With cotton supply short in 1914, a substitute was urgently needed for surgical bandages used in World War I battlefields and in hospitals. The Kimberly-Clark company developed a remarkably absorbent cotton-like wadding called Cellucotton. Cellucotton took the place of cotton bandages and was used in gas-mask air filters.
After the war, huge surpluses of Cellucotton crowded warehouses, and Kimberly-Clark started looking for a peacetime use for the product.
The first postwar spinoff was a glamour product — a cold-cream tissue. Called the Kleenex Kerchief and advertised as a “Sanitary Cold Cream Remover,” it was used by Hollywood and Broadway stars to remove makeup. With the help of celebrity endorsements, sales steadily rose and the product remained unchanged. But then women began to write to the company complaining that their husbands were blowing their noses in cold cream kerchiefs.
About the same time, a Chicago inventor devised a pop-up tissue box. In the early 1920s, Kimberly-Clark decided to place its kerchiefs in these boxes. Now, the product won even more nose-blowing converts, for it supplied a quick and easily accessible way of containing sudden sneezes.
Consumer demand persuaded the company to change from marketing a cold-cream tissue to selling one for nose-blowing, and Kleenex was born.
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ABC News
American Writers & Artists Inc. (AWAI)
AMEX Open Forum
Atlanta Journal Constitution
Author Advantage Magazine
1001 Ways to Market Your Books
Bill Glazer's Celebrity Swipe File
Bill Stoller's Publicity Insider
Bottom Line/Personal
Build Book Buzz
Bulldog Reporter
Career Trend
CBS News
Clarity.fm
Classwish
CNN
Daily Record UK
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DevTribe
Donna Cutting's Celebrity Experience
E! News
Entrepreneur Magazine
Dan Kennedy/GKIC
Dan Poynter
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GKIC Small Business Hour
GlobalCrafts.org
Guardian UK
HARO (Help A Reporter Out)
Indie by Nature
Inside Direct Mail
Investor's Business Daily
Inside Business
Jack Canfield
Jezebel Magazine
Joan Stewart's Publicity Hound
John Kremer's Book Marketing
Launch Grow Joy
Look to the Stars
Marcia Yudkin
Marketing to the Affluent
Mogul Mom
New York Daily News
No B.S. Marketing Letter
O'Dwyer's PR
OC News
Pam Perry's PR Coach
Post and Courier
Reference.com
RetroMedia NYC
Rich Mom Business
RTIR (Radio-TV Interview Report)
Scott Fox's Click Millionaires
Self-Publishing Encyclopedia
Small Business Branding
Small Business Rainmaker
Star Magazine
Startups.co
Step Into the Spotlight!
Steve Harrison's Book Marketing Update
Stu Heinecke's Contact Marketing
Susan Harrow's PR Secrets
Target Marketing Magazine
Tim Ferriss/The 4-Hour Workweek
Vanderbilt Journal of Entertainment & Technology Law
Ever wonder how Kleenex became a household name?
