Lotion is a viscous substance, not watery like a liquid and not solid like a bar of soap. Most are emulsions (highly blended mixtures) of waxes or oils in a liquid carrier.
Cleanser is a lotion made to clean things or dirt and/or oil; usually a soap diluted so it won’t irritate your face. Face cleanser goes on the face, body cleanser goes on the rest of your skin. Read the directions.
Moisturizer is a lotion for adding moisture to dry skin. Like cleansers there are different products for different body parts due to different demands of those parts, primarily the face which gets a lot of exposure as you don’t wear clothes there even though the skin is very delicate.
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