Supplier News Breaks Archives
Kleenex teams up with renowned designer
January 6th, 2014
DALLAS – This January, to mark its 90th anniversary, Kleenex is partnering with style icon Isaac Mizrahi to introduce four unique designs to the Kleenex Expressions line of products.
Kimberly-Clark Corp. said Monday that the new Kleenex designs will offer consumers an affordable, high-quality designer accessory to help complete their look.
"We're thrilled to be partnering with such an inspirational designer and we are excited about his creative contribution to our brand's portfolio," stated Anna Elledge, Kleenex brand manager. "Our teams have worked together to select the final collection to commemorate the Kleenex brand anniversary, and I can't think of a better way to celebrate this 90-year milestone."
Kleenex noted that it worked closely with Mizrahi to devise a bold, uplifting and contemporary line to add style and function to an already successful product line. In the past, Kleenex designs have been inspired mainly from trends in home decor, whereas these special edition patterns stem from latest trends in fashion.
The four designs are slated be unveiled at a launch event in midtown Manhattan in the spring and will be available in stores on April 1.
"Innovation has been a critical element to my personal success as a designer and something that is at the crux of the Kleenex brand and its design philosophy," commented Mizrahi. "The brand has an impressive history of design ,and it's an honor to be included in the celebration of this important moment in time."
Mizrahi also will provide his latest style advice and share his own experience as a design leader for more than two decades exclusively on the Kleenex brand website. Consumers can also view an interactive timeline highlighting 90 Years of Kleenex brand style and flip through some of Mizrahi's favorite Kleenex brand designs at Kleenex.com/style.
Kleenex pointed out that in just the past 10 years, the brand has curated more than 1,000 designs, winning more than 10 design awards, including the Diamond Pentaward in 2009. According to the company, seasonal offerings, such as Kleenex tissue wedges and holiday designs, along with graphic updates keep the line fresh and allow consumers to incorporate Kleenex brand style into their everyday lives.
"Many people rely on Kleenex brand during times of sickness because of the exceptional protection that the tissue provides, and while the technology behind the tissue itself is extremely important, we want to take this time to recognize the thoughtful design that goes into the packaging in order to complement everyone's personal style," added Elledge. "Our team forecasts trends up to four years in advance to anticipate consumer needs, and we refresh the designs on an ongoing basis. We're truly proud of the work we've done to stay on trend when it comes to design."