Reimaged Tissue Paper Constructions

For the first time in a century, Charmin is revolutionizing its toilet paper design with the introduction of the Charmin Ultra Soft Smooth Tear. This significant innovation, part of the Ultra Soft category, is now making its way to stores, offering a more enjoyable and efficient bathroom experience.

The traditional perforation line on Charmin's toilet paper squares has been replaced with a scalloped edge. This new design ensures a smoother and more consistent tear, addressing a common frustration among consumers – the inability to tear off a clean square, which often leads to wastage. Rob Reinerman, Vice President at Charmin, Procter & Gamble, emphasized that this innovation comes after more than five years of perfecting the technology and design. The goal is to enhance the overall bathroom experience by providing superior products that offer real value to the consumer.

Gregg Weaver, Senior Scientist at Procter & Gamble, noted that the top complaint from consumers has been the uneven tearing of squares due to straight perforations. The new wavy perforation design of Charmin Ultra Soft Smooth Tear aligns with the natural direction in which users tear sheets, ensuring a smooth tear regardless of the sheet's orientation.