'MANSIZE': Kleenex to rebrand tissues after gender complaints

Cornelia Mascio
Ottobre 18, 2018

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

Tissue maker Kleenex is to rebrand its "Mansize" boxes, after the company received a complaint that the name is sexist.

In another example, the British grocery chain Waitrose on Thursday said it will be changing the name of its Gentleman's Smoked Chicken Caesar Roll because of complaints the name was sexist.

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

Customer Lisa Hancox wrote: "Hi @KleenexUK".

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". Can girls, boys & mummies use them?

'It was launched at a time when large cotton handkerchiefs were still very popular and Kleenex offered a unique disposable alternative. "The world is changing, maybe they should too?"

Others ridiculed the step, with some deeming it unnecessary.

"I never knew sandwiches were gender specific", she said. "I shouldn't laugh - but it's hard not to". "What can we add to the list.Loose Women, Manchester & Mothercare, perhaps?"

The company introduced Kleenex for Men in 1956 with the claim that the tissues would "stay strong when wet".

"Thanks to recent feedback we are now rebranding our Mansize tissues to Kleenex Extra Large", the company said in a statement to CBS MoneyWatch.

Sam Smethers, who is chief executive at the Fawcett Society, a feminist campaign group, approved of Kimberly-Clark's revamping of "Mansized" tissues and praised the move in a statement to the outlet.

Kimberly-Clark said the product, which is sold only in the United Kingdom, has been on store shelves for 60 years, noting that it started selling the large tissues when people commonly used cotton handkerchiefs.

"Over that time, the brand has always been characterised by a much larger tissue size, which is both soft and strong".

The company behind Kleenex, Kimberly-Clark, said Thursday that the product, which is sold only in the United Kingdom, will now be called "Kleenex Extra Large".

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.

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