The Facial Tissue Giants

Tony Fong The Facial Tissue Giants These soft, thin, pliable, and absorbent sheets of papers about 8” x 9” in size typically packaged in a decorative box is known as facial tissues, better know as Kleenex. Kleenex by Kimberly-Clark is invented in 1924 as a cleansing tissue to remove cold cream. This created the facial tissue category. By 1928, Kleenex popularizes the use of facial tissue by using its patented pop up box to package these facial tissues. After …

…of retail facial tissue in the United States is difficult, time-consuming and costly. Estimates of the cost of constructing a tissue manufacturing plant range from $80 million to $180 million for equipment, and $80 million for land and a facility. Advertising and promotional expense for a new brand would exceed $25 million over a three-year introductory period. With these high barriers to entry, the two facial tissue giants are confidently secure in their position of the facial tissue market.