Kleenex is a

brand name A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

primarily known for their line of

facial tissue Facial tissue and paper handkerchief refers to a class of soft, absorbent, disposable papers that are suitable for use on the face. They are disposable alternatives for cloth handkerchiefs. The terms are commonly used to refer to the type of tis ...

s. Often used informally as a

genericized trademark A generic trademark, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that, because of its popularity or significance, has become the generic term for, or synonymous with, a general class of products or ...

for facial tissue, ''Kleenex'' is a

registered trademark A trademark (also written trade mark or trade-mark) is a form of intellectual property that consists of a word, phrase, symbol, design, or a combination that identifies a product or service from a particular source and distinguishes it from ot ...

Kimberly-Clark Kimberly-Clark Corporation is an American multinational consumer goods and personal care corporation that produces mostly paper-based consumer products. The company manufactures sanitary paper products and surgical & medical instruments. Kimb ...

applied to products made in 78 countries. The brand has other paper products like napkins and toilet roll.

History

Kleenex began during the

First World War World War I or the First World War (28 July 1914 – 11 November 1918), also known as the Great War, was a World war, global conflict between two coalitions: the Allies of World War I, Allies (or Entente) and the Central Powers. Fighting to ...

when the Cellucotton company developed a crepe paper gas mask filter. In the 1920s, the product was modified into the menstrual pad Kotex. A further modification of the original crepe paper made it thinner and softer, and the resultant 1924 product was called "Kleenex" and marketed as a

cold cream Cold cream, also known as ''ceratum refrigerans'', is an emulsion of water and certain fats, usually including beeswax and various scent agents, designed to smooth skin and remove makeup. Cold cream is a water-in-oil emulsion (emulsion of small a ...

remover. In line with the company's requirements for their brand names to be short, easy to say, and easy to explain, the name Kleenex was selected as the "Kleen" portion of the name denotes its cleansing purpose with a sensational spelling of the word "clean". The "ex" was added to show that Kleenex was of the family of products that included Kotex. This was the first marketing of a disposable, paper-based,

in the Western world, and was sold as a substitute for face towels or cotton wool. In 1925, the first Kleenex tissue ad was used in magazines showing "the new secret of keeping a pretty skin as used by famous movie stars". A few years after the introduction of Kleenex, the Cellucotton's head researcher tried to persuade the head of advertising to try to market the tissue for

colds The common cold, or the cold, is a virus, viral infectious disease of the upper respiratory tract that primarily affects the Respiratory epithelium, respiratory mucosa of the human nose, nose, throat, Paranasal sinuses, sinuses, and larynx. ...

and

hay fever Allergic rhinitis, of which the seasonal type is called hay fever, is a type of rhinitis, inflammation in the nose that occurs when the immune system overreacts to allergens in the air. It is classified as a Allergy, type I hypersensitivity re ...

. The administrator declined the idea but then committed a small amount of ad space to mention of using Kleenex tissue as a

handkerchief A handkerchief (; also called a hankie or, historically, a handkercher or a ) is a form of a kerchief or bandanna, typically a hemmed square of thin fabric which can be carried in the pocket or handbag for personal hygiene purposes such as w ...

. By the 1930s, Kleenex was being marketed with the slogan "Don't Carry a Cold in Your Pocket", and its use as a disposable handkerchief replacement became predominant. In 1943, Kleenex began licensing the Little Lulu cartoon character to popularize the brand. Kleenex old

Trademark

The original Kleenex trademark application at the

United States Patent and Trademark Office The United States Patent and Trademark Office (USPTO) is an List of federal agencies in the United States, agency in the United States Department of Commerce, U.S. Department of Commerce that serves as the national patent office and trademark ...

(USPTO) was filed in the class of Medical, Beauty, & Agricultural Services by Cellucotton Products Company of

Neenah, Wisconsin Neenah ( ) is a city in Winnebago County, Wisconsin, United States. It is situated on the banks of Lake Winnebago, Little Lake Butte des Morts, and the Fox River (Green Bay tributary), Fox River approximately northeast of Oshkosh, Wisconsin, O ...

, on July 12, 1924. The description provided to the USPTO was "absorbent pads or sheets for removing

".''Official Gazette of the United States Patent Office''
September 2, 1924, p.40 ("Ser. No. 199,932... Filed July 12, 1924... Claims was since June 12, 1924") In the application, Cellucotton claimed that it had used the drawing and stylized word mark in commerce since June 12, 1924. USPTO granted trademark registration on November 25, 1924. International Cellucotton Products Company officially assigned trademark interest and good will of the business to Kimberly-Clark Corporation on September 30, 1955. Kimberly-Clark Corporation of

Neenah Neenah ( ) is a city in Winnebago County, Wisconsin, United States. It is situated on the banks of Lake Winnebago, Little Lake Butte des Morts, and the Fox River approximately northeast of Oshkosh and southwest of Green Bay. Neenah's popul ...

, Wisconsin, is the current registered owner of the Kleenex trademark. Nationwide marketing in the United States of Kleenex (as a means of removing cold cream rather than as a tissue for sneezes) was rolled out in the first week of September 1924 in Chicago with an ad for the Walgreen drug store chain on September 2 and with an offer on September 4 for a free sample in New York City In the U.S., the Kleenex name has become—in common usage but ''not'' in law— genericized. The popularity of the product has led to the use of its name to refer to any facial tissue, regardless of the brand. Many dictionaries, including Merriam-Webster and Oxford, now include definitions in their publications defining it as such. In 2023 Kimberly-Clark announced that it would no longer be selling the brand in Canada, citing transportation costs. It had a 16 percent market share at the time, but the cost of shipping meant profitability was low.

Diapers

In 1978, Kimberly-Clark introduced Kleenex Super Dry

diapers A diaper (, North American English) or a nappy (British English, Australian English, Hiberno-English) is a type of underwear that allows the wearer to urinate or defecate without using a toilet, by absorbing or containing waste products to ...

with wetness indicators in the form of a design that fades and lightens as the inside of the diaper becomes wetter. The

Huggies Huggies is an American brand that sells disposable diapers and baby wipes that is marketed by American company Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1977 to replace the Kimbies brand. History ...

brand, introduced in 1977, is the current brand of diaper products for Kimberly-Clark.

References

External links

Official website

Kleenex History Timeline

Gallery of vintage graphic design featuring Kleenex tissues
{{Paper products Products introduced in 1924 Brands that became generic Kimberly-Clark brands Paper products Personal care brands

History

Trademark

Diapers

See also

References

Further reading

External links