No. 1 Facial Tissue Brand Launches the Next Generation in Facial Tissue
Performance by Offering a More Soothing Kleenex Facial Tissue with Lotion
DALLAS, Sept. 22 /PRNewswire-FirstCall/ -- Kimberly-Clark Corporation
(NYSE: KMB) today announced the North American launch of the next
generation in facial tissue performance through Kleenex Facial Tissue with
Lotion. This enhanced product delivers a dramatic improvement in softness
and strength to the Kleenex brand through a new proprietary advancement in
tissue technology.
"Kleenex is the leading facial tissue brand because it consistently
meets or exceeds consumers' needs by delivering new innovations to the
marketplace," said Kim Underhill, president of Kimberly-Clark's North
American Family Care Business. "Our newest facial tissue innovation
combines a more soothing feeling with the strength desired by so many
consumers."
The enhanced Kleenex Facial Tissue with Lotion, a super-premium 3-ply
tissue, leverages a new proprietary surface treatment to deliver a
recognizable improvement in tissue softness while at the same time
increasing tissue strength by 17 percent versus its previous lotion
offering.
The new tissue technology creates a demonstrable difference in softness
and strength consumers can really feel. In comparative product testing, K-C
found that a majority of consumers preferred the enhanced Kleenex Facial
Tissue with Lotion over the major competitor's lotion tissue offering.
"We are changing the facial tissue category by offering consumers a
softer, stronger and more soothing Kleenex brand facial tissue that
delivers the next generation in product performance," said Underhill. "Up
until now product changes in the category have typically improved strength
at the expense of softness, and vice versa. This advancement in tissue
technology resolves that issue, and will be notable in the category and
only offered by the Kleenex brand."
Kimberly-Clark is introducing this proprietary technology on its
Kleenex brand lotion product line first -- as lotion facial tissues
represent the fastest growing segment of the facial tissue category -- with
sales growing an average of 7 percent annually over the past three years
(Source: AC Nielsen US Data '05-'07). The company plans to expand the new
tissue technology in other Kleenex brand product lines in 2009.
To support the launch of the enhanced Kleenex Facial Tissue with
Lotion, the Kleenex brand team will roll out a multi-million dollar
marketing and consumer sampling campaign to enable consumers to physically
feel the softness in the product. Elements of the campaign include the
largest consumer product sampling effort in the history of the Kleenex
brand -- helping provide the "ultimate touch experience" by delivering more
than 60 million samples to consumers. In addition, the campaign will
utilize TV advertising, FSIs and in-store promotions.
"K-C is committed to driving sustainable growth of the Kleenex brand by
launching new product and marketing innovations and we believe the enhanced
Kleenex Facial Tissue with Lotion will create customer and consumer
excitement in the facial tissue category," said Angela Fisher, Kleenex
senior brand manager. "Our marketing efforts are designed to engage
consumers at every touch point -- in-stores, in-homes and in-market."
The enhanced Kleenex Facial Tissue for Lotion will be widely available
at retail outlets across North America beginning in October.
About Kimberly-Clark
Kimberly-Clark and its well-known global brands are an indispensable
part of life for people in more than 150 countries. Every day, 1.3 billion
people -- nearly a quarter of the world's population -- trust K-C brands
and the solutions they provide to enhance their health, hygiene and
well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex
and Depend, Kimberly-Clark holds No. 1 or No. 2 share positions in more
than 80 countries. To keep up with the latest K-C news and to learn more
about the company's 136-year history of innovation, visit
http://www.kimberly-clark.com.
SOURCE Kimberly-Clark Corporation
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http://www.kimberly-clark.com
Photo Notes:http://www.newscom.com/cgi-bin/prnh/19991117/KMBLOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
Media, Joey Mooring, +1-972-281-1443,
joey.mooring@kcc.com, or Investors, Mike Masseth,
+1-972-281-1478, mmasseth@kcc.com, both of Kimberly-Clark
Corporation
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