Kleenex
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A box of Kleenex facial tissues.
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| Product type | Facial Tissue |
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| Owner | Kimberly-Clark |
| Country | United States |
| Introduced | July 12, 1924 |
| Markets | Worldwide |
| Previous owners | International Cellucotton Products Company |
| Registered as a trademark in | USA |
| Website | www |
Kleenex is a brand name for a variety of paper-based products such as facial tissue, bathroom tissue, paper towels, tampons, and diapers. Often used as a genericized trademark for facial tissue, especially in the United States, the name Kleenex is a registered trademark of Kimberly-Clark Worldwide, Inc. Kleenex products are manufactured in 30 countries and sold in more than 170 countries. Kleenex brands include Cottonelle, Huggies, and VIVA.
Kleenex was the first Western facial tissue, introduced in 1924 and originally marketed as a way to remove cold cream or makeup (it had been in use for centuries before in Japan; see History of facial tissue for details). It was a disposable 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 company's head researcher tried to persuade the head of advertising to try to market the tissue for colds and hay fever. The administrator declined the idea but then committed a small amount of ad space to mention of using Kleenex tissue as a handkerchief. 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.
The original Kleenex trademark application at the United States Patent and Trademark Office (USPTO) was filed in the class of Medical, Beauty, & Agricultural Services by Cellucotton Products Company of Neenah, Wisconsin on Saturday, July 12, 1924. The description provided to the USPTO was for, "ABSORBENT PADS OR SHEETS FOR REMOVING COLD CREAM."
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