Launched in 2017, Kleenex Daily Cleansing Cushions were designed for a broad market of people who would clean their face. However, the only buyers used the cushions for beauty care leading to its demise in 2018.
The goal was to reposition Kleenex as a broader personal care brand rather than just tissue. The move into beauty and cleansing products confused consumers—they didn’t see Kleenex as a trusted skincare brand.
