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.

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