Kleenex Says Goodbye to Its 'Mansize' Tissues, Which Will Be Rebranded as 'Extra Large'
With packages labeled "confidently strong, comfortingly soft," Kleenex's "Mansize" tissues marketed toward men had drawn increased attention on social media in recent years over its branding.
After more than 60 years, Kleenex is tossing its "Mansize" tissues following complaints of sexism.
Launched in 1956, the "Mansize" tissues were created as an alternative to handkerchiefs and remain popular to this day, according to The Associated Press, which reported that more than 3.4 million people buy the larger tissues each year.
But with packages labeled "confidently strong, comfortingly soft," the line of tissues marketed for men has drawn increased attention on social media in recent years over its branding.
"Kleenex Mansize tissues have been on shelves for the past 60 years. Over that time, the brand has always been characterized by a much larger tissue size, which is both soft and strong," Kimberly-Clark, the company that manufactures Kleenex products, said in a statement.
"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," the statement continued.
The tissues will now be known as "Kleenex Extra Large."
Kleenex isn't the only brand to draw criticism for gendered marketing.
Bic, the stationary company, memorably attracted ire in 2012 after launching Bic for Her — pink and purple pens geared toward women.
Other example include Bounce dryer sheets "for men," Chick Beer and Bombshell Jerky, beef jerky for women.
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