Kleenex wants to expand the role its products play in personal care and has put the focus on beauty. The tissue brand has launched Kleenex Beauty Tissues, tissues specifically developed to be used on the skin and accompany routines such as makeup touch-ups or shine control.
The launch is especially significant for a brand closely associated with scarves. Thus, Kleenex presents Beauty Tissues as its greatest product innovation in 30 years. The proposal also takes advantage of a use that already existed informally, since tissues have been used for some time in makeup counters and professional environments to correct small errors or remove excess product. The difference is that now the company has designed a product expressly for that context. The new Kleenex Beauty Tissues have been dermatologically tested and, according to the brand, are designed with both skin and beauty routines in mind.
The brand has toured London with the “Glow & Go Taxi”
To present them, Kleenex has chosen one of the main international fashion showcases: London Fashion Week. And he has done so by taking the product to the place where he believes that many of those touch-ups actually happen, between one appointment and another and with little time available.
The brand has toured London with “Glow & Go Taxi”, a taxi that functions as a small mobile beauty station. The initiative allows you to book routes between 180 The Strand and King’s Cross St Pancras, two points linked to the movement of professionals and attendees during fashion week. Inside the vehicle, a professional makeup artist performs express touch-ups using Kleenex Beauty Tissues, from removing shine before arriving at a show to solving small problems with makeup while traveling.
Original publication in the Kleenex profile on Instagram
The action thus seeks to demonstrate the product in a real context of use, making the journey itself part of the experience. The service has been made available to both industry professionals and the public and bookings are managed through Treatwell.
The approach is based on research commissioned by Kleenex on the beauty routines of British consumers. According to their results, 52% say that September means doing more beauty touch-ups throughout the day, while 36% consider it to be a busier month than usual.
The study also indicates that hybrid workers touch up their appearance outside the home more than once a day, a higher frequency than that recorded among those who work in person, completely remotely or in other environments.
“Our beauty routines are always changing and adapting to our busy lives. From fixing our makeup between meetings to getting a quick touch-up before going out, it’s clear that people want easy, reliable options that fit into their real lives.”explains Niamh Finan, Marketing Director at Kleenex UK.
The data used for the launch also points to behavior that helps explain Kleenex’s entry into this field. When Brits suffer a setback related to their appearance and don’t have their toiletry bag on hand, 43% say they resort to a handkerchief.
At the same time, 62% admit to feeling more self-conscious when they need to touch up their makeup in public and 16% would be willing to pay more for a beauty product specifically designed for touch-ups outside the home.
The trend is especially pronounced among young consumers. According to research, 70% of people between 18 and 29 years old carry out some type of makeup routine outside the home, with actions related to lipstick, general touch-ups or eye makeup. Among the spaces used are fitting rooms, mentioned by 41%, and public bathrooms, by 29%.
Behind this behavior there is also a question of time. Among the women surveyed, 24% say that doing part of their routine on the go allows them to leave home earlier and 22% say that this way they can sleep more. 17% take advantage of this time to have breakfast and another 17% to enjoy a few more minutes before leaving.
With Beauty Tissues, Kleenex seeks to transfer attributes historically associated with its tissues, such as softness and skin care, to a consumer territory closer to cosmetics. The activation during London Fashion Week serves to present this movement by linking it directly with situations of use and with an audience for whom makeup touch-ups are part of the daily routine.
