Kleenex Functional Tissue

A daily thought from Daniel Hinde, Founder of Greatergood® Brands
August 11, 2026|In Retail, Brand Design, FMCG, Packaging Design, Daily Thoughts
Kleenex Functional Tissue
Kleenex Functional Tissue

Kleenex just launched a functional tissue with Niacinamide & Japanese Hokkaido Milk

Proving that no category is safe from a functional overhaul – the brand’s biggest product innovation in 30 years – here’s why I love it…

  • The packaging design and format is perfect – a canister for dressers & home, on the go pack for out and about
  • The NPD has come from already validated ways consumers use their existing range – blotting moisture, in skincare routines – it capitalises on this and simply makes it a more fine tuned experience
  • Occasion & category shift – from “I need tissues I’m ill” – to “this is part of my skincare routine”
  • The brand visibility of beauty products vs a box of tissues is just genius

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daniel hinde
Daniel Hinde

Daniel Hinde is the Founder & Creative Director of Greatergood® Brands – a London-based branding and packaging design agency specialising in FMCG & CPG consumer brands.

With over 20 years of commercial experience building brands for global household names and hundreds of disruptive challenger brands – Daniel leads Greatergood's strategic and creative output across brand strategy, brand design, packaging design and retail strategy.

His work spans food and drink, health and wellness, supplements and everyday consumer goods – from early-stage startups preparing for their first retail listing to established brands repositioning for growth.

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