Used to be a face lathering, now it's warm scuttle to lather only as I find the scent and body of the lather develops so much more robustly when allowed to warm and develop via slowly building the lather. Also, I've come to hate putting a brush full of cold lather on my face, you just can't beat warm lather that's been allowed to brew for a little while.
As always, YMMV....