o/w - applied to skin, rectum and vagina, suitable for water-soluble drugs (antiseptics), easily washed off, miscible with perspiration and tissue exudates, allow water evaportion from skin and cream, suitable for wet acute skin conditions, needs antimicrobial preservative, dilute with water produces lotion. w/o - less common, suitable for local protective agents (steroids), not for water-soluble drugs, resistant to begin washed, occlusive (prevent evaporation, not for wet conditions), suitable as a barrier cream for dry skin conditions, can be diluted with oil, not water