Kleenex renaming Mansize tissues after social media uproar

Irving Hamilton
October 19, 2018

The "for men" tissues were launched in the U.K.in 1956.

Kleenex is binning the long-time name of its largest type of tissue following complaints on social media. 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. "The world is changing, maybe they should too?" Whatever next. How did we ever become this sensitive.

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with consumers and campaigners criticizing manufacturers of razors, pens, confectionary and other products over "outdated" gender stereotyping.

Kleenex was first sold in the USA in the early 1920s as a cold cream and makeup remover and launched in the United Kingdom the following year.

But growing criticism has forced the company to change its branding. "We recently made changes to our Mansize branding and will now be labelled as Extra Large, keep an eye out in shops".

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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. "But we still have a long way to go before using lazy stereotypes to sell products is a thing of the past", she added. They'll probably throw in the word "energising" for good measure, because men would never be seen to buy a woman's "soothing" product, apparently. "Do women have different colds to men which mean they have different tissues?" "Over that time, the brand has always been characterized by a much larger tissue size, which is both soft and strong", the company said in a statement.

They will be called "Extra Large" tissues instead, after consumers had issues with the tissues, complaining that the name "Mansize" was sexist, reported British newspaper The Telegraph on Wednesday (Oct 17).

It states: "Kimberly-Clark in no way suggests that being both soft and strong is an exclusively masculine trait, nor do we believe that the Mansize branding suggests or endorses gender inequality".

The tissues, which had been on shelves for 60 years, were launched at a time when large cotton handkerchiefs were still very popular and the brand offered "a unique disposable alternative", the company said.

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