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Kleenex to ditch ‘mansize’ tissue brand over sexism fallout

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Kleenex is set to scrap its "Mansize" branding tag-line from its large tissue boxes, after customer outcries that the name was sexist weighed heavily on the company.

The tissues will now be called "Extra Large", the company said on Twitter. However its parent company Kimberly-Clark said it did not itself believe the name endorsed gender inequality in any way.

https://twitter.com/LisaMHancox/status/1049986428107726848

"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." Kimberly-Clark said in a statement.

"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."

"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. Consumers may see the new name on our larger boxes in store already."

The move comes amid a wider movement against gender stereotyped-products, such as pens, confectionery and men's razors, the latter of which is not subject to VAT due to being considered an "essential" item while women's sanitary products are taxed as luxury.

The UK's Advertising Standards Authority has said it will challenge adverts which purport to uphold gender stereotypes, such as women being responsible for household chores.