The skincare brand has introduced new packaging for its Rice Water Bright Foaming Cleanser while retaining its original formula, texture, size and price
Korean skincare brand The Face Shop has refreshed the packaging of its Rice Water Bright Foaming Cleanser, while retaining the product’s existing formula, texture, size and price. The cleanser, which the company said has sold 47 million units worldwide, will continue to be offered in its existing formulation.
The packaging update gives the cleanser a new visual identity, while the company said there has been no change to the product itself. The cleanser is formulated with Korean rice extract and is positioned within The Face Shop’s Rice Water Bright skincare range.
Aashriya Sharma, Head of Marketing, The Face Shop, said, “With this packaging refresh, we wanted to give an iconic favourite a fresh, contemporary identity while staying true to what consumers already love.”
The company said the cleanser contains pesticide-free rice extract sourced from Yeoju in South Korea, a region associated with rice cultivation. Rice water has also been traditionally associated with Korean skincare practices, which forms part of the product’s positioning around rice-based cleansing.
According to The Face Shop, the Rice Water Bright Foaming Cleanser removes 99.9 per cent of impurities from pores. The company also said 100 per cent of users reported satisfaction with skin radiance and hydration following product use. These figures are based on the company’s product testing and claims.
The Face Shop has built the Rice Water Bright range around rice as a key skincare ingredient, with the brand citing more than a decade of research into rice-based skincare. The cleanser has subsequently become one of its established products in the category, with its global sales providing a key part of its product credentials.
The packaging refresh comes without changes to the cleanser’s core product attributes, allowing existing consumers to continue using the same formulation. The Face Shop said the update is intended to give the established product a more contemporary appearance while retaining the features associated with its existing offering.
