Probably a dumb question, but do you rub Cetaphil on your face when it's dry and with dry hands and then rinse off? All other face washes I've wet my face first and then rubbed in the wash, or even added water to it in my hand.
You could probably do either? Using a cleanser without splashing your face with water first will give it a stronger effect; the water dilutes the cleanser. Even with milky cleansers like Cetaphil, I always wet down my face first - it's personal preference and I need the cleanser to be as gentle as possible.