Kleenex

Interesting facts

At the height of the Roaring 20’s, America says ‘Happy Birthday’ to KLEENEX® on June 12, 1924. The KLEENEX¨ brand suggests its first advertised function - as a ‘marvelous new way to remove cold cream.’ Many famous actresses proclaim KLEENEX¨ Tissues contributed to their clear complexions.

In the 1930s Americans turn to radio for entertainment - and KLEENEX® Tissue is there. Listeners who hear The Story of Mary Marlin, one of the first daytime radio soap operas, also hear advertising for KLEENEX® Tissue. Consumers begin using the tissue as a disposable handkerchief as KLEENEX® Brand moves from a ‘cleansing tissue’ to a ‘disposable tissue’ identity.

The early 1940s find much of the world at war, and KLEENEX® Tissue is part of the effort. The same material used to manufacture KLEENEX® Tissue is also used by field doctors and nurses as a sterile dressing.

The character ‘Little LuLu’ is adopted from the Saturday Evening Post, where she spends her time reminding Americans to conserve to support the war effort. ‘Little LuLu’ demonstrates the numerous uses of KLEENEX® Tissue in advertising. By 1949 she is a brand icon and finds herself on one of the largest billboards ever to grace Times Square.

‘Little LuLu’ continues appearing in the form of paint books, dolls and masks used as promotion giveaways. In the 1954 book Little LuLu and her Magic Tricks, she reveals slight-of-hand secrets with KLEENEX® Tissue.

In 1957, 50 cents and a KLEENEX® Tissue tear-out strip earns you a Perry Como record album. There are 330,000 requests for the album, which retails for $1.29.

It’s the 1960s, and American habits, images and icons are changing quickly. KLEENEX® Tissue moves its advertising on CBS from evening to daytime programming to capitalize on emerging daytime television popularity and announces its new SPACE-SAVER® box design. The now familiar and trademarked Quadrant Design helps make KLEENEX® Tissue one of the most powerful brand names in the world.

Consumers can also select KLEENEX® Juniors in 1964 and KLEENEX® Purse Pack in 1965. And entertainer testimonials, popular in the 1920s, reemerge as Harry James tries unsuccessfully to ‘blow through’ a KLEENEX® Tissue draped across the bell of his trumpet, proving that new KLEENEX® Tissue is not only softer, but stronger too.

The 1970s usher in new styles and trends, and KLEENEX® Tissue offers its BOUTIQUE® line of facial tissue. Its bright, stylish colors and designs coordinate with and accent the latest trends.

A Hollywood screen legend redecorates his bathroom to harmonize with the marbleized lavender color of one KLEENEX® Tissue, only to learn Kimberly-Clark is replacing that shade. The company provides him with a lifetime supply. By the 1980s, KLEENEX® Tissue continues to lead, introducing SOFTIQUE®, the first scented tissue, and BUNDLE PACK® packaging, popular with the cost-conscious consumer.

KLEENEX® Brand is changing the way consumers view facial tissue. The rise in specialty packaging has brought about KLEENEX® Brand EXPRESSIONS® Tissue and the KLEENEX® Holiday Collection, designed to match consumers’ personal styles. KLEENEX® Brand COLDCARE® Tissue promises even more comfort to those who suffer from colds and allergies.

KLEENEX® Brand continues with its facial tissue line, reintroducing Lotion, Menthol, Scented and Ultra Soft varieties to provide even more comfort for those who suffer from colds, allergies or special needs. KLEENEX® Anti-Viral* Tissue offers one of the first tissues available to consumers that kills 99.9% of cold and flu viruses in the tissue.*

The copyright was for International Cellucotton Products Co. until and including some of 1955; it then changed to Kimberly-Clark Corporation.

1945 1946 1949 1949
1954 1955 1956

1948 1948 1957

1952 masks:

Glasses made by Western Publishing Company, Inc.

Ddisplay cards, that when assembled, stand up and were apparently used as counter displays for Kleenex Tissues.

1950 with copyright by International Cellucotton Products Co.


1956 with copyright by Kimberly-Clark Corporation. It has directions for folding a Kleenex accordian style and inserting it as part of Lulu’s dress.


1954 Little Lulu and Her Magic Tricks. The story is about Lulu making things with Kleenex to amuse Alvin. There are items related to this book, including a record (see back) and piano sheet music (see inside) and words to the song.


Paper wrap that went around three boxes of Kleenex tissues for a “Magic Pack Sale.” The wrap contains “Make a Mr. Scarecrow.” “He’s a Kleenex magic trick.” It also contains advertisement for Marge’s Little Lulu and Her Magic Tricks book for only 25¢.

Illustrated Little Lulu History