Kleenex heads to London Fashion Week with 'Glow & Go' taxi campaign

Kleenex will take a free Glow & Go Taxi onto London’s streets on 17 September, offering express make-up touch-ups between London Fashion Week shows.

The mobile activation will run from 2pm to 6pm, with four one-hour bookings available for up to two passengers each. A professional make-up artist will provide the service in the back of the cab during a round trip from The Strand to King’s Cross.

Bookings opened exclusively through Treatwell on 7 September via its desktop site and mobile app. The experience is free, with passengers collected from and returned to the Strand Taxi Rank opposite Australia House, London.

The activation supports the launch of Kleenex Beauty Tissues, a skin-specific range developed for beauty routines and quick touch-ups outside the home. The make-up artist will use the tissues during each appointment alongside other make-up products.

Launched in the UK on 1 September, the range includes separate variants for oily and combination skin, and dry and normal skin. Kleenex describes the launch as its most significant product innovation in 30 years.

The Oily & Combination Skin variant contains niacinamide and is designed to blot oil, set make-up, reduce shine and remove excess product. Meanwhile, the Dry & Normal Skin variant has a softer texture and contains glycerine lotion, as well as Japanese Hokkaido milk. It is designed for uses including correcting mascara smudges, refreshing make-up, removing excess product and use as part of a wider skincare routine.

Both variants are available in two formats: a £4 canister containing 44 sheets, and a £3 portable format comprising three packs of nine sheets. The products are available through Sainsbury’s, Tesco, Amazon, Asda, Waitrose, Morrisons and Ocado.

The campaign follows other beauty brands using London Fashion Week for experiential marketing. In September last year, Sol de Janeiro became an official partner of the event, hosting a Beauty Lounge for fashion and beauty professionals ahead of shows as it sought to build visibility and engage younger consumers.