Kleenex® Brand Through the Decades

Learn how we created a new product
category and continued this innovative
spirit for over 80 years!

DID YOU KNOW?
Kleenex® Brand 1920 History
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.
DID YOU KNOW?
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!
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!
DID YOU KNOW?
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.
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!
DID YOU KNOW?
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!
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.
DID YOU KNOW?
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.
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!
DID YOU KNOW?
1970s
The Kleenex® Brand ushered in new styles and
designs to reflect the latest trends, especially the
Kleenex® BOUTIQUE line.
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!
DID YOU KNOW?
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.
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!
DID YOU KNOW?
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!
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.
DID YOU KNOW?
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.
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.

1920
1920's
1930's
1940's
1950's
1960's
1970's
1980's
1990's
2000's

* These innovations are Kimberly-Clark innovations.  Some of these innovations may not be available in your country