178. Brand Names that Became Everyday Pinoy Words #5: KLEENEX TISSUES

KLEENEX IS TISSUE, TISSUE IS KLEENEX. Early Philippine ad. 1953.

To many Filipinos growing up in the 1960s and 70s, facial tissue was KLEENEX and KLEENEX was facial tissue. But the soft, gentle tissue actually began as crepe paper that was developed by Kimberly-Clark as a filter for gas masks during the first World War. This absorbent paper was refined for use in the company’s first consumer product—Kotex feminine napkins in 1920.

VINTAGE KLEENEX,www.kleenex.co.uk/history

Next, the paper was made thinner, more supple and softer, and introduced a new tissue product called KLEENEX in 1924, because it was meant to remove cold cream on a woman’s face, leaving it clean. The –EX was appended so that the brand name will be aligned to the Kimberly-Clark family of products that already includes Kotex. In fact, the early ads of KLEENEX showed movie stars wiping off theatrical make up with the tissue.

But by 1926, consumers were finding new usage for KLEENEX Tissue—as alternative disposable handkerchiefs for blowing noses, and even some, as wipes for the toilet. Thus Kimberly-Clark had to address this larger market, introducing innovations through the years such as multi-ply, printed tissues, packaging novelties, scented/ unscented versions, quilted, large sizes.

SOFT..STRONG..KLEENEX. 1962

KLEENEX was introduced in the  country in the 1950s, and the first print ads appeared in local magazines in 1953. Kimberly-Clark Philippines Inc., which began its Philippine operations in 1964, took over the manufacture and manufacturing of its consumer products that include KLEENEX.  

MAN-SIZE KLEENEX TISSUES. 1966

By then, KLEENEX had gained top-of-mind awareness in the local market, just like in other countries where it was marketed. You would hear Filipinos asking for “KLEENEX!”at stores,  when they need tissues. Today, KLEENEX still enjoys a high brand awareness, even if cheaper, lower quality tissues abound in the market. Though not a market leader , KLEENEX is one of the top leading professional brands of Kimberly-Clark for enhancing health, hygiene and well-being.

DESIGNER KLEENEX, 1968

SOURCES:

https://en.wikipedia.org/wiki/Facial_tissue

The Kleenex Story: https://www.kleenex.co.uk/history/