Yuhan-Kimberly takes Kleenex cleansing campaign to university festivals

Yuhan-Kimberly is expanding its reach among younger consumers by promoting a new bathroom hygiene habit — using toilet paper together with flushable wet wipes — at university festivals.

The company announced Tuesday that it ran a "Kleenex Back Cleansing" campaign experience booth at the Hanyang University festival Thursday through Friday, and will carry the campaign to the Hongik University festival Tuesday through Wednesday.

The campaign was conceived around the observation that bathroom use increases during extended outdoor events such as university festivals. It introduces the lifestyle habit of pairing Kleenex toilet paper with My Bidet, the company's flushable wet wipe product, through hands-on content.

The event features an experience booth themed around a "Refresh Station." Visitors can try Kleenex toilet paper and My Bidet through interactive programs including a "Back Cleansing Challenge" and receive product samples.

The "Kleenex Back Cleansing" campaign promotes the hygiene habit of finishing up with My Bidet after using toilet paper. Beyond university festivals, Yuhan-Kimberly has been expanding the campaign to everyday settings such as baseball stadiums, airports and bookstores.

My Bidet is a flushable wet wipe product launched in 2013. A 2024 survey of 900 consumers conducted by Yuhan-Kimberly found that 45 percent used flushable wet wipes for post-toilet cleansing — a 10 percentage point increase from a 2021 survey.

As the market has grown, My Bidet has ranked No. 1 in both sales value and sales volume among domestic flushable wet wipe brands for 13 consecutive years from 2013 to 2025, according to Nielsen data.

Yuhan-Kimberly has also been expanding its My Bidet product lineup, recently relaunching the product with improved dispersibility in water. The move reflects rising demand for use outside the home — at schools, workplaces, and outdoor settings such as camping and travel.

"We designed this campaign so that college students, who are highly attuned to new trends, can experience a new bathroom hygiene habit firsthand," a Kleenex brand manager at Yuhan-Kimberly said. "We will continue to share the healthy hygiene know-how that Kleenex stands for."