Velvet to launch rival to Kleenex facial tissues

Tissue manufacturer SCA Hygiene Products is extending its Velvet toilet tissue brand into facial tissues, putting it up against Kimberly-Clark’s Kleenex brand.

The facial tissue, called Velvet Performance, is being rolled out at the end of August. The launch will not be backed by above-the-line advertising, but will be supported by PR, advertorials and in-store activities.

The new product will be available in regular and man-size packs from independent grocery and pharmacy retailers, priced between &£1.35 and &£1.45.

SCA Hygiene Products group product manager Lesley Cordial says: “The Velvet Performance facial tissue will sell for at least five per cent below the price of Kleenex tissues.”

The company claims that, thanks to a new production process, the tissue will be extra soft.

The facial tissue market is worth &£186.9m a year, up 5.1 per cent on last year (AC Nielsen).

SCA Hygiene Products tissue brands include Wipe & Clean Household Towels and Handy Andies pocket tissues. Roose & Partners Advertising handles Velvet toilet tissue.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here