P&G reinvents Charmin toilet paper perforation line

After several years of testing, Procter & Gamble (P&G), through its Charmin toilet paper brand, has developed a significant innovation for its Ultra Soft rolls. In this regard, Charmin has reinvented the square by replacing the traditional perforation line of toilet paper with a scalloped  edge to provide a smoother and enhanced tear.

In addition, the multinational has also introduced Smooth Tear toilet paper in the United States, which already incorporates the new perforation format as part of the Ultra Soft category, offering a more pleasant touch.

“This is something the toilet paper category hasn’t seen, and we’ve spent more than five years perfecting the technology and design behind it,” said Rob Reinerman, Charmin Vice President, Procter & Gamble. “At Charmin, we’re all about delivering a better bathroom experience and delivering superior products with the best performance, ultimately delivering value to our consumers. It’s why we keep innovating and investing in performance.” he added.

Many consumers experience frustration when they fail to achieve a clean  tear, resulting in more toilet paper usage and the potential for waste. In this sense, this innovation aims to provide a uniform and clean tear every time, thus addressing various pain points  that arise when using toilet paper. According to the company, Charmin Ultra Soft Smooth Tear allows people  to obtain the desired amount without tearing during distribution and leaving a clean and smooth cut.

“Consumers’ #1 complaint to our call centers over the years has been the uneven tears from the square shape,” said Gregg Weaver, Senior Scientist, Procter & Gamble. “The uneven tear is a result of straight perforations that don’t match the direction that consumers pull sheets and where the toilet paper is hung in the bathroom. The new Charmin wavy perforation ensures that you’re able to tear smoothly no matter where and how you tear.”