target and Wegmans also sell medicated wipes with witch-hazel and aloe, which compare to Preparation H medicated wipes.

In terms of the variety of wipes that retailers offer, of all the stores that PL visited, Target had the most variety. In addition, to moist wipes, facial cleansing wipes, baby wipes, toddler wipes, and medicated wipes, consumers can also find feminine wipes. However, it is interesting to note that Target feminine wipes contain the almost the exact same ingredients as Wegmans kid wipes. The only distinction is that the feminine wipes contain Glycerin and the kid wipes contain Propylene Glycol.

Travel packs are popular in drug chains. Resealable packets of 12 can be found at Duane Reade, cased in a soft plastic package. At the checkout counter Rite Aid sells a small hard plastic container of 36 wipes.