Kleenex to rebrand ‘Mansize’ tissues as ‘Extra Large’ after sexism complaints

Marco Green
October 21, 2018

Kleenex is getting rid of "Mansize" branding from its tissue boxes after 60 years on the shelves after consumers called it out for being sexist. In 1956, when they were first introduced, Kleenex said the "mansize" tissues would "stay strong when wet".

Responding to complaints, the company will rebrand them as "Extra Large" and has asked consumers to "keep an eye out" for the new designs.

The parent company of Kleenex will stop marketing one of its tissue products as "Mansize" after complaints of sexism.

Kleenex will re-brand its "mansize" tissues after consumers complained the name was sexist - sparking a social media debate as to whether the name is being interpreted too literally.

However, consumers had tweeted manufacturer Kimberly-Clark to ask why its products still use the term "Mansize", saying "the world is changing" and that "it is 2018". No, it's not to woman size, in fact it's not even gender specific at all, they will now simply be called Kleenex "Extra Large".

The roll, which is from Heston Blumenthal's range, contains anchovy mayonnaise, similar to Gentleman's Relish anchovy paste.

"I said: I don't know and yes of course".

"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 flavors", a Waitrose spokesperson told the Telegraph. Waitrose, for its part, said it was changing the name of the sandwich.

Sam Smethers, the chief executive of feminist group The Fawcett Society, explained why the move matters.

"For example, strength for men and weakness for women or we find women's bodies used and objectified".

The UK Advertising Standards Authority, which regulates adverts, has also said it will ban those that encourage gender stereotypes, such as women cleaning up after their family, or men failing to do housework. "But we still have a long way to go before using lazy stereotypes to sell products is a thing of the past", she added.

Other reports by Click Lancashire

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