As an enduring trend in consumer goods, embracing products to offer relaxation, well-being, and self-care drives the transition from brand strength to brand loyalty: consumers seek out products that bring touches of everyday luxury, and this attribute can be the key to drive consumer delight. These trends are critical to manufacturers seeking to differentiate tissue products in a highly competitive global market. With the right combination of features, tissue paper can become an experience of well-being and care. This is how the advanced softeners from Henkel’s new Aquence XTRA range are changing the game.