Albolene wants to position itself in the minds of women consumers as the go-to product for easy makeup removal. The brand has found that majority of women (83%) ages 18-54 in the United States wear makeup, yet nearly all complain about their makeup removal process.

Albolene Moisturizing Cleanser commissioned a survey, which was conducted by Neilsen, that also revealed more than two-thirds of women who wear makeup say the removal process is frustrating. For nearly half of those women, their biggest complaint is that their current makeup remover does not effectively remove all of their makeup. Forty-nine percent of women say it’s easier to just not take it off at all.

Jennifer Moyer, vice president of marketing for Clarion Brands, which distributes Albolene, said, “Women have plenty of things to worry about, and makeup removal shouldn’t be one of them. They deserve a product that removes makeup quickly and effectively…”

Albolene says it can solve this issue – just smooth it on and remove with a tissue, no need to even use soap or water. 

Albolene is instantly recognizable – the brand has used the same navy blue and white jars for decades.