Bathroom essentials aren’t an area you want to skimp on, especially when it comes to toilet paper. Having thin, one-ply toilet tissue is not something we’d wish on even our worst enemies, and luckily, brands like Charmin have been serving up plush rolls of comfort for as long as we can remember. Just when you didn’t think there was a way the toilet paper industry could get more innovative, the folks at Procter & Gamble show up with a major bathroom plot twist—toilet paper with scalloped tear-off sheets. Here’s everything you need to know about the new look.

 

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Understanding the Problem

You wouldn’t think there’s much concern in the world of toilet paper besides getting the—you know, job done—but it turns out that consumers have had a long-standing issue with toilet paper occasionally tearing off unevenly. So much so that it’s the top complaint to call centers. Charmin, which is owned by Procter & Gamble finally decided that enough is enough. So, for the first time in 100 years, they’re reinventing the wheel—or rather, the roll—to feature a scalloped perforation instead of a straight edge.

The Solution: Scalloped Edges

Unlike traditional straight perforations, the new Charmin wavy perforation promises a smooth tear every time, regardless of where or how you tear the paper. This technological breakthrough involves a significant redesign, swapping out the perforation line on the sheets and ultimately birthing the product, Smooth Tear, within the Ultra Soft category. It’s something that’s been in the works for the last five years getting perfected.

 

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Charmin’s Humble Beginnings

Renowned for its softness and quality, Charmin has become a staple in households across the globe. However, the journey to becoming a household name was not instantaneous; it is a tale of innovation, perseverance, and a commitment to excellence.
The story of Charmin begins in the early 1920s when the Hoberg Paper Company, located in Green Bay, Wisconsin, introduced a new product: Charmin toilet paper. Originally marketed as a premium, luxurious alternative to the rougher papers commonly used at the time, Charmin set itself apart with its soft texture and absorbency. This set a new standard for toilet paper, and we couldn’t be more grateful.

Despite its initial success, Charmin faced challenges in the market due to its higher price point compared to other toilet paper brands. However, the company’s commitment to quality soon won over consumers, and Charmin began to gain traction as a premium brand associated with comfort and indulgence.

How Procter & Gamble Switched Things Up

In the 1950s, Procter & Gamble acquired the Charmin brand, bringing with it the resources and expertise needed to expand its reach and influence. Under P&G’s stewardship, Charmin underwent further refinement, with a focus on improving softness, strength, and absorbency. These efforts paid off, and Charmin cemented its reputation as one of the leading toilet paper brands in the industry.

Throughout the latter half of the 20th century, Charmin continued to innovate, introducing new features such as quilted texture and double rolls to enhance user experience and convenience. These innovations helped Charmin keep its position as a top choice among individuals in search of quality toilet paper and established it as an iconic and recognizable brand.

One of the most significant milestones in Charmin’s history came in 1964 with the introduction of the iconic Charmin Bears. These animated characters, depicted in various advertising campaigns, helped to further establish Charmin as a household name while reinforcing its association with comfort and softness.

In the decades that followed, Charmin continued to evolve, adapting to changing consumer preferences and technological advancements. From the introduction of ultra-soft varieties to eco-friendly options made from recycled materials, Charmin has remained at the forefront of innovation in the toilet paper industry.

Today, Charmin stands as a testament to quality and comfort. Its journey from a niche luxury product to a household staple reflects not only the evolution of toilet paper but also shifting attitudes towards hygiene and convenience.