K-C's Cottonelle toilet paper brand's modernized roll covers a hit with consumers; close to 300,000 have purchased a brand designer roll cover, resulting up to 72 requests/minute

Michelle Rivera

DALLAS , August 25, 2011 (press release) – Polka dots, choker necklaces and camouflage prints aren't the only classics making a fashionable comeback this fall. The classic toilet paper roll cover is making a splash with a fresh new look in bathrooms across the country. Since August 1, when the Cottonelle brand introduced its fall collection of modernized roll covers at RespectTheRoll.com, roll covers have been flying off the virtual "shelves."

Nearly 300,000 people have jumped at the opportunity to respect their toilet paper roll with a Cottonelle brand designer roll cover, resulting in up to 72 requests per minute on RespectTheRoll.com at the height of website traffic.

Cottonelle brand created the "Respect the Roll" program to change people's point of view on toilet paper with new ways and reasons to respect the roll. From holders for their toothbrushes to stylish containers for cotton swabs, many people take great care when it comes to the look and feel of their bathroom, except when it comes to their toilet paper. Cottonelle brought back the bathroom classic with a modern take to help people care for their toilet paper like never before.

"The Cottonelle brand introduced new designer roll covers to shine a spotlight on our most care-worthy toilet paper ever, Cottonelle Clean Care," said Matt Steele, Cottonelle associate brand manager. "We're thrilled that so many people are rethinking how they care for their toilet paper and want to respect the roll with a Cottonelle brand designer roll cover."

The Cottonelle brand designer roll covers feature three fashion-forward designs inspired by the latest trends. Marked by colorful prints and patterns and designs that look hand-sketched, the roll cover designs were inspired by feverish trends, explained Kimberly-Clark Designer Christine Mau.

"In today's high-tech, digital world, there is a trend toward design that feels like it was touched and created by hand," said Mau. "These roll covers, inspired by a Mid-Century Modern movement, will make people stop and take notice and, in turn, make them think about caring for their toilet paper like never before."

To learn more about roll covers, consumers can visit RespectTheRoll.com. Beginning at the end of September, people also can visit the Cottonelle Facebook page, where the brand will be giving away 25,000 more roll covers.

About Cottonelle Brand

The Cottonelle brand provides innovative comfort solutions for perineal personal care. Cottonelle toilet paper is available in three forms: Cottonelle Ultra toilet paper, Cottonelle Aloe & E toilet paper, and Cottonelle Premium toilet paper. To help people feel cleaner and fresher than with toilet paper alone, Cottonelle offers Cottonelle Fresh Flushable Moist Wipes and Cottonelle SoothingClean Flushable Moist Wipes enriched with Aloe & E. For the latest product information, visit www.cottonelle.com.

About Kimberly-Clark

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people—nearly a quarter of the world's population—trust K-C brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 139-year history of innovation, visit www.kimberly-clark.com.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.