Kimberly-Clark’s Kleenex toilet tissue brand has entered the premium segment with the launch of a ‘Luxury Collection’ range.
The new Kleenex Luxury Collection currently consists of two products, Aloe Vera and Clean Sensation.
“We want to drive category value for the consumer and reframe the category to think about key benefits such as clean,”said Kimberley Finsten, marketing manager – household and intimate care at Kimberly-Clark Australia.
“This is what toilet tissue should be doing and communicating, beyond current product attributes such as soft, strong, and long.The segment is currently worth AU$17m, has grown by AU$3.2m in the last 12 months and is projected to double by 2017 to reach over AU$33million1.
Kleenex has also introduced its sustainability credentials to the new Luxury Collection, with WWF-Australia’s “Love Your Forest’ logo at front of pack, encouraging consumers to choose FSC certified products.
The campaign contributes to the protection of forests by increasing understanding of FSC and responsible forestry.