My lather is dying on my face.

I make a nice lather and put it on my face using my brush. by time I get the right side shaved the lather on the left side has gone flat. Yet, the lather remaining in the bowl looks fine. I am having to re-apply to the left side and then again to my mustache and chin area to get the job done.

I'm not trying to set any land speed records but I'm not being poky either. Takes me about 7-10 minutes to shave once I applied the lather to my face. So were talking about 2-3 minutes for the lather to go flat. This can't be normal. Surely I'm doing something wrong if its going flat that fast.

You guys got any ideas or suggestions?

Ray