Kleenex Aroma

From Reactive Care to Proactive Rituals

@Harvard GSD | Brand Strategy Group Work

Role
Product Lead, Go-to-Market Lead
Advisor Teran Evans
Global Chief of Design at General Mills
Harvard University Graduate School of Design

Teran Evans
Global Head of Brand Design at Amazon Music
Harvard University Graduate School of Design
TeammatesMarket Research | Lingxia Lu, Haolei Zhang
Pitch Narrative | Victoria Bartoszewicz, Xiluva Mbungela
Product Design | Alex Limber, Jerry Zhang
UX Design | Chloe Ni, Cheryl Yan
Graphic Visuals | Leah Bian, Anyang Zu

Project Overview
I led an 11-person cross-functional team to develop Kleenex Aroma, a wellness-focused product ecosystem exploring how a legacy consumer brand could expand through sensory experiences and recurring engagement models. Translating user research and market insights into validated prototypes, I led product development and go-to-market strategy, shaping execution-ready brand assets and commercialization pathways.
Award
Awarded Distinction from Harvard GSD and industry recognition from IDEO, Nike, and Coca-Cola leadership.
Press
↗ Harvard Gazette

1. Context

In June 2025, Kimberly-Clark divested Kleenex’s international sector due to weak profitability and eroding premium positioning. Why did this happen to the facial tissue category’s champion?

Kleenex is boxed into a narrow identity of “sickness”
that now limits its future growth.

2. Research

In June 2025, Kimberly-Clark divested Kleenex’s international sector due to weak profitability and eroding premium positioning. Why did this happen to the facial tissue category’s champion?

Insight

Source:
Physical & E-Commerce shelf analysis
Social media analysis (Instagram, Website)

Competition Analysis

Source:
NYT’s 2011 analysis of Kleenex’s seasonal sales pattern
Physical & E-Commerce shelf analysis
Social media analysis (Instagram, Website)

Target Customer

The high-value behavioral consumer tribe in need of this convenient wellness are the ‘Glow Getters’

Pain Point | No time to catch a breath while balancing work and duties.

Kleenex is boxed into a narrow identity of “sickness”
that now limits its future growth.

4. Strategy

Product team created an aromatherapy-infused product line that integrates essential oils into mist systems and tissues, helping wellness-minded consumers manage energy, stress.

Brand Position Shift

The high-value behavioral consumer tribe in need of this convenient wellness are the ‘Glow Getters’

Pain Point | No time to catch a breath while balancing work and duties.

Aromatherapy

Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.

5. Brand Assets

Product team created an aromatherapy-infused product line that integrates essential oils into mist systems and tissues, helping wellness-minded consumers manage energy, stress.

6. Product

Product team created an aromatherapy-infused product line that integrates essential oils into mist systems and tissues, helping wellness-minded consumers manage energy, stress, and recovery throughout their day.

Shape Research

Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.

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Prototyping

After 10+ interviews, 12+ design ideas, 5 propotypes, and 8 simulations, we finally had an at-home recovery device.

Product 01

Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.

Product 02

Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.

How can we leverage Kleenex's 100-year legacy and extend into a future of wellness?

7. Retail

The homepage features Work and Rest pods, an interactive quiz for personalized picks, flexible subscriptions, and clear ingredient and sustainability info. The Ounce Community brings like-minded women together around modern wellness.

6. Go-to-Market

The homepage features Work and Rest pods, an interactive quiz for personalized picks, flexible subscriptions, and clear ingredient and sustainability info. The Ounce Community brings like-minded women together around modern wellness.

Go-to-Market
After 10+ interviews, 12+ design ideas, 5 propotypes, and 8 simulations, we finally had an at-home recovery device.