I’ve search lotion product in US for the last two years in Atlanta. There’s not a lot brand, and it usually existing in beauty store, like department brand, Sephora, Ulta. Price is not cheap, from $12 up to #35. As to my knowledge, the mass consumers won’t be willing to afford to a bottle of “water”.
Why there is a barrier of using lotion in US? Few reasons compare to Asia. Firstly, Asian consumer are probably the group of people mostly concerns of facial beauty, they spend much more effort and budget on face care vs. body care, hair care; secondly, Asian people don’t feel the troublesome of doing extra steps or complicated skin care every day, besides, they enjoy it. Lotion give them a feel of pampering. Thirdly, lotion can give them an immediate skin comfort feel that it’s hard to deny; and with the continuously usage, it really does improve the skin dry concern. While on the contrary, US consumers may not use that much time doing pampering no need an additional steps before moisturizer.
I still remember there was a study when to compare looked about Asian & Caucasian consumer’s skin status change by age. Generally speaking, Caucasian consumers has lower skin moisturization level vs. Asian consumers; while Asian has lower TEWL (Transepidermal Water Loss) than Caucasian skin. A similar study only measuring skin moisture level only in Asia. Japanese woman had less moisture decrease vs. other Asian country due to their good skin care habit. The key learning here is: a). a good skin habit the key important reason to maintain good skin status until aging; b). the earlier one start, the better skin status it will be when aging; c). in all the skin problems occur, the most fundamental problem is hydration. Enough hydration will keep better skin texture and slow down aging.
And the best way to immediately enhance skin hydration is the lotion/toner products.