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
Kleenex® Brand 1924 History
The Kleenex® Brand invents
the Facial Tissue Category.
Kleenex® Brand 1926 History
Kleenex® Facial Tissue 200s
is introduced in Canada as a
replacement to the handkerchief.
Kleenex® Brand 1927 History
Ads run in popular women's
magazines featuring screen
star testimonials.
Kleenex® Brand 1928 History
The First POP UP® cartons with
a perforated opening are sold.
Kleenex® Brand 1929 History
Always an innovator,
Kleenex® Tissue is first on the
market to offer color varieties.
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?
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.
DID YOU KNOW?
Kleenex® Brand 1930 History
Kleenex® Tissues offered
the first printed tissues.
Kleenex® Brand 1931 History
Paper towels are introduced
to the American marketplace.
Kleenex® Brand 1932 History
Kleenex® Brand launches the
first Pocket Pack tissue.
Kleenex® Brand 1935 History
The Story of Mary Marlin
Radio Show is sponsored
by Kleenex® Tissue.
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?
Kleenex® Brand 1940 History
Kleenex® Brand 1941 History
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!
Kleenex® Brand 1943 History
During World War II, paper
restrictions are imposed, resulting
in the launch of Kleenex® CHUBBY®
in Canada.
Kleenex® Brand 1944 History
Little Lulu sings the praises
of Kleenex® tissue.
Kleenex® Brand 1945 History
Paper restrictions are lifted
and Kleenex® 200 returns.
Kleenex® Brand 1949 History
The Eyeglass Tissue is introduced.
The Kleenex® Tissue Quadrant
Design is on display at the
Museum of Modern Art.
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?
Kleenex® Brand 1950 History
Kleenex® Brand 1953 History
Creative Display Materials include
animated Little Lulu characters
and Arthur Godfrey tie-ins.
Kleenex® Brand 1954 History
Kleenex® Brand sponsors
The Perry Como Hour on TV.
Kleenex® Brand 1955 History
The Brand's Paper Dinner Napkins
are introduced.
Kleenex® Brand 1956 History
Sneezin' Seasons
displays introduced.
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?
Kleenex® Brand 1960 History
Kleenex® Brand 1961 History
The introduction of Kleenex®
SPACE SAVER® packs results in
reduced box sites.
Kleenex® Brand 1964 History
Kleenex® Juniors
are launched.
Kleenex® Brand 1965 History
The Kleenex® Purse Pack hits
the marketplace.
Kleenex® Brand 1967 History
The first upright tissue box arrives
on shelves with the introduction of
Kleenex® Brand BOUTIQUE® tissue.
Kleenex® Brand 1968 History
The Kleenex® Brand Boutique
tissue is introduced in Canada.
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?
Kleenex® Brand 1970 History
Kleenex® Brand 1975 History
The introduction of
Kleenex® Brand CASUAL
tissue and starburst prints.
Kleenex® Brand 1977 History
Popular TV star Joanne Worley
represents the Kleenex® Brand
in a new campaign.
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?
Kleenex® Brand 1980 History
Kleenex® Brand 1981 History
Introduction of Kleenex® Brand
SOFTIQUE® Tissue.
Kleenex® Brand 1985 History
Introduction of Kleenex® Brand
Bundle Packaging.
Kleenex® Brand 1986 History
Kleenex® says Bless You Campaign.
The Kleenex® Holiday Collection
is launched in Canada.
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?
Kleenex® Brand 1990 History
Introduction of Kleenex® Ultra
the first 3-layer tissue.
Kleenex® Brand 1991 History
Introduction of Kleenex® Brand
SOFTIQUE® Tissue.
Kleenex® Brand 1995 History
First introduction of designer
graphics with Kleenex®
Expressions® tissues.
Kleenex® Brand 1996 History
Kleenex® Expressions®
introduced in Canada.
Kleenex® Travelers introduced.
Kleenex® Coldcare line of products.
Kleenex® Brand 1998 History
Kleenex® introduces new designs
from 6 color printing process
for its Expressions® tissues.
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?
Kleenex® Brand 2000 History
Kleenex® Brand 2001 History
Kleenex® with Lotion
is introduced.
Kleenex® Brand 2004 History
Reintroduction of Kleenex®
Tissue with Menthol.
Kleenex® Brand 2005 History
Kleenex® Ultra Soft is introduced.
Kleenex® Anti-Viral* is introduced.
Kleenex® Brand 2006 History
Kleenex® Oval Expressions®
are introduced
Kleenex® Brand 2007 History
Kleenex® Brand Let it Out® campaign
mykleenextissue.com launches,
allowing consumers to create
their own, custom Kleenex®
Tissue Boxes
Kleenex® Brand 2009 History
Kleenex® Brand introduces
"Slices of Summer" wedge boxes
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® Anti-Viral* offers tissues that kill 99.9% of cold
& flu virus in the tissue.
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's
1930's
1940's
1950's
1960's
1970's
1980's
1990's
2000's
Kleenex® cool touch
Kleenex® cool touch