Kleenex is a tissue that gets beauty

Darling Films and director Miranda May work with W Communications as Kleenex prepares to launch its biggest product innovation in 30 years. 

The brand’s latest innovation of Kleenex Beauty Tissues will see it move into skincare-inspired beauty essentials, with a range is designed to meet growing consumer demand for multi-functional, on-the-go beauty products.

Emma Drew, Head of Consumer Engagement at Arbex said: "Kleenex Beauty Tissues are the biggest innovation we have brought into the facial tissue market in decades, and through our partnership with W we are excited and proud to bring Kleenex Beauty Tissues to life with a fresh, modern and authentic creative approach. The W team impressed us from the outset with their creative ambition and sharp understanding of what it takes to launch a brand into a completely new category and the work speaks to this rigour and creativity the partnership has delivered."

W Communications founder Warren Johnson said: “Kleenex is a true household icon, so it’s a huge privilege to be coming on board at such a pivotal moment in its history, as it makes a bold move into an entirely new category, backed by genuine innovation and significant ambition. We’ll be bringing the full force of W’s creative firepower and integrated thinking to the launch.”