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.
Why scent strength is divisive—and how to localise fragrance for regional markets
The rising expectation of skin-nourishing formulas in everyday hand wash
Why packaging complaints are common in Western reviews, and how to fix them
Practical guidance for creating hand wash products that consumers recommend