The Brief
Give Kleenex Skin Care a more meaningful role in Thai consumers' everyday skincare routines, beyond just being another tissue.
The Idea
“Care begins with the first touch.”
Thai consumers know their skincare routines, from cleansers to serums and moisturizers. But what if skincare actually starts before all that?
We introduced a fresh perspective: Kleenex Skin Care as the very first step in everyday skincare.
The Execution
Brought the idea to life with a relatable,
human-centered campaign that shifted
the conversation from tissue performance
to skin care.
Creative strategy and campaign development in collaboration with McCann.
