'MANSIZE': Kleenex to rebrand tissues after gender complaints

19 Octobre, 2018, 17:54 | Auteur: Auguste Feret
  • Credit PA

When queried on Twitter if this brand was specific to men, the company replied by saying: "this extra-large, strong and gentle tissue is not just for men".

Kleenex For Men tissues were launched in 1956 and the company has taken this decision after various complaints were made on social media.

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

Kleenex announced the changes on social media after customers challenged the branding. "The world is changing, maybe they should too?"

Hi @Kleenex_UK. My 4yo son asked me what was written here. "I doubt it, probably doesn't suit their narrative", he said.

From Yorkie's infamous "not for girls" campaign to Bic's pink pens "for her", gendered products have been a marketing mainstay and stirred controversy for decades - but times are changing.

Another consumer tweeted: "In this day and age, is it right for @KleenexUK to have a product that is MANsized? I shouldn't laugh - but it's hard not to".

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It still remains one of their most popular products, with over 3.4 million people buying the tissues every year. "What can we add to the list.Loose Women, Manchester & Mothercare, perhaps?" However, as critics ridiculed the trend for scrapping long-standing brand names on the basis of a few online complaints, M&S declared: 'We're not now planning on making any changes'.

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

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. "Kleenex Mansize is comfortingly soft and strong so you can be confident it won't let you down".

In a statement, the company said that they received a "consistent increase of complaints on gender concern", and as a result, they will rebrand the tissues as "Kleenex Extra Large".

The company has yet to respond to the Guardian's request for comment, but a spokesman for its parent company, Kimberly-Clark, told the Daily Telegraph: "Kleenex Mansize tissues have been on shelves for the past 60 years".

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