|The First Art Newspaper on the Net
||Established in 1996
|| Thursday, August 17, 2017
|Toilet paper goes chic with designer covers |
This product image provided by Kimberly Clark Corp., shows Cottonelle toilet paper with roll covers. AP Photo/Kimberly Clark Corp.
By: Mae Anderson, AP Retail Writer
ATLANTA (AP).- Are you ready to "Respect the Roll?"
Kimberly-Clark is looking to shake up the toilet-paper accessory category with toilet roll covers from designer Jonathan Adler.
To boost awareness about a new formulation of its Cottonelle toilet paper that it says is 30 percent stronger, Kimberly-Clark Inc. decided to forgo traditional advertising. Instead, it's offering limited-edition boxes to hide your backup rolls. Who knew you needed such a thing?
It's the latest effort by consumer product makers to spice up stagnant categories with eye-catching design. In 2010, Kotex introduced the "U by Kotex" line of pads and tampons with neon packaging and pad carriers designed by stylist Patricia Fields, for example.
Allen Adamson, managing director of global branding firm Landor in New York, said Target Corp. has successfully brought design to a lot of consumer product categories with such lines as the housewares rethought by renowned industrial designer Michael Graves.
But it's new for toilet paper.
"It's just surprising when design finally meets toilet paper that's sort of the final frontier," Adamson said.
Even though it's a $10 billion industry, according to Nielsen, most people don't pay attention to which toilet paper roll they buy or they stay loyal to one brand for decades.
"Consumers shop on autopilot and shop quite a bit on deal," in the toilet-paper aisle, admitted Kurt Simon, brand director for Cottonelle. "They tune out when they go into the aisle. And, largely speaking, they tune out (toilet paper) advertising as well."
Adler created covers in three bright, geometric patterns. Known for bold colors and pop graphics, he has designed everything from home furnishings to hotels and currently operates 16 of his own stores.
The roll covers will be available in January at respecttheroll.com for a shipping charge of $1.99 plus an offer code from a package of Cottonelle toilet paper. Or you can order one now for $3.99, including shipping.
Adler, whose other projects have included straws for extra-skinny Diet Pepsi cans, said the uniqueness of toilet paper covers appealed to him. He wanted them to be "bold, punchy and mood-enhancing" and tried to infuse a "pop-art element."
"I don't get calls every day to design spare toilet roll covers," he said. "But I believe every piece in your home, no matter how unexpected or mundane, should be fabulous."
Copyright 2011 The Associated Press.
December 30, 2011
Titanic artifacts, more than 5,000 estimated at $189 million, headed to auction at Guernsey's
Museo de Arte de Ponce announces "Treasures of the Collection in Context: The Pre-Raphaelites"
Stanford University Silicon Valley Archives offer window into Apple origins
IWM launches new app with ArtFinder: Great British posters from the second World War
Comprehensive tour of Frank Lloyd Wright's Fallingwater: Virtual tour now available for the iPad
New York City Mayor Michael Bloomberg says work on 9/11 museum has stalled
The complete letters: Filmed correspondence on view at the CCCB in Barcelona
LA Art Show: Modern & Contemporary features new works by Damien Hirst and David Bailey among others
God(s): A User's Guide an opportunity to discover and reflect on religious practices
New exhibition features microscopes from the Golub Collection, University of California, Berkeley
Tonya A. Cameron to auction Asian art, antiques and historical ephemera from estate of Boston theater critic
Composed: Identity, Politics, Sex - New installation of works by seven contemporary artists
Gaëtane Verna appointed Director of The Power Plant Contemporary Art Gallery
Art Stage 2012: Chen Wenling in Singapore with Red Memory and China Scene
Italy probes report that Colosseum stones fall
Beat by the Bay: San Francisco artists & galleries of the fifties at Ever Gold Gallery
Toilet paper goes chic with designer covers
Scholars want help identifying slaves' origins
Coal country has tourism potential in West Virginia
Most Popular Last Seven Days
1.- Basquiat: A darling of pop culture, but not museums
2.- Edward Hopper House unveils new collection of the American artist's early years and memorabilia
3.- Alice Cooper finds precious Warhol work in storage
4.- Evidence of Babylonian destruction of Jerusalem found at the City of David
5.- Metropolitan Museum of Art exhibits masterpieces by painter Cristóbal de Villalpando
6.- Exhibition on Screen to open its fifth season with Canaletto & the Art of Venice
7.- Gifts to Britain's Queen Elizabeth II go on display at Buckingham Palace
8.- The Museum of Contemporary Art Chicago opens first-ever museum exhibition of Amanda Williams
9.- Exhibition details how Israel's Mossad tracked down and captured Adolf Eichmann
10.- Extraordinary embroidery: Hidden histories of ordinary girls revealed through their sewing
Museums, Exhibits, Artists, Milestones, Digital Art, Architecture, Photography,
Photographers, Special Photos, Special Reports, Featured Stories, Auctions, Art Fairs,
Anecdotes, Art Quiz, Education, Mythology, 3D Images, Last Week, .
|Royalville Communications, Inc|
Tell a Friend
Dear User, please complete the form below in order to recommend the Artdaily newsletter to someone you know.
Please complete all fields marked *.