Why is Kleenex Leaving Canada? Is Kleenex being Discontinued in Canada?
by Aishwarya R
Updated Aug 25, 2023
About Kleenex
Kleenex is a well-known brand of paper-based facial tissues, and it has become synonymous with facial tissues in many parts of the world. This phenomenon, where a brand name becomes widely used to describe a generic product, is known as a genericized trademark. However, it's important to note that Kleenex is still a registered trademark of Kimberly-Clark, the company that produces these facial tissues.
Kleenex products are manufactured in a vast network of 78 countries, and their reach extends even further as they are sold in over 196 countries worldwide. This global presence reflects the brand's popularity and the widespread recognition it enjoys. Kleenex facial tissues are designed for various uses, including wiping and cleaning the face, hands, or other surfaces. They are often chosen for their softness and absorbency, making them a popular choice for personal hygiene and cleaning needs.
Over the years, Kleenex has become a household name and a trusted brand for providing quality paper-based tissue products. Its enduring popularity and widespread availability have solidified its position as a leading choice for consumers seeking reliable and convenient facial tissues.
Is Kleenex being Discontinued in Canada?
Yes, Kleenex facial tissues, the well-known brand of facial wipes, will soon be discontinued in Canada. The company that produces Kleenex has made the decision to exit the facial tissue business in Canada. However, it's worth noting that while Kleenex facial tissues will no longer be available in Canada, the brand will still exist in the country in the form of "professional facial products" and "consumer hand towel products." These products will continue to bear the Kleenex name and be sold in Canada. This decision reflects a trend in recent years where several well-known consumer products have been pulled out of the Canadian market.
Why is Kleenex Leaving Canada?
Kleenex is leaving Canada due to a combination of factors, as stated by Todd Fisher, Kimberly-Clark's Canadian vice-president and general manager. One significant factor is the highly constrained supply environment that Kimberly-Clark has been operating in. They have faced unique complexities in the Kleenex business in Canada, which have likely made it challenging to continue production effectively.
By discontinuing Kleenex facial tissues in Canada, Kimberly-Clark aims to allocate its resources more efficiently. This decision allows the company to shift its focus to other brands it produces, such as Cottonelle, Huggies, Poise, and Depend, which will continue to be available in the Canadian market. Kimberly-Clark intends to meet the needs of Canadian consumers by investing in innovation and delivering value through these other product lines.
The decision to exit the Kleenex facial tissue business in Canada is driven by a strategic reallocation of resources to better serve the Canadian market with their remaining brands and to navigate the challenges they've faced in the Kleenex segment.
History of Kleenex
The history of Kleenex is a fascinating journey that began during the First World War and evolved into the iconic paper-based facial tissue we know today. Here's a brief overview of the history of Kleenex:
Origin During World War I
Kleenex's origins can be traced back to the First World War when the Cellucotton company developed a crepe paper gas mask filter. This innovative material was later adapted for various uses.
Evolution into Kotex
In the 1920s, the Cellucotton material was transformed into the menstrual pad known as Kotex. This marked one of the early adaptations of the original crepe paper material.
Creation of Kleenex (1924)
In 1924, Cellucotton introduced a further modification of the crepe paper, making it thinner and softer. This new product was named "Kleenex" and was initially marketed as a cold cream remover. The name "Kleenex" was chosen in accordance with the company's branding principles, which aimed for short, easy-to-say, and explanatory names. "Kleen" was selected to convey its cleansing purpose, and "ex" indicated that it belonged to the same family of products as Kotex.
Marketing as a Facial Tissue
Kleenex was the first disposable paper-based facial tissue in the western world. It was initially promoted as a substitute for face towels or cotton wool. In 1925, the first Kleenex tissue advertisements appeared in magazines, emphasizing its use for removing cold cream. The ads also suggested that famous movie stars used Kleenex to maintain beautiful skin.
Transition to a Handkerchief Replacement
A few years after its introduction, Cellucotton's head researcher proposed marketing Kleenex as a solution for colds and hay fever. While the initial idea was declined, a small amount of advertising space was allocated to promote Kleenex tissue as a handkerchief replacement. This shift in marketing strategy proved successful.
1930s Slogan
By the 1930s, Kleenex was marketed with the slogan "Don't Carry a Cold in Your Pocket," emphasizing its use as a disposable handkerchief substitute. This slogan resonated with consumers and contributed to the widespread adoption of Kleenex for hygiene and convenience.
Licensing of Little Lulu (1943)
In 1943, Kleenex began licensing the popular Little Lulu cartoon character as a means to further promote the brand. This marketing strategy helped solidify Kleenex's place in popular culture.
Throughout its history, Kleenex has evolved from a simple crepe paper filter for gas masks to a widely recognized and trusted brand for facial tissues and hygiene products. Its success is a testament to effective marketing and its ability to meet the changing needs of consumers over the years.
Kleenex Trademark
The trademark history of Kleenex is an interesting reflection of its evolution from a specific product to a widely recognized term for facial tissues. Here's a breakdown of the trademark details for Kleenex:
Original Trademark Application (1924)
The original trademark application for Kleenex was filed with the United States Patent and Trademark Office (USPTO) by the Cellucotton Products Company of Neenah, Wisconsin, on July 12, 1924. The application was filed under the class of "Medical, Beauty, & Agricultural Services," with the description provided as "absorbent pads or sheets for removing cold cream."
First Use in Commerce (1924)
The first use of the drawing and stylized word mark "Kleenex" in commerce was recorded on June 12, 1924.
Trademark Registration (1924)
The USPTO granted trademark registration for Kleenex on November 25, 1924. This officially recognized Kleenex as a trademark for the specific product described in the application.
Assignment to Kimberly-Clark (1955)
International Cellucotton Products Company officially assigned the trademark interest and goodwill of the business to Kimberly-Clark Corporation on September 30, 1955. Kimberly-Clark Corporation, based in Neenah, Wisconsin, is the current registered owner of the Kleenex trademark.
Genericized Usage
In the United States and many other parts of the world, the term "Kleenex" has become genericized through common usage. This means that while it is a registered trademark owned by Kimberly-Clark, it has been widely used to refer to any facial tissue, regardless of the brand. This phenomenon is common with products that dominate a market and become synonymous with the product category itself.
Recognition in Dictionaries
Due to its genericized usage, the term "Kleenex" is now recognized in various dictionaries, including Merriam-Webster and Oxford, with definitions that acknowledge its use as a generic term for facial tissues.
Kleenex started as a trademarked brand for a specific type of facial tissue. However, its widespread popularity and common usage have led to its genericization, where people commonly use "Kleenex" to refer to any facial tissue. Despite this, the Kleenex trademark is still legally protected and owned by Kimberly-Clark Corporation.
Why is Kleenex Leaving Canada - FAQs
Kleenex is leaving Canada as a strategic decision by Kimberly-Clark, the parent company. They have faced supply challenges and unique complexities in the Kleenex business, prompting them to exit this segment in Canada.
Kleenex facial tissues are being discontinued in Canada. However, Kimberly-Clark will continue to sell "professional facial products" and "consumer hand towel products" under the Kleenex name in the country.
Yes, you will still find Kleenex-branded products in Canada, but the traditional facial tissues will no longer be available. Instead, you can expect to see professional facial products and consumer hand towel products.
Other Kimberly-Clark brands like Cottonelle, Huggies, Poise, and Depend are not affected by this decision and will continue to be available in Canada.
Yes, the discontinuation of Kleenex in Canada is part of a trend where several well-known consumer products have exited the Canadian market in recent years, including brands like Bugles snack chips, Skippy peanut butter, and Delissio frozen pizza.