The story of Kleenex is one of innovation, adaptation, and clever marketing. It begins in the early 1920s with the Kimberly-Clark Corporation, a Wisconsin-based company that specialized in paper products. Here’s how Kleenex went from an obscure disposable tissue to a household staple:

The Origins: Wartime Innovations

During World War I, Kimberly-Clark developed a new type of paper called “cellucotton.” This soft, absorbent material was used to create bandages and filters for gas masks. When the war ended, the company found itself with surplus cellucotton and began looking for new ways to use it.

The Birth of Kleenex

In 1924, Kimberly-Clark introduced Kleenex as a disposable “cold cream remover” for women. It was marketed as a convenient alternative to cloth towels for removing makeup. The product was innovative but initially had a narrow audience. The name “Kleenex” itself was a play on “clean” and the popular brand suffix “-ex,” which suggested modernity and efficiency.

The Accidental Pivot

The real breakthrough came from customers. Kimberly-Clark began receiving letters from people who were using Kleenex for an entirely different purpose: as a disposable handkerchief for blowing noses. Realizing this unexpected use could open up a much larger market, the company conducted surveys, which confirmed the trend.

In 1930, Kimberly-Clark repositioned Kleenex as “the disposable handkerchief.” This pivot was accompanied by clever advertising campaigns, including radio spots and endorsements from Hollywood stars. The company emphasized Kleenex’s hygiene and convenience, appealing to a growing consumer focus on cleanliness and health.

Cultural Staple

By the mid-20th century, Kleenex had become synonymous with tissues. The brand expanded its product line to include various sizes, textures, and packaging styles. It also maintained its dominance through clever marketing, emphasizing its role in everyday life and during moments of emotional connection (e.g., catching tears and sneezes).

Legacy

Today, Kleenex is one of the most recognizable brands in the world, with its name often used generically to refer to all facial tissues. Its story is a testament to the power of adaptability, listening to customers, and the influence of strategic marketing. From a makeup accessory to a must-have item in homes, cars, and offices, Kleenex has woven itself into the fabric of daily life.

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