Well this one certainly came out of left field! Did you know that Kleenex has quitely launched a new facial care line? Yep!
Talk about a soft landing. Kleenex, the Kimberly Clark-owned facial tissue brand, is quietly entering the skin-care category. The brand has developed five stockkeeping units focused on facial cleansing, including cleansing wipes, water-activated exfoliating cushions and eye-makeup-remover pads. After a test launch with a consumer focus group in August, the products officially became available for sale last month exclusively on kleenex.com/facialcleansing. As of now, no plans for brick-and-mortar entry have been announced, but Kleenex intends to roll out its facial-cleansing products to online retailers by Q2 of 2016 — though none have been determined yet. Until then, the focus is on a direct-sell approach. “We’re testing in a real environment in the digital space,” said Kleenex senior brand manager Eniko Olah. “We’re going to take what we learn and scale up.”
Here's a closer look at all five products:
Kleenex Cotton Soft Pads
"Softly textured to work with your favorite products"
(retail: $4.99 for 85 pads)
Kleenex Eye Makeup Removers
"Clean, refreshed eyes in just one step"
(retail: $7.99 for 60 pads; comes with a refillable dispenser)
Kleenex Shine-Away Sheets
"Removes shine, not makeup"
(retail: $4.99 for 50 sheets)
Kleenex Exfoliating Cushions
"Radiant, smoother skin with just one use"
(retail: $7.99 for 12 pads; comes with a refillable dispenser)
Note: these come with cleanser built into the pad, activated with water.
Kleenex Facial Cleansing Wipes
"Freshly washed clean in just one step"
(retail: $7.99 for 25 wipes; comes with a refillable dispenser)
For more product info and to purchase, click here.
So...what do you think of Kleenex entering the facial care market? Is anything here catching your eye?