Kimberly-Clark introduces Kleenex hand towels
DALLAS To address the growing need for hand hygiene products, Kimberly-Clark is introducing a single-use, disposable bathroom hand towel.
New Kleenex hand towels offer customers a single-use towel through a pop-up delivery system, keepin one clean, fresh, dry towel conveniently at hand.
"Consumers know that even after they are washed, hands are only as clean as the towel used to dry them," said Gordon Knapp, president, Kimberly-Clark North Atlantic Family Care. "Kleenex hand towels are a first-of-its-kind solution that leverages K-C's and the Kleenex brand's strengths in translating consumer insights into product design and technology to offer a real alternative to less hygienic, shared bathroom cloth hand towels."
Kimberly-Clark tested the product during a QVC shopping channel spot. In the first two airings, more than 7,000 cases of Kleenex hand towels were sold. The company plans to raise national consumer awareness and trial of the new Kleenex hand towels this spring with an integrated marketing program that includes print and TV advertising, direct-to-consumer online communications and blogging outreach, sampling, FSIs, experiential marketing and public relations activities.
"Based on early consumer feedback, we believe Kleenex hand towels will receive a positive reception from moms who are germ conscious, appreciate the convenience of disposable paper products, and make a clean and orderly bathroom a top cleaning priority," said Ann Vanevenhoven, Kleenex senior brand manager.
Kleenex hand towels will be available at major U.S. retail locations in March at a suggested manufacturer's retail price of approximately $3.00 for a box of 60 towels.