They say everything is bigger in the US. Cars, houses, roads, portions, people, debt, you name it and it’s bigger.
I’ve discovered something that isn’t bigger in the US: Kleenex facial tissue.
Yup, in the UK we have something called Mansize Kleenex.
I’ve often thought how strange it is to call it mansize. Why do men get bigger tissues? Why is a larger, stronger product only aimed towards men? Do women not need larger, stronger tissues? Is it because women generally have smaller noses? Less snot? Do men purchase, and use, more tissues if they are positioned as masculine, tough and durable? If they sneeze and are offered a regular tissue, do they turn it down, saying, “No, I couldn’t possibly use that pansy tissue! Look at me! I need bigger! Stronger! More reliable! GET ME THE MANSIZE KLEENEX BEFORE I LAUNCH A SNOT ROCKET!”
When I saw the new ads for Mansize Kleenex, showcasing the smaller boxes the tissues now come in, I started thinking about the concept again. The ads feature men, women, and children all using the tissues and yet it’s still marketed as “mansize”.
I couldn’t recall ever seeing “mansize” tissues in the US and I was pretty sure that sort of label wouldn’t work over there. The “mansize” label doesn’t offend me but it does intrigue me. The regular sized tissues have always done the job for me and Scott. To be honest, until they came out with the smaller boxes of Mansize Kleenex, I thought it was ridiculous to have such a mahoosive box of Kleenex in the house anyway. (Unless I was
12 years old 8 years old and still playing with Barbies. They’d make perfect duvets for Barbie and Ken.)
It seems to me the larger tissues in grey and black boxes would be more appealing to male consumers anyway. Why still have the “mansize” label? Can I be the only one who has wondered how this label still flies with consumers? Is it because I come from the land of political correctness?
I decided to ask Kimberly-Clark.
To: Consumer Services
Subject: Mansize Kleenex
As an American living in the UK, I was surprised to see Mansize Kleenex on the shelves of my local supermarket. This is something I’ve never seen in the US. Do the bigger, stronger Kleenex products exist in the US but go under a different name? Do you ever get complaints about it being called “mansize”? I wonder if the non-PC aspect of this is why “mansize” Kleenex products aren’t available to the American consumer. I’d be interested to know if the product exists under a different name in the US or if the UK is the only country lucky enough to experience stronger, bigger tissues.
I waited longer than expected for a reply. They must have had a toilet paper crisis or something, but 16 days later, Kimberly-Clark did get back to me.
From: Consumer Services
Subject: Mansize Kleenex
Thanks for your e-mail about Kimberly-Clark products.
Due to a marked decline in consumer preference, we are no longer manufacturing KLEENEX® Extra Large facial tissue in the United States. It was discontinued in August of 2009. We hope this information helps.
Thanks again for your e-mail.
Consumer Services, Kimberly-Clark Corp.
Lead the world in essentials for a better life.
So this is interesting. Not only were they not called “mansize” (no surprise there) in the US, but extra large tissues just weren’t popular either. Americans love bigger, better, and stronger! What is going on?!
Not only am I puzzled by the “mansize” label, but now also about the need for larger tissues in Britain. Could it really be true that Brits–men and women–have larger noses and more boogers* and therefore a greater need for super-sized tissues?
*Or “bogey” as they say over here.