K-C's Andrex poised for €3M relaunch of moist wipes brand Washables in effort to position itself as health and beauty product, target core audience of younger women

LOS ANGELES , December 6, 2011 () – Kimberly-Clark Corp.’s Washlets brand, formerly Andrex Fresh, has been relaunched in an effort to position itself as a health-and-beauty product to target its core audience of younger women, Haymarket reported Dec. 6.

Andrex claims the Washlets, which are lightly moistened flushable wipes, have an improved softness, according to the publication.

The new campaign is called “Change what you mean by clean.”

K-C is trying to change the stigma attached to moist toilet tissues, which some people perceive as a product for those who have health problems.

“This category is growing by more than 8% year on year, so represents an opportunity for us to drive additional value and sales,” said Jon White, European bath tissue director at K-C, Haymarket reported.

The primary source of this article is Haymarket, London, England, on Dec. 6, 2011.

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