Kleenex has unveiled Beauty Tissues, a four-strong range hailed by the brand as its “biggest product innovation in 30 years”.
The new lineup was “designed with skin or beauty routines in mind”, Kleenex said. It comprises For Oily & Combination Skin and For Dry & Normal Skin, each in an at-home canister (rsp: £4/44 sheets) and an on-the-go format (rsp: £3/3x9 sheets).
For Oily & Combination Skin was “ideal for blotting to set make-up, removing excess product, or managing shine throughout the day”, Kleenex said. It features B3 and promises to absorb oil “in seconds” while also removing “up to 80% of oil & unwanted shine”.
For Dry & Normal Skin was “perfect for make-up touch-ups or moments of self-care” and helped to “maintain skin’s natural moisture”, said Kleenex. The tissues feature Japanese Hokkaido milk – a premium dairy product renowned for its smooth texture – and glycerine lotion to help to protect skin from moisture loss.
Both dermatologically tested Beauty Tissues variants were “designed to work with the skin, not just wipe over it”, Kleenex said. “For too long, people have relied on ordinary tissues or wipes for make-up touch-ups and shine control – products never created for these moments. Kleenex Beauty Tissues were developed to change that, with two variants tailored to different skin needs and infused with skin-loving ingredients.”
The innovation will be available from next month via Amazon, Asda, Waitrose, Morrisons, Ocado, Sainsbury’s and Tesco.
“Finally, a tissue that gets your skin,” said Niamh Finan, UK marketing director at Kleenex maker Arbex. “We’ve always been about showing up for people in the moments that matter and, increasingly, that means the beauty moments, too. UK beauty and personal care spend grew 6.6% last year alone, a clear sign that consumers are investing more than ever in how they look and feel.
“By listening to what consumers actually need throughout the day, from managing shine to a quick moment of self-care, we created Kleenex Beauty Tissues to fit seamlessly into modern beauty routines. This isn’t just an extension of our tissue range, it’s a genuine innovation – and the biggest one we’ve launched in 30 years.”
No comments yet