Modern Marketing

Kleenex rebrands ‘mansize’ tissues as ‘extra-large’ in the name of equality

By John Glenday | Reporter

October 19, 2018 | 3 min read

Tissue brand Kleenex is to excise its ‘mansize’ range in favour of ‘extra-large’ in order to counter allegations of sexism.

Kleenex Extra Large will take to the shelves in a uni-sex sales push amid mounting criticism of the choice of wording, a hangover from the 1950s when the brand first launched ‘Kleenex for Men’ as an alternative to large cotton handkerchiefs.

Continuing that tradition the outsize hankies are claimed to be 'comfortingly soft and strong so you can be confident it won't let you down'.

Kleenex

Kleenex rebrands ‘mansize’ tissues as ‘extra-large’ in the name of equality

A spokesperson for Kleenex parent company Kimberley-Clark said: “We are always grateful to customers who take time to tell us how our products can be improved, and we carefully consider all suggestions. Thanks to recent feedback we are now rebranding our mansize tissues to Kleenex Extra Large.”

The roll-out is already underway with ‘mansize’ stock no longer being replaced.

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