In one of the most 2018 things to happen yet, Kleenex has decided to rename their 'Mansize' tissues. No, it's not to woman size, in fact it's not even gender specific at all, they will now simply be called Kleenex 'Extra Large'.
The company are changing the name after 60 years following customer complaints that it was sexist.
So @Kleenex_UK could you help me tell my son why they’re still called Mansize? And will you consider renaming them to Extra Large tissues? Or do women and children not need bigger tissues?
— Lisa Hancox (@LisaMHancox) October 10, 2018
Kleenex then replied to Lisa and others with the announcement:
Thank you for sharing your concern. We recently made changes to our Mansize branding and will now be labeled Extra Large, keep an eye out in shops. If you would like more information please fill up our form https://t.co/mA83NBCWDX or call our consumer service 0800 626 008.
— Kleenex (@Kleenex_UK) October 12, 2018
Some have ridiculed the move however:
The average male is bigger than the average female. So how can the notion of "mansize" be sexist? It may be a generalisation but it is based on observable scientific fact. So-called political correctness has morphed into idiocy and is totally out of control. https://t.co/2PynP226LK
— Patrick O'Flynn (@oflynnmep) October 18, 2018
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
Sam Smethers, the chief executive of feminist group The Fawcett Society, explained to Sky News why the move matters: "Kleenex's re-branding matters because throughout marketing and advertising, we use lazy gender stereotypes to sell products and convey messages which reinforce those stereotypes.
"For example, strength for men and weakness for women or we find women's bodies used and objectified.
"I use 'man-sized' tissues all the time - it just means I have a bad cold!"
While a spokesman for Kimberly-Clark told The Telegraph: "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.
"Despite that, our consumer service is registering consistent increase of complaints on gender concern related to Mansize sub-brand.
"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."
While it's hardly worth getting worked up about, it is worth remembering the advertising campaign 'Mansize' kicked off with.
Look at him there, using that big complicated tape machine while she can only look on in sheer wonder.
However, as this tweeter points out:
They didn't change it to please the PC brigade. They changed it because they recognised that unnecessarily gendering their tissues might be losing them business. Why people have allowed themselves to get so worked up over it is a mystery
— Jacobçˆ¶ (@wellhat) October 18, 2018