Kleenex eyes beauty market

Kleenex is moving into the beauty market with the launch of a range of cleansing products to take on established players such as Nivea, Simple and Johnson’s.


Kimberly Clark, which owns Kleenex, is investing in innovation across its portfolio of brands and the launch follows the biggest piece of consumer research it has ever carried out to find out how far it can push the Kleenex brand.

It has identified a number of areas that the Kleenex brand could extend into in global markets and says beauty is the one that has most resonance with the UK market.

Kleenex marketing manager for the UK & Ireland Chris Craig says the move takes the brand “full circle” as it originally launched in the 1920s as a makeup removal tissue and only became a more functional tissue product in the 1930s.

“Our research found that we have a strong right to play in the beauty market. Consumers are surprised we’re not there already. We’re driven by shopper insight and we’ll go where our consumers think we can go.”

“We’re a functional brand, but out brand equity is emotional – a brand that’s there and the good times and the bad times,” he adds.

Kleenex is targeting a younger female audience than the brands traditional family market and hopes that by attracting young women to the brand, they will continue to be loyal to Kleenex’s wider product range throughout their lives.

The range of four products included eye makeup remover pads, cleansing wipes, shine absorbing sheets and dry cloths, like high quality cotton wool will soft launch in Superdrug later this month and will be available in major retailers in 2012.

Kleenex is currently finalising the marketing plans but intends to launch a “heavyweight” campaign in January to support the range including TV, in store, outdoor, digital and experiential activity to drive trial.

Craig adds: “We’re coming into a massively competitive market with a real point of difference and expertise and plan to make a lot of noise. We’re bringing a variation on what’s there and hope to drive incremental value to the category.”

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 customerservices@marketingweek.com

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