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P&G unveils soft as a toilet paper comfort cushions

January 16, 2014 (United States Of America)

Softness especially from toilet paper, should never be compromised. To highlight and celebrate America’s softest toilet paper, Charmin will transform the Hard Rock Cafe in Times Square, New York into the “Soft Rocks! Cafe.”

The event showcases Charmin Ultra Soft, including the inspiration, creation, and technology behind Charmin’s most comforting design with new comfort cushions.

“At Charmin we regularly speak with consumers to get their perspective on our products. When we asked them about softness, they talked about their beds – the down comforters, fluffy pillows and Egyptian cotton sheets,” said Gregg Weaver, Senior Scientist in Family Care Research & Development at P&G. “We used that insight to develop our comfort cushions, which look and feel soft like pillows.”

Charmin is partnering with musician Kenny G who is known for his soothing, soft sounds. To kick-off the celebration of softness, Kenny G will treat crowds in Times Square with an impromptu concert outside the “Soft Rocks! Cafe.”

“I have built my career around bringing my fans softness through music,” said Kenny G. “I am excited to partner with Charmin to help people add more softness into every aspect of their daily lives.”

“Consumers have told us that softness is one of three top qualities they seek in a toilet paper,” said Weaver. “Strength and absorbency are the other two. At Charmin, we make sure to deliver a well-balanced product that meets all of our customer’s needs.”

Used by more residential plumbers than any other brand, Charmin offers a clog free or the purchase is free guarantee. Consumers can also use up to four times less toilet paper with Charmin versus the leading bargain brand.

About Charmin

Charmin has been America's most popular toilet paper for more than 25 years. In the U.S., P&G offers Charmin Ultra Soft and Charmin Ultra Strong - premium two-ply toilet paper; Charmin Basic - a one-ply toilet paper; Charmin Sensitive - with gentle and soothing lotion with a touch of aloe & E; and Charmin Freshmates - flushable moist wipes.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace, Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Duracell, Fairy, Febreze, Fusion, Gain, Gillette, Head & Shoulders, Iams, Lenor, Mach3, Olay, Oral-B, Pampers, Pantene, Prestobarba, SK-II, Tide, Vicks, Wella, and Whisper.


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