The insert, which will appear in several magazines, including Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living, comprises a four-page glossy card bearing the slogan: 'It's like 80 little pashminas in a box.'

When the card is opened, a full-size tissue box containing a Kleenex Ultra Soft tissue pops up. inviting the reader to touch the product.

The page backing the pop-up contains information about the new tissues and features images of former model and radio presenter Lisa Snowdon modelling a dress made of tissue.

The pop-up box was produced by Alderson from a single sheet. It was cut, folded and glued to create a mechanism that enabled it to pop up across the spine of perfect bound magazines.

The initiative was developed by IPC Innovator, the publisher's centralised insert and cross-platform direct response division, media agency Mindshare, Kleenex and Alderson.