3 lessons from Kleenex UK’s move to rebrand its ‘Mansize’ tissues
Kimberly-Clark said it faced increased backlash over its ‘soft and strong’ product line, and though the name didn’t endorse gender inequality, it was listening to its customers’ feedback.
A line of Kleenex tissues in the United Kingdom will soon have a new name.
The company recently announced that it was changing its “Mansize” tissues to “Extra Large” after many consumers complained the moniker was sexist.
A spokesman for Kimberly-Clark said: “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.
“It was launched at a time when large cotton handkerchiefs were still very popular and Kleenex offered a unique disposable alternative. Despite that our consumer service is registering consistent increase of complaints on gender concern related to Mansize subbrand.
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