Hand wash is no longer just about hygiene—it’s about skin care, experience, and lifestyle. This global case decodes how fragrance, texture, and packaging impact sentiment. In the West, leaky pumps and overpowering smells hurt loyalty. In Asia, consumers want subtle scents and moisturising benefits. Brands that align with these needs, down to the ingredient level, can turn daily routines into moments of delight—and gain a premium edge.