Kleenex is moving into masks, antibacterials and hand gels as demand for hygiene products surges during the pandemic.
The tissue manufacturer has rolled out a range called Kleenex Proactive Care, which has launched into Waitrose, Morrisons and Amazon.
The range comprises Kleenex Proactive Care Hygiene Masks, Proactive Care Antibacterial Hand Gel (rsp: £1.50), Proactive Care Antibacterial Wipes (rsp: £1-£2/12-40pack), and Proactive Care Hygiene Hand Towels (rsp: £3).
Kimberly-Clark MD and VP Ori Ben Shai said there was “a role a trusted brand like Kleenex could play in helping consumers to develop a hygiene routine”.
He said the heritage of the Kleenex brand in the hygiene space was “one of the biggest ways we can build consumer trust and confidence in the new range”.
The launch will be backed by a marketing campaign across TV, VOD, online and social, as well as OOH and shopper marketing, with the aim of educating shoppers on the role the range can play in their daily lives, leaving them confident and “without the worry of germs”.
Kimberly-Clark also plans to donate 250,000 of its new face masks to In Kind Direct for distribution across its thousands of charity partners, who support causes such as food banks and community centres.
Ben Shai said the supplier believed it was important to “show a little kindness” in these challenging times.
It comes as sales of hygiene products have skyrocketed over the first three months of lockdown. In the spring alone they rose by 32% – an £8.4m gain [Kantar 12 w/e 17 May].
Kleenex isn’t the only supplier hoping to get in on the action: last month Persil targeted Covid-conscious shoppers with a new laundry sanitiser claiming to kill 99.9% of bacteria and viruses.