1920s
There was no such thing as a facial tissue, until Kleenex® Brand came up with a clean and convenient way to remove cold cream. Dingy cold cream towels be gone! The new global icon was born on June 12, 1924.
The Kleenex® Brand invents the Facial Tissue Category.
Kleenex® Facial Tissue 200s is introduced in Canada as a replacement to the handkerchief.
Ads run in popular women's magazines featuring screen star testimonials.
The First POP UP® cartons with a perforated opening are sold.
Always an innovator, Kleenex® Tissue is first on the market to offer color varieties.
DID YOU KNOW?
The marketing minds at Kimberly-Clark knew the best way to get people excited about this new category was to have famous and beautiful people credit Kleenex® Tissues for their clear complexions.
1930s
The Kleenex® Brand is swamped by letters from consumers advocating using these facial tissues for colds. Now Kleenex® Tissues can benefit women and men. The company responded with a new positioning: The handkerchief you can throw away!
Kleenex® Tissues offered the first printed tissues.
Paper towels are introduced to the American marketplace.
Kleenex® Brand launches the first Pocket Pack tissue.
The Story of Mary Marlin Radio Show is sponsored by Kleenex® Tissue.
DID YOU KNOW?
"Radio is the main entertainment of the 30s and Kleenex® Tissue chooses to advertise on the radio soap opera, The Story of Mary Marlin. This serial is hugely popular and had a modern storyline; the main character was a female senator!"
1940s
Support for World War II has taken over the hearts and homes of America. Paper restrictions limit Kleenex® Tissue production, but not its innovation and spirit. During World War II, the same material used for Kleenex® Tissue is used for sterile dressing by field doctors and nurses. Popular promotions and advertising continue and become hallmarks of the facial tissue brand.
Launch of the Kleenex® MANSIZE® Tissue. The brand's True Confessions campaign yields a whopping 125,000 responses of how consumers use their Kleenex® Tissues!
During World War II, paper restrictions are imposed, resulting in the launch of Kleenex® CHUBBY® in Canada.
Little Lulu sings the praises of Kleenex® tissue.
Paper restrictions are lifted and Kleenex® 200 returns.
The Eyeglass Tissue is introduced. The Kleenex® Tissue Quadrant Design is on display at the Museum of Modern Art.
DID YOU KNOW?
Little Lulu, a popular character from the Saturday Evening Post, reminds people to help the war effort by conserving their resources. In 1949, she is featured on one of Times Square's largest billboards ever supporting Kleenex® Tissue!
1950s
In this exciting era of American optimism, the Kleenex® Brand remained an innovative leader with new celebrity tie-ins and endorsements. Not the least of which is Little Lulu, who appears in popular paintbooks and as dolls and masks. Her 1954 book of magic tricks features slight-of-hand tricks with a Kleenex® Tissue!
Creative Display Materials include animated Little Lulu characters and Arthur Godfrey tie-ins.
Kleenex® Brand sponsors The Perry Como Hour on TV.
The Brand's Paper Dinner Napkins are introduced.
Sneezin' Seasons displays introduced.
DID YOU KNOW?
Kleenex® Brand uses a marketing tactic that is still popular today! In 1957, a Kleenex® Tissue tear-out strip and 50 cents can win you a Perry Como album. 330,000 people request the album, which retails for $1.29.
1960s
The end of the 1960s felt very different than the beginning; American habits, images and icons were changing rapidly. To stay on top of a changing population, Kleenex® Brand moves its advertising on CBS from evening to daytime programming anticipating emerging daytime television popularity.
The introduction of Kleenex® SPACE SAVER® packs results in reduced box sites.
Kleenex® Juniors are launched.
The Kleenex® Purse Pack hits the marketplace.
The first upright tissue box arrives on shelves with the introduction of Kleenex® Brand BOUTIQUE® tissue.
The Kleenex® Brand Boutique tissue is introduced in Canada.
DID YOU KNOW?
Celebrity endorsements are back. Henry James unsuccessfully tries to blow through a Kleenex® Tissue on his trumpet, showing that tissues have not only gotten softer, but stronger, too!
1970s
The Kleenex® Brand ushered in new styles and designs to reflect the latest trends, especially the Kleenex® BOUTIQUE line.
The introduction of Kleenex® Brand CASUAL tissue and starburst prints.
Popular TV star Joanne Worley represents the Kleenex® Brand in a new campaign.
DID YOU KNOW?
Celebrity endorsements are back. Henry James unsuccessfully tries to blow through a Kleenex® Tissue on his trumpet, showing that tissues have not only gotten softer, but stronger, too!
1980s
Bringing new innovations to the marketplace while turning the big 6-0, the Kleenex® Brand introduces SOFTIQUE® tissues, the first scented tissue, and BUNDLE PACK packaging, popular with the cost-conscious consumer.
Introduction of Kleenex® Brand SOFTIQUE® Tissue.
Introduction of Kleenex® Brand Bundle Packaging.
Kleenex® says Bless You Campaign. The Kleenex® Holiday Collection is launched in Canada.
DID YOU KNOW?
A Hollywood screen legend redecorated his bathroom to match his favorite Kleenex® Brand product only to learn that Kimberly-Clark is replacing that shade. But the company offered him a lifetime supply to make up for it!
1990s
Increased popularity of specialty packages gives way to a new line of Kleenex® Expressions® tissues and Kleenex® Holiday Collection both created to celebrate consumers decorating choices and spirit!
Introduction of Kleenex® Ultra the first 3-layer tissue.
Introduction of Kleenex® Brand SOFTIQUE® Tissue.
First introduction of designer graphics with Kleenex® Expressions® tissues.
Kleenex® Expressions® introduced in Canada. Kleenex® Travelers introduced. Kleenex® Coldcare line of products.
Kleenex® introduces new designs from 6 color printing process for its Expressions® tissues.
DID YOU KNOW?
In the 1990s Kleenex® Brand gave consumers many new choices. From more design selections, to designer graphics to an innovative 6-color printing process, Kleenex® Tissue entered a new world of color. Another new link, Coldcare, is created to offer more comfort during cold and flu season.
2000s
The Kleenex® Brand is now comforting families in over 150 countries. To meet consumer demands, more quality products are developed to comfort those with colds, allergies, or special needs.
Kleenex® with Lotion is introduced.
Reintroduction of Kleenex® Tissue with Menthol.
Kleenex® Ultra Soft is introduced. Kleenex® Anti-Viral* is introduced.
Kleenex® Oval Expressions® are introduced.
Kleenex® Brand Let it Out® campaign mykleenextissue.com launches, allowing consumers to create their own, custom Kleenex® Tissue Boxes
Kleenex® Brand introduces "Slices of Summer" wedge boxes
DID YOU KNOW?
Some cold & flu viruses can live in tissues for up to 24 hours? Yikes! That fact helped to prompt the creation of Kleenex® Anti-Viral* Tissues!
*Kills 99.9% of cold and flu viruses in the tissue within 15 minutes. Virucidal against Rhinoviruses Type 1A and 2; Influenza A and B; and Respiratory Syncytial Virus; in the tissue within 15 minutes.
* These innovations are Kimberly-Clark innovations. Some of these innovations may not be available in your country