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The only time I ever paint on lather is if I'm using some kind of oily preshave that I don't want to scrub off. Seems to work fine in that case, but otherwise I agree about working in the lather.

I do it for two reasons. First, if one does it leisurely it serves as a good prep (keeps moisture on the beard for several minutes). Two birds with one stone that way. Second, it's a good way to get...