Kleenex Launches New Cool Touch Tissues for Sore Noses

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Kleenex brand, Dallas, Texas, USA, has introduced Kleenex Cool Touch tissue, which actively releases a cool sensation to soothe dry, sore noses on contact. The new facial tissue was introduced just ahead of flue, cold, and allergy season in the U.S.

This is just the latest in a long line of category-leading innovation driven by Kimberly-Clark’s Kleenex brand," said. Kleenex brand invented the facial tissue category more than 85 years ago and is the clear market leader with approximately 50% market share.

According to the National Institute of Allergy and Infectious Diseases. every year more than 62 million cases of the common cold are reported in the U.S. The combination of nasal excretions and extensive wiping can create a sore nose that feels dry and uncomfortable.

"Our research shows that as many as 24 million people have a sore nose in a given year, most often caused by the common cold, flu, and allergies," said Craig Smith, Kleenex brand director. "Kleenex Cool Touch tissues include an innovative feature that provides a cool sensation when it contacts your skin, offering a better way to soothe sore noses."

Kleenex Cool Touch tissue is made with a proprietary blend of ingredients, including a formula of cooling moisturizers and aloe. When the tissue comes in contact with a person's skin, body heat activates the formula to release a cool sensation.

Kleenex Cool Touch tissues will be available starting in September 2011 in the facial tissue aisle at major retailers nationwide.

The launch of the new product is being supported by a multi-million dollar integrated –marketing program that includes traditional TV advertising, online marketing and social media outreach, in-store communications, and a consumer sampling program.