Kleenex has been building the attribute of softness over the years with products like their famous tissues. In 2019, the brand made its entrance into a new market: Beauty.

Kleenex launched a new line of facial wipes and micellar water in a category dominated by messages around functional features.

We found an uncharted territory in the emotional arena, connecting with the new type of beauty valued by women today, where perfection is not as important as feeling great in your skin.

Under the call to action “Treat yourself softly”, we invited women to do things they love, to talk nicely to themselves, to dance, laugh, appreciate their unique beauty… and give their skin the same gift of softness.

The functional benefits highlighted strongly but within a broader brand purpose and vision.