Kleenex has long been associated with facial tissue – since 1924, in fact – and now they are moving beyond the nose, and into the world of beauty and skin care. This new range of products includes exfoliating cushions, moist facial wipes, cotton soft pads, moist eye make up removers and shine away sheets featuring innovative fabric-based technologies. Each product has been ergonomically designed using Kleenex’s textured multi-layered fabric, and gentle cleansers infused with a pro-vitamin complex for noticeably healthier looking and feeling skin.
The design centers around a ‘bloom’ illustration created to inspire the idea of radiance with its soft glowing shapes; cues from the world of beauty including metallic touches of silver were then added in the shape of an uplifting flower which sits underneath the Kleenex logo. The product features front and center as a key way finder but also to illustrate the uniqueness of each component of the range. A simple color navigation bar creates the base for the design. The overall aesthetic, which is both clean and radiant, captures the key consumer benefits.