Kleenex renames its Mansize tissues brand as ‘extra large’ after complaints the original name was sexist

Thursday, October 18, 2018
By Paul Martin

The new boxes are to be renamed ‘extra large’ because ‘mansize’ was too sexist
Social media erupted in debate after it was announced on Kleenex’s account
It comes amid a wider backlash against unnecessarily gendered products

18 October 2018

Kleenex is scrapping its ‘Mansize’ tissues branding after consumers complained that it is sexist.

The company said it is changing the name of the tissues to “Kleenex Extra Large” following feedback from customers.

Kimberly-Clark, which owns Kleenex, said it succumbed to growing public demand to change the name, despite not itself believing that the Mansize branding suggests or endorses gender inequality.

It comes amid a wider backlash against unnecessarily gendered products, with consumers and campaigners criticizing manufacturers of razors, pens, confectionery and other products over ‘outdated’ gender stereotyping.

Kleenex For Men first launched in 1956 with the claim that they would ‘stay strong when wet’.

However consumers have tweeted Kleenex to ask them why its products still use the term Mansize, saying ‘the world is changing and that it is 2018’.

A Kimberly-Clark spokeswoman said: ‘Kleenex Mansize tissues have been on shelves for the past 60 years.

‘The brand has been characterised by a much larger tissue size, which is both soft and durable.

‘It was launched at a time when large cotton handkerchiefs were still very popular and Kleenex offered a unique disposable alternative.

‘To this day, it remains one of our most popular products, with over 3.4 million people buying the tissues every year.

‘We are always grateful to customers who take time to tell us how our products can be improved, and we carefully consider all suggestions.

‘Thanks to recent feedback we are now rebranding our Mansize tissues to Kleenex Extra Large.

‘Consumers may see the new name on our larger boxes in store already’.

Details of the change by Kleenex appeared on the company’s official Twitter feed and followed complaints from customers.

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