Choosing the right wiper for the right job is set to become easier than ever, following Kimberly-Clark’s global re-branding of its entire wiper range.

Customers’ requirements are becoming more clearly defined when it comes to wiping – their needs are either specialist or general purpose.

Kimberly-Clark is now reflecting this in its new branding which is being introduced over the next twelve months.

KIMTECH* Specialist Wipers are designed specifically for exacting tasks and critical environments, whereas general-purpose wipers, designed for everyday wiping and cleaning, will be re-branded WYPALL® Wipers.

General-purpose wipers are used for different purposes – sometimes for repeat-use cleaning, or for single use such as wiping away dirt and spills. So, to clarify its general-purpose range, Kimberly-Clark is subdividing its WYPALL® Wipers into two categories: WYPALL® L Wipers for limited-life use, and WYPALL® X Wipers for extended use. These customer-focused plans will be completed during the next twelve months.

The simplification of its branding is a direct result of a major UK customer research programme looking at wiping tasks in a wide range of industries. The results highlight the fact that when customers choose a general-purpose wiper they looked for three key criteria. These are absorption capacity, wet strength and absorption rate.

Kimberly-Clark tested its range against these criteria, and the results have led to its re-branded general-purpose WYPALL® products being grouped into performance categories – the higher the number, the greater the wiping performance. Customers can now select the wiper’s required performance level for any task.

Explaining the re-branding, K-C European Marketing Manager – Anne Heaslip said: “To make the selection process totally customer focused our branding is now based on the performance of the wiper. This also enables customers to choose the right wiper easily and with confidence. There will be no change to the ordering codes or the products themselves during the re-branding process.”

To find out more, including specific product information go to Limited Life Wipers