Kimberly-Clark developed Cellucotton as a cotton substitute
in 1914. Looking for a post-WWI
use for the product, they decided to go high glamour
with Kleenex Kerchiefs, the Sanitary Cold Cream Remover
. They had Hollywood
stars like Helen Hayes and Ronald Coleman advertising the scientific
way to remove rouge
. After five years, the company noticed mail from consumers praising the Kerchiefs as disposable handkerchiefs
. Women kept complaining that their husbands
in their cold cream removers.
In 1930 the company test-marketed the two uses for the product in Peoria, Illinois. The handkerchiefs won.