Kleenex Aroma
Kleenex Aroma
Kleenex Aroma
From Reactive Care to Proactive Rituals
From Reactive Care to Proactive Rituals
From Reactive Care to Proactive Rituals
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.
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.
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.
ROLE
ROLE
ROLE
Product Lead, Go-to-Market Lead
Product Lead, Go-to-Market Lead
Product Lead, Go-to-Market Lead
SKILLS
SKILLS
SKILLS
Product design
Prototyping
Interactive design
AI-assisted GTM
Product design
Prototyping
Interactive design
AI-assisted GTM
Product design
Prototyping
Interactive design
AI-assisted GTM
TIMELINE
TIMELINE
TIMELINE
2026
2026
2026
RECOGNITION
RECOGNITION
RECOGNITION
Awarded Distinction from Harvard GSD and industry recognition from IDEO, Nike, and Coca-Cola leadership.
Awarded Distinction from Harvard GSD and industry recognition from IDEO, Nike, and Coca-Cola leadership.
Awarded Distinction from Harvard GSD and industry recognition from IDEO, Nike, and Coca-Cola leadership.
TEAM
TEAM
TEAM
Market 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
Market 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
Market 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
01 Context
01 Context
01 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?
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?
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
Insight
Insight
Source: Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Source: Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Source: Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Competition Analysis
Competition Analysis
Competition Analysis
Source: NYT’s 2011 analysis of Kleenex’s seasonal sales pattern; Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Source: NYT’s 2011 analysis of Kleenex’s seasonal sales pattern; Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Source: NYT’s 2011 analysis of Kleenex’s seasonal sales pattern; Physical & E-Commerce shelf analysis; Social media analysis (Instagram, Website).
Target Customer
Target Customer
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.
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.
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.
Scroll Left
Scroll Left
Scroll Left
02 Strategy
02 Strategy
02 Strategy
Kleenex is boxed into a narrow identity of “sickness” that limits its future growth. Our strategy asks how Kleenex can leverage its 100-year legacy to extend into a future of wellness, shifting the brand from reactive care to proactive rituals.
Kleenex is boxed into a narrow identity of “sickness” that limits its future growth. Our strategy asks how Kleenex can leverage its 100-year legacy to extend into a future of wellness, shifting the brand from reactive care to proactive rituals.
Kleenex is boxed into a narrow identity of “sickness” that limits its future growth. Our strategy asks how Kleenex can leverage its 100-year legacy to extend into a future of wellness, shifting the brand from reactive care to proactive rituals.
Brand Position Shift
Brand Position Shift
Brand Position Shift
Visual Cues
Visual Cues
Visual Cues
Three aromatherapy blends anchor the visual system: Energize (lemon, peppermint, rosemary), Nurture (aloe vera, bergamot, chamomile), and Wind-down (lavender, patchouli, cedarwood). Each blend carries its own color and botanical imagery across products and packaging.
Three aromatherapy blends anchor the visual system: Energize (lemon, peppermint, rosemary), Nurture (aloe vera, bergamot, chamomile), and Wind-down (lavender, patchouli, cedarwood). Each blend carries its own color and botanical imagery across products and packaging.
Three aromatherapy blends anchor the visual system: Energize (lemon, peppermint, rosemary), Nurture (aloe vera, bergamot, chamomile), and Wind-down (lavender, patchouli, cedarwood). Each blend carries its own color and botanical imagery across products and packaging.
03 Product
03 Product
03 Product
The 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.
The 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.
The 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.
Prototyping
Prototyping
Prototyping
Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.
Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.
Studying existing wellness and portable products reveals a design language that uses filleted rectangles and soft geometries, which informed our products.
Testing
Testing
Testing
After 10+ interviews, 12+ design ideas, 5 prototypes, and 8 simulations, we finally had an at-home recovery device.
After 10+ interviews, 12+ design ideas, 5 prototypes, and 8 simulations, we finally had an at-home recovery device.
After 10+ interviews, 12+ design ideas, 5 prototypes, and 8 simulations, we finally had an at-home recovery device.
04 Retail
04 Retail
04 Retail
