FIVE THINGS ABOUT A TISSUE ERA’S END
1 MANSIZE NO MORE
For more than 60 years, Kleenex in the U.K. has had a brand of tissue called “Mansize.” But Mansize is no more after the company received complaints that the brand was sexist. Kimberly-Clark, which owns Kleenex, said the tissues would now be known as Extra Large.
2 COMPANY STATEMENT
A spokesman for KimberlyClark said the Mansize brand “has always been characterized by a much larger tissue size, which is both soft and strong.” It began as an alternative to large cotton handkerchiefs. “Despite that, our consumer service is registering consistent increase of complaints on gender concern related to (the) Mansize subbrand. 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. Our Mansize tissues remain one of our most popular products, with 3.4 million people buying these tissues every year.”
3 SEXIST BRAND
Sam Smethers, chief executive at the Fawcett Society, a feminist campaign group, praised the move: “Removing sexist branding such as this is just sensible 21stcentury marketing. But we still have a long way to go before using lazy stereotypes to sell products is a thing of the past.”
4 OLD FAVOURITE
Kleenex “For Men” tissues were launched in 1956 with the claim that they “stayed strong when wet.” In 2009, Kleenex released a television ad that showed men including actor Tom Hardy crying. In 2013, the package came in for a redesign but the company said in a PR statement: “In keeping with the recognizable Mansize style, the design refresh reinforces the Kleenex heritage, whilst drawing inspiration from the latest in men’s fashion and grooming, creating a more appealing, bold and modern take on an old favourite.”
5 BACKLASH
The move comes amid a wider backlash against unnecessarily “gendered” products, with consumers and campaigners criticizing manufacturers of razors, pens, confectionary and other products over potentially harmful gender stereotyping. Britain’s Advertising Standards Authority, which regulates ads, 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.