cellucotton

Wood-products giant Kimberly-Clark had invented a cotton substitute in 1915, and enterprising Army nurses on the front lines of World War I had discovered that "cellucotton" served as an excellent raw material for a homemade sanitary napkin.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010

Wood-products giant Kimberly-Clark had invented a cotton substitute in 1915, and enterprising Army nurses on the front lines of World War I had discovered that "cellucotton" served as an excellent raw material for a homemade sanitary napkin.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010

Of course, Lasker had no precedents to invoke in the marketing of Kotex; but when it came time to introduce the next revolutionary cellucotton-based product for Kimberly-Clark, that new product - a disposable handkerchief called "Kleenex" - was purposefully positioned to draw on the halo effect of its older sibling.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010

When the war ended and there were no more wounds to dress, Kimberly-Clark needed a new market for cellucotton.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010

When the war ended and there were no more wounds to dress, Kimberly-Clark needed a new market for cellucotton.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010

Of course, Lasker had no precedents to invoke in the marketing of Kotex; but when it came time to introduce the next revolutionary cellucotton-based product for Kimberly-Clark, that new product - a disposable handkerchief called "Kleenex" - was purposefully positioned to draw on the halo effect of its older sibling.

How they sell you what you don't understand Jeffrey L. Cruikshank 2010