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Kleenex is rethinking her Mansize fabrics after receiving complaints for sexist denomination. The company said the product would rather call Kleenex Extra Large.
Kleenex was sold for the first time in the United States in the early 1920s as a cold cream and makeup remover and launched in the UK the following year. The company launched "Kleenex for Men" in 1956 claiming that the fabrics "would stay strong when wet".
But growing critics have forced the company to change brands. Consumers tweeted to ask Kleenex why her products still use the term "mansize" when "the world changes".
Lisa Hancox
(@LisaMHancox)Hi @Kleenex_UK. My 4 year old son asked what was written here. Then he asked: why are we called mansize? Can girls, boys and mothers use them? I said: I do not know and yes of course. He suggests calling them "very big fabrics". It's 2018 pic.twitter.com/SeOg32RsDV
Waseem
(@ Bennydiction6)Nowadays, is it just for @Kleenex_UK to have a product that is MANsized? The world may change that they should too? #BOUCRY
A spokesperson for Kimberly-Clark, Kleenex's parent company, said, "Kleenex Mansize paper tissues have been on the shelf for 60 years. The brand is characterized by a much larger fabric size, both soft and durable.
"It was launched at a time when large cotton handkerchiefs were still very popular and Kleenex offered a unique disposable alternative. To date, it remains one of our most popular products, with more than 3.4 million people buying the fabrics each year.
"We are always grateful to customers who take the time to tell us how to improve our products and we carefully review all suggestions. Thanks to recent comments, we are renaming our Mansize fabrics to Kleenex Extra Large. "
The spokesman said that consumers could already see the new name on some boxes in the stores.
This decision follows Waitrose's announcement that it was changing the name of its gentleman's smoked chicken caesar roll due to complaints.
The Advertising Standards Authority (ASA) has stated that it has not received a complaint about Kleenex ads referring to Mansize fabrics.
Although ASA did not detail complaints about sexism in advertisements, a spokesperson said that gender representation was a "topical issue". The ASA has undertaken considerable work on gender stereotypes in advertisements over the past 18 months, the spokesman said.
This included research on public opinion and consultation on a proposed new rule for the prevention of harmful sexist stereotypes.
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