June 2024 | Business Anniversaries

As we turn the pages of history to June 12, 1924, we find the beginnings of a brand that would become a household name: Kleenex. This year, Kleenex celebrates its 100th anniversary, marking a century of providing comfort and care to millions around the world.Humble Beginnings When Kleenex began, it was advertised as a “marvelous new way to remove cold cream.” It was the brainchild of the Kimberly-Clark Corporation, a company already known for its innovations in paper-based products. The original Kleenex was a disposable substitute for face towels, but it quickly became much more.By 1927, Kleenex had found a new purpose. The ‘absorbent kerchiefs’ became a hygienic alternative to the reusable handkerchief, gaining popularity for its convenience during the cold and flu season. This shift was not just a change in use but a revolution in personal care.Since then, the brand has continually innovated, from introducing softer tissues to designing more sustainable packaging. Kimberly-Clark’s commitment to the environment has ensured that Kleenex remains a brand with a conscience.A Staple in Popular Culture Over the decades, Kleenex has embedded itself in popular culture. It has been a silent witness to emotional moments in cinemas, a reliable companion during seasonal allergies, and a must-have in every purse and pocket.Advertisements in the early days featured endorsements from movie stars like Helen Hayes and Jean Harlow, who used Kleenex to remove their theatrical makeup. This association with the stars of the silver screen elevated Kleenex from a mere consumer product to a symbol of elegance and sophistication.The brand’s influence extended beyond marketing and into language itself. In many English-speaking countries, the term “Kleenex” is used to refer to any facial tissue, showcasing the brand’s dominance in the category. This linguistic phenomenon underscores the deep-rooted presence of Kleenex in popular culture, where it has become synonymous with care and comfort.A Century of Celebrations One of the highlights of the brand’s centennial celebrations is the Kleenex® x Disney® 100 Campaign. This campaign offers customers a free limited edition Disney100 Theme Bowl with a minimum spend on Kleenex products, including at least one Disney100 Facial Tissue. This partnership with Disney underscores Kleenex’s commitment to bringing joy and comfort to families, much like the magical experiences Disney is known for.Additionally, the brand has collaborated with NASCAR and driver Ricky Stenhouse Jr. to commemorate the event at the New Hampshire Motor Speedway by showcasing a unique Kleenex 100 years logo and design. The race car’s paint scheme will feature the Kleenex 100 years logo and a design that echoes the Kleenex boxes found in stores across the country.The Future of Kleenex Looking to the future, Kleenex is poised to continue its legacy of innovation and care. Will Dunn, Senior Brand Manager for U.S. Kleenex Brand, hints at exciting initiatives that will carry the brand into its next century. “As we celebrate our 100-year anniversary with Stenhouse Jr. and the NASCAR team, we’re excited to continue driving Kleenex® forward as a trusted brand that’s there for whatever happens next,” he said at a recent event.Kleenex’s 100th anniversary is not just a celebration of a brand; it’s a celebration of a century of human moments—of tears wiped, colds comforted, and makeup removed. It’s a testament to the brand’s resilience and its ability to adapt and grow with each passing decade. Here’s to another 100 years of Kleenex—softness in every touch, comfort in every sheet.

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