After a few shaves, here's my observations.

First, this is not to be watered down like cremo. Your face needs to be dripping wet and that's it.
Second, more the merrier. Putting it thick makes a big difference. I had a shave where I felt this good greasy feeling afterwards, something Proraso and Van set Haden never did.
Third, hot water is necessary to wash off your razor. This thing won't dissolve much with cold water.