Kleenex 100 Years

The Tale of Kleenex®

Kleenex Brand came up with facial tissue that is clean and convenient way to remove cold cream
The 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 is swamped by letters from consumers advocating using these facial tissues for colds.
The 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 Tissue is used for sterile dressing by field doctors and nurses.
The 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.

Little Lulu launched her 1954 book of magic tricks features slight-oh-hand tricks with a Kleenex Tissue!
The 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-oh-hand tricks with a Kleenex Tissue!

Kleenex Brand moves its advertising on CBS from evening to daytime programming anticipating emerging daytime television popularity
The 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 Kleenex brand ushered in new designs to reflect the latest trends, especially the Kleenex BOUTIQUE line.
The 1970s

The Kleenex brand ushered in new style and designs to reflect the latest trends, especially the Kleenex BOUTIQUE line.

the Kleenex Brand introduces SOFTIQUE tissues, the first scented tissue
The 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.

Kleenex Expressions tissues and Kleenex Holiday Collection both created to celebrate consumers decorating choices and spirit!
The 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!

To meet consumer demands, Kleenex products are developed to comfort those with colds, allergies or special needs.
The 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.