SHINE TO GO(TM) Portable Shoe Polisher Offers Convenience and Performance Unmatched in Shoe Care Market

ROSWELL, Ga., Feb. 7 /PRNewswire/ -- Does the modern man remind you of someone? Take a look at his father. From the renewed gravitation toward sophisticated spirits like scotch to the fact that gift certificates for old-fashioned barber shaves have topped men's holiday gift guides across the country, guys are taking a cue from the men who reared them as they revisit all things classic.

What's old is new again, and as fashion and image become more important in their everyday lives, men are increasingly focused on style and grooming. Case in point: shoes. Sales of higher-end shoes are growing at a faster rate than mid-price brands. And men aren't just shopping for nicer shoes; they're seeking ways to take better care of them.

To aid with this task, Kimberly-Clark today announced the arrival of Shine to Go(TM) Shoe Polisher, a nourishing polisher set to revolutionize the shoe care market. Designed to offer today's busy professional an entirely new, convenient and portable solution never before possible, the proprietary all-in-one Shine to Go system delivers all the benefits of a quality shine -- deep luster, water-resistant protection, scuff coverage and real cream polish -- in just minutes.

Since 60 percent of adults groom on-the-go, convenience is paramount when it comes to shoe polish. However, quick fixes like shoe wipes and sponges don't provide a quality shine. No product on the market matches the convenience and performance delivered by Shine to Go. The entire package is smaller than a dollar bill, enabling consumers to shine wherever and whenever they need to so they can look their best.

The result? Shined shoes -- just like Dad's -- without all the fuss.

WORK IT OUT

According to a recent survey(1), maintaining a professional appearance down to one's shoes increases confidence (77%) and assertiveness (60%) and creates the perception of earning a higher salary (71%) within the workplace.

    --  Thirty-eight percent would shine more often if they had a more
        convenient method.
    --  Three-fifths (59 percent) of professionals shine their shoes at least
        once a month.
    --  However, one-quarter of professionals never shine their shoes because
        traditional home-polishing is inconvenient, time-consuming and messy,
        and polish often ends up where it's not wanted.

Achieving the look of today's successful professional creates a powerful perception among peers: a good shine is recognized, appreciated and acknowledged.

"Our survey proves that professionals recognize shined shoes as a critical part of a finished look, yet they're shining less than ever because of the inconvenience, time commitment and mess they encounter when they go about it the traditional way," said Bruce Williamson, Kimberly-Clark director of sales and marketing. "We're proud that Shine to Go(TM) Shoe Polisher will deliver them the confidence that can only come from shined shoes in a portable yet highly effective all-in-one system."

MAINSTREAM MASCULINITY

The term 'metrosexual,' made popular in the mid-1990s, referred to men that took a serious approach to wellness and looking good. Research shows that this niche urban set has been replaced by a more mainstream consumer group. Dubbed 'ubersexuals,' these modern men are unquestionably masculine but aren't embarrassed to admit that they put time and effort into looking good, whether by lathering on the moisturizer or shining their shoes.

    --  A recent study(2) reveals that spending time in front of the mirror is
        more important to European and American men than it is to women.
    --  More than $16 billion was spent on men's personal care, grooming,
        cosmetics, and toiletries last year.
    --  Additionally, nearly one-third (31%) of spa goers in the United States
        are men, compared to 24 percent four years ago(3).

WOMEN NEED TO SHINE TOO

The Shine to Go survey revealed that although women tend to keep their shoes in better condition than their male counterparts, 41 percent never shine. Some reasons for resistance are that traditional shining can be a hassle and convenient shiners don't work on annoying heel scuffs. Shine to Go is the perfect solution since more than 80 percent of women report being in a better mood when they feel they look their best.

PRODUCT INFO

Shine to Go Polisher retails at $.99. One Shine to Go polishes a pair of shoes, and can be purchased in three colors (black, brown and clear) in single or multi-packs through popular online and retail outlets such as Amazon.com, Drugstore.com, FedEx Kinko's, Office Depot, Supervalu (including Albertsons) and Wal-Mart.

About Kimberly-Clark

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people -- nearly a quarter of the world's population -- trust K-C's brands and the solutions they provide to enhance their health, hygiene and well being. With brands such as Kleenex(R), Scott(R), Huggies(R), Pull-Ups(R), Kotex(R) and Depend(R), Kimberly Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 135-year history of innovation, visit http://www.kimberly-clark.com.

    (1) Survey fielded by Braun Research among a sample of 500 white collar
        workers ages 25-54 who describe their work attire as professional. The
        survey was conducted by telephone from Oct. 10 - 18, 2007, and the
        margin of error for the findings is +/- 4.4 percent at the 95-percent
        confidence level.
    (2) Psp-interactive.com, Nov. 2007 issue
    (3) International Spa Association's 2006 Consumer Trends Report