Kleenex has been quietly expanding distribution for its facial-cleansing line with a heavy focus on e-commerce.

A rollout, expected to be complete by September, began last month with ulta.com, Amazon.com, target.com, walmart.com, CVS.com, walgreens.com, Fresh Direct and Peapod.

“We’re excited to now offer our facial-cleansing line in what is the fastest-growing channel in the skin-care category, and also where our customer is already shopping,” said Kleenex senior brand manager Eniko Olah. “We are gathering a wealth of real-time data and insights, allowing us to learn what she likes and what she doesn’t, and to tailor our messaging accordingly.”

Each e-commerce site will stock a selection of four of the line’s five stockkeeping units. The products, which launched last fall on kleenex.com, include cleansing wipes, exfoliating cushions, eye-makeup removers and cotton pads. The products range from $5 for cotton pads to $10 for everything else. Oil-blotting papers, which retail for $5, will not be included in the current digital rollout.

The facial-cleansing line is a first move for the Kimberly-Clark-owned brand into the skin-care space.

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“We’re testing in a real environment in the digital space,” Olah told WWD last year, speaking about the brand’s decision to launch with a direct-sell approach. “We’re going to take what we learn and scale up.”

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