Kleenex rebranding its 'mansize' tissues after complaints of sexism

Lloyd Doyle
October 21, 2018

Kleenex maker Kimberly-Clark is in the process of rebranding their "Mansize" tissues after buyers complained that the tissues were sexist.

They're "confidently strong and comfortingly soft" and for years, have been marketed for men.


The company says: "We recently made changes to our Mansize branding and will now be labeled as Extra Large keep an eye out in shops".

A spokesman from Kimberley-Clark, which owns Kleenex, told The Telegraph that its consumer service had been registering a consistent increase in gender-related complaints about the Mansize name.

After 60 years, the tissue boxes will be renamed "Extra Large" in response to criticism from customers and feminist campaigners.

In April 2018, CNBC reported, Huggies and Kleenex producer Kimberly-Clark reported better-than-expected first-quarter profit and sales on Monday, helped by strong growth in tissue sales.

As described in their product description, Kleenex Mansize Tissues were created because "sometimes we need a little softness with our strength".

But M&S's refusal was followed by Waitrose deciding to change the name of its "Gentleman's Smoked Chicken Caesar Roll", despite Gentleman's Relish being an ingredient.

Amy Lame, who was appointed by London Mayor Sadiq Khan as the capital's first Night Czar in 2016, posted an image of the product on Twitter with a smirking emoticon. The brand may have ditched its "not for girls" slogan on standard Yorkie bars, but Yorkie Mansize Buttons are still listed among current products on its website.

A Waitrose spokesperson said: "It's never our intention to cause offence - we're not dictating who should eat this sandwich". We hope anyone who tries it will love the distinctive flavours. "Do women have different colds to men which mean they have different tissues?"

She told Sky News: "Kleenex's re-branding matters because throughout marketing and advertising, we use lazy gender stereotypes to sell products and convey messages which reinforce those stereotypes".

Other reports by Iphone Fresh

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