Superbrands DPS
Market
History
Kleenex’s journey in the Middle East began in 1955 when Olayan’s distributor had started importing Kleenex tissue paper from Kimberly Clark USA. The Olayan-Kimberly-Clark relationship advanced to a new level in 1994, when the joint venture partners opened a paper mill in Bahrain. Today Kleenex is the generic name for tissues, Kitchen towels and wet wipes. Kleenex’s assent to leadership has been a result of many years of dedication to the Kimberly-Clark core mission to lead the world in essentials for a better life and their recognition that only companies that build sustainability into the way they do business will have enduring success. That’s why their pulp is sourced from ecologically managed forests and they have strict ecological procedures in dealing with energy, water and other elements that go into the production process. Because sustainability is a core value at Kimberly-Clark, they know that making better choices for the environment and society can many times mean making better choices for their business. Today Kleenex is considered to be one of the most ecologically aware brands in the world, adhering to strict ecological and manufacturing quality standards enabling the brand to gain both the Saudi standards mark and the Kuwait seal; making it the only tissue brand in the Middle East to gain such a high recognition for quality.
In the early 1920s Kimberly-Clark was just beginning its exploration of consumer products. A paper manufacturer, the company had been diversifying its product line and developed creped wadding for its consumer product, Kotex. At this time marketing a product for the menstrual
Achievements Kleenex is a brand of paper products that have become synonymous with disposable tissue. The product was well received as a disposable makeup removing cloth. Kleenex quickly developed to include coloured cloths and cardboard tissue boxes featuring a variety of themes and designs. Kleenex reflected themes and styles of the times in their tissue packaging, making the box as important as the product itself. They continued to introduce paper based consumer products under the Kleenex brand, including facial tissue, toilet paper, personal hygiene products and disposable napkins. Some other well-known paper products produced by the company include: Cottonelle toilet paper, Kotex feminine hygiene products and Huggies disposable diapers. 42
cycle proved rather difficult and, due to the slow acceptance of Kotex in the market place, the company had a rather high volume of creped wadding. It was time to find another commercial application for the fluffy material. That’s when the company again looked at the creped wadding product it had been working on for possible use as a filter for gas masks in World War I. Early experiments had researchers literally iron out heavyweight Kotex. Later they discovered how to produce a softer sheet by changing the blend of ingredients and using different pulps. It was the beginning of Kleenex facial tissue. Next stop, every household in the world. The company initially saw the Kleenex brand as a disposable cleaning tissue. They just weren’t sure what it would be used to clean. Because the same people who worked on Kotex were now working on this new cleansing tissue project, they were predisposed to women’s needs. They made a connection between the tissues’ properties and the growing use of cosmetics by American women. The tissues would be a clean, convenient replacement for the unsightly “cold cream towel” that hung in many bathrooms. The tissue was trademarked
“Kleenex” and went on the market in 1924 as a cold cream or makeup remover, a disposable substitute for face towels. It is likely the name was derived from the word “cleansing” which was shortened to “clean,” while the capital “K” and the “ex” ending were adopted from Kotex. All that was needed was to educate the masses. In 1925 the first Kleenex tissue advertisement appeared in the Ladies Home Journal showing “ the new secret of keeping a pretty skin as used by famous movie Stars…” soon, ads were being carried by all the major women’s magazines, including McCall’s, Good Housekeeping. Harpers Bazaar, Vogue, Cosmopolitan and Redbook. In 1927 the ads began featuring famous stars of stage and screen for testimonials and endorsements. The “beautiful people” were confessing that Kleenex tissue was one of their secrets. Around this time, Kimberly-Clark’s head researcher had been using the tissues in place of a handkerchief for his hay fever. He persuaded the head of advertising to try to market the tissues for that use. The adman declined the idea at first but then committed a small amount of advertisement space to the mention of using Kleenex tissues as handkerchief. It wasn’t until 1930 the idea of Kleenex tissue as a handkerchief substitute really took off. By running simultaneous ads, one targeting the removal of cold cream, the other as a handkerchief, it was proven enough that Kleenex tissue had a new purpose, sales of Kleenex tissues doubled in the first year of his new handkerchief strategy. Now, instead of being a product primarily for women’s use, it now served men and women, young and old alike. Since Kleenex tissues came on the market in 1924; it has been the number one brand of facial tissue in the world and has become a genuine global icon. Not bad for a product that was voted down by its salesmen
who wanted to instead produce disposable diaper inserts for cloth diapers.
Product Since its launch in the region Kleenex Classique has been the flagship of the brand and, in recent years, Kleenex has launched new innovative products which have become as synonymous with the brand as the original classic. Among the new launches are Kleenex Décor with design inspired by henna hand paints. Kleenex Meyzan scented tissues with fragrance based on traditional Oud and Mukhalat. Kleenex Reflection: the first pocket pack in the world with a mirror. The innovation doesn’t stop here; Kleenex took product novelty to a whole new level by launching a range of sanitising solutions to protect you and your family from germs and bacteria that can cause severe illness. Never again worry about hygiene when you’re on the go, just pack Kleenex sanitising wipes or foam in your handbag, purse, car or schoolbag… and be germ and worry free. Best of all, its alcohol free!!! Which means no irritation or allergic reaction and safer on the most sensitive of skins so your kids can also enjoy gentle germ protection.
Recent Developments In recent times, Kimberly-Clark has had to restructure its practices to cater to a more earth conscious market. The company, along with Greenpeace, reconfigured buying guidelines for cellulose and paper products. The company has declared that they will not purchase any materials from rain forest logging and that they will focus on recycled materials. The company’s new policy is to use only wood fibre from environmentally responsible sources. Specifically, by the end of 2011, Kimberly-Clark will stop using any forest products derived from the Canadian boreal unless that wood is Forest Stewardship Councilcertified. Kleenex brand celebrates more than 80 years as the leader in facial tissue The Kleenex brand is the mainstay behind K-C’s global leadership in facial tissue (the company holds a 38% share worldwide in the markets in which it competes). Kleenex facial tissue has strong market positions in many of the more than 150 countries where it is sold, including the US and Australia (50+ % share), Korea (50 %) the UK (45+ %) and Israel (65%). Business Week recently ranked Kleenex 57th in its list of 100 top global brands and, according to AC Nielsen, Kleenex and Huggies are among only 43 truly global, billion-dollar brands. The launch of Kleenex Anti-Viral tissue is another in a long line of pioneering initiatives, including pocket packs, upright cartons, the tissue box Pop-Up feature with a perforated opening, Kleenex cold care and Kleenex Expressions tissue and the brand’s high-end, holiday season holographic and foil package designs
Promotion With Kleenex’s genuine, authentic and caring status it’s no surprise that the last communication campaign revolved around the heritage of the brand and the softness and caring that it has provided to consumers over the years. The storyline revolves around a father remembering different stages of his life where a
female figure always has cared for him. Kleenex has been personified into the Female form which communicates love, care and support. It’s the loving and supporting Mother, the caring wife and the young Daughter bringing happiness and pride. It’s the brand that cared for him at every stage of his life and now, as a family man himself, Kleenex is still caring for him and his family. It’s the brand that “was and still is” the authentic soft and caring tissue.
Brand Values Commitment to “soft gentle care for their consumers’ everyday hygiene needs” is at the core of everything they do. Their vision is to provide the best quality products and solutions, uplifting people with soft, strong tissues and hygiene solutions while complementing the décor of their homes with fabulous new designs. Their huge expertise in this field, and market understanding dating back to 1920, enables them to consistently deliver better products, lead the market in quality and offer new and exciting products and designs.
www.kleenex.com
Things you didn’t know about
Kleenex
Kleenex invented the first ever disposable facial tissue. Kleenex was originally marketed as a cold cream or makeup remover, a disposable substitute for face towels. Kleenex brand was the first to introduce the Pop-up cartons with a perforated opening 100% of Kleenex pulp is from ecologically managed forests. Kleenex is the first, and only, tissue in the world to launch a pocket pack with a mirror. Kleenex holds the Guinness record for biggest display - the record was set in Kuwait in 2010. Kleenex is the only tissue brand in the Gulf with both Saudi and Kuwait Quality Marks.
History
Kleenex’s journey in the Middle East began in 1955 when Olayan’s distributor had started importing Kleenex tissue paper from Kimberly Clark USA. The Olayan-Kimberly-Clark relationship advanced to a new level in 1994, when the joint venture partners opened a paper mill in Bahrain. Today Kleenex is the generic name for tissues, Kitchen towels and wet wipes. Kleenex’s assent to leadership has been a result of many years of dedication to the Kimberly-Clark core mission to lead the world in essentials for a better life and their recognition that only companies that build sustainability into the way they do business will have enduring success. That’s why their pulp is sourced from ecologically managed forests and they have strict ecological procedures in dealing with energy, water and other elements that go into the production process. Because sustainability is a core value at Kimberly-Clark, they know that making better choices for the environment and society can many times mean making better choices for their business. Today Kleenex is considered to be one of the most ecologically aware brands in the world, adhering to strict ecological and manufacturing quality standards enabling the brand to gain both the Saudi standards mark and the Kuwait seal; making it the only tissue brand in the Middle East to gain such a high recognition for quality.
In the early 1920s Kimberly-Clark was just beginning its exploration of consumer products. A paper manufacturer, the company had been diversifying its product line and developed creped wadding for its consumer product, Kotex. At this time marketing a product for the menstrual
Achievements Kleenex is a brand of paper products that have become synonymous with disposable tissue. The product was well received as a disposable makeup removing cloth. Kleenex quickly developed to include coloured cloths and cardboard tissue boxes featuring a variety of themes and designs. Kleenex reflected themes and styles of the times in their tissue packaging, making the box as important as the product itself. They continued to introduce paper based consumer products under the Kleenex brand, including facial tissue, toilet paper, personal hygiene products and disposable napkins. Some other well-known paper products produced by the company include: Cottonelle toilet paper, Kotex feminine hygiene products and Huggies disposable diapers. 42
cycle proved rather difficult and, due to the slow acceptance of Kotex in the market place, the company had a rather high volume of creped wadding. It was time to find another commercial application for the fluffy material. That’s when the company again looked at the creped wadding product it had been working on for possible use as a filter for gas masks in World War I. Early experiments had researchers literally iron out heavyweight Kotex. Later they discovered how to produce a softer sheet by changing the blend of ingredients and using different pulps. It was the beginning of Kleenex facial tissue. Next stop, every household in the world. The company initially saw the Kleenex brand as a disposable cleaning tissue. They just weren’t sure what it would be used to clean. Because the same people who worked on Kotex were now working on this new cleansing tissue project, they were predisposed to women’s needs. They made a connection between the tissues’ properties and the growing use of cosmetics by American women. The tissues would be a clean, convenient replacement for the unsightly “cold cream towel” that hung in many bathrooms. The tissue was trademarked
“Kleenex” and went on the market in 1924 as a cold cream or makeup remover, a disposable substitute for face towels. It is likely the name was derived from the word “cleansing” which was shortened to “clean,” while the capital “K” and the “ex” ending were adopted from Kotex. All that was needed was to educate the masses. In 1925 the first Kleenex tissue advertisement appeared in the Ladies Home Journal showing “ the new secret of keeping a pretty skin as used by famous movie Stars…” soon, ads were being carried by all the major women’s magazines, including McCall’s, Good Housekeeping. Harpers Bazaar, Vogue, Cosmopolitan and Redbook. In 1927 the ads began featuring famous stars of stage and screen for testimonials and endorsements. The “beautiful people” were confessing that Kleenex tissue was one of their secrets. Around this time, Kimberly-Clark’s head researcher had been using the tissues in place of a handkerchief for his hay fever. He persuaded the head of advertising to try to market the tissues for that use. The adman declined the idea at first but then committed a small amount of advertisement space to the mention of using Kleenex tissues as handkerchief. It wasn’t until 1930 the idea of Kleenex tissue as a handkerchief substitute really took off. By running simultaneous ads, one targeting the removal of cold cream, the other as a handkerchief, it was proven enough that Kleenex tissue had a new purpose, sales of Kleenex tissues doubled in the first year of his new handkerchief strategy. Now, instead of being a product primarily for women’s use, it now served men and women, young and old alike. Since Kleenex tissues came on the market in 1924; it has been the number one brand of facial tissue in the world and has become a genuine global icon. Not bad for a product that was voted down by its salesmen
who wanted to instead produce disposable diaper inserts for cloth diapers.
Product Since its launch in the region Kleenex Classique has been the flagship of the brand and, in recent years, Kleenex has launched new innovative products which have become as synonymous with the brand as the original classic. Among the new launches are Kleenex Décor with design inspired by henna hand paints. Kleenex Meyzan scented tissues with fragrance based on traditional Oud and Mukhalat. Kleenex Reflection: the first pocket pack in the world with a mirror. The innovation doesn’t stop here; Kleenex took product novelty to a whole new level by launching a range of sanitising solutions to protect you and your family from germs and bacteria that can cause severe illness. Never again worry about hygiene when you’re on the go, just pack Kleenex sanitising wipes or foam in your handbag, purse, car or schoolbag… and be germ and worry free. Best of all, its alcohol free!!! Which means no irritation or allergic reaction and safer on the most sensitive of skins so your kids can also enjoy gentle germ protection.
Recent Developments In recent times, Kimberly-Clark has had to restructure its practices to cater to a more earth conscious market. The company, along with Greenpeace, reconfigured buying guidelines for cellulose and paper products. The company has declared that they will not purchase any materials from rain forest logging and that they will focus on recycled materials. The company’s new policy is to use only wood fibre from environmentally responsible sources. Specifically, by the end of 2011, Kimberly-Clark will stop using any forest products derived from the Canadian boreal unless that wood is Forest Stewardship Councilcertified. Kleenex brand celebrates more than 80 years as the leader in facial tissue The Kleenex brand is the mainstay behind K-C’s global leadership in facial tissue (the company holds a 38% share worldwide in the markets in which it competes). Kleenex facial tissue has strong market positions in many of the more than 150 countries where it is sold, including the US and Australia (50+ % share), Korea (50 %) the UK (45+ %) and Israel (65%). Business Week recently ranked Kleenex 57th in its list of 100 top global brands and, according to AC Nielsen, Kleenex and Huggies are among only 43 truly global, billion-dollar brands. The launch of Kleenex Anti-Viral tissue is another in a long line of pioneering initiatives, including pocket packs, upright cartons, the tissue box Pop-Up feature with a perforated opening, Kleenex cold care and Kleenex Expressions tissue and the brand’s high-end, holiday season holographic and foil package designs
Promotion With Kleenex’s genuine, authentic and caring status it’s no surprise that the last communication campaign revolved around the heritage of the brand and the softness and caring that it has provided to consumers over the years. The storyline revolves around a father remembering different stages of his life where a
female figure always has cared for him. Kleenex has been personified into the Female form which communicates love, care and support. It’s the loving and supporting Mother, the caring wife and the young Daughter bringing happiness and pride. It’s the brand that cared for him at every stage of his life and now, as a family man himself, Kleenex is still caring for him and his family. It’s the brand that “was and still is” the authentic soft and caring tissue.
Brand Values Commitment to “soft gentle care for their consumers’ everyday hygiene needs” is at the core of everything they do. Their vision is to provide the best quality products and solutions, uplifting people with soft, strong tissues and hygiene solutions while complementing the décor of their homes with fabulous new designs. Their huge expertise in this field, and market understanding dating back to 1920, enables them to consistently deliver better products, lead the market in quality and offer new and exciting products and designs.
www.kleenex.com
Things you didn’t know about
Kleenex
Kleenex invented the first ever disposable facial tissue. Kleenex was originally marketed as a cold cream or makeup remover, a disposable substitute for face towels. Kleenex brand was the first to introduce the Pop-up cartons with a perforated opening 100% of Kleenex pulp is from ecologically managed forests. Kleenex is the first, and only, tissue in the world to launch a pocket pack with a mirror. Kleenex holds the Guinness record for biggest display - the record was set in Kuwait in 2010. Kleenex is the only tissue brand in the Gulf with both Saudi and Kuwait Quality Marks.
