The UK’s most popular tissue brand, Kleenex has scraped its range of ‘Mansize’ tissues after consumers complained the name was sexist.
After 60 years, the product, which is sold only in the UK, will now be called ‘Kleenex Extra Large’ in response to criticism from customers. Kimberly-Clark, the company behind Kleenex, said it received a “consistent increase of complaints” about the branding.
“Kleenex Mansize tissues have been on shelves for the past 60 years. Over that time, the brand has always been characterised by a much larger tissue size, which is both soft and strong,” the company said in a statement, CNN reported.
Kleenex announced the changes after customers criticised the branding on social media, with users asking why women would be unable to use the same tissues as men.
One commentator wrote: “Hi @KleenexUK. My four-year-old son asked me what was written here. Then he asked, why are they called Mansize? Can girls, boys & mummies use them?… He suggests you should call them ‘very large tissues’. It is 2018.”
Hi @Kleenex_UK. My 4yo son asked me what was written here. Then he asked, why are they called mansize? Can girls, boys & mummies use them? I said: I don’t know & yes of course. He suggests you should call them “very large tissues”. It is 2018 pic.twitter.com/SeOg32RsDV
— Lisa Hancox (@LisaMHancox) October 10, 2018
Another added: “In this day and age, is it right for @KleenexUK to have a product that is MANsized? The world is changing, maybe they should too?”
However, other social media users branded the move as “ridiculous” and “hilarious, with another writing: “Yep, I AM getting Old! Today’s issue is Kleenex Man Sized Tissues disappearing because they are sexist. Whatever next. How did we ever become this sensitive. I shouldn’t laugh – but it’s hard not to.”
Kleenex Mansize tissues to rebrand, as the name is deemed sexist. What can we add to the list…Loose Women, Manchester & Mothercare, perhaps?
— Alex B Cann (@alexbcann) October 18, 2018
Kleenex later revealed the change in name on Twitter, writing: “Thank you for sharing your concern. We recently made changes to our Mansize branding and will now be labelled as Extra Large, keep an eye out in shops.”
Thank you for sharing your concern. We recently made changes to our Mansizebranding and will now be labeled asExtra Large keep an eye out in shops. If you would like more information please fill up our form https://t.co/Qcpf8jokzY or call our consumer service 0800 626 008.
— Kleenex (@Kleenex_UK) October 12, 2018
It comes after popular Australian sleepwear brand, Peter Alexander removed a boys jumper from its collection after a concerned mother complained the clothing item contained a “sexist statement”.
The company removed the offending jumper, which featured the slogan, “Boys will be boys”, after Melbourne mother Bridie Harris spotted it in store before later making a complaint to the company on social media.
And in May the Herald Sun reported that some Victorian councils are auditing libraries, schools and kindergartens to ensure books, games and discussion in order to better promote gender equality.