Lotus unveils luxury toilet paper with £3m TV push

Georgia Pacific is planning to launch a luxury toilet paper aimed at women, backed by a &£3m television campaign. The tissue, an extension to company’s Lotus Freshness range, is being rolled out across retail outlets this month.

The launch is the first from Georgia Pacific since Simon Hawkes, formerly UK marketing director and the man who launched the Lotus brand in the UK, left to set up his own company.

The product claims to use new technology to incorporate a cleansing balm into a three-ply tissue and is being positioned to compete with the moist tissues available from rivals such as Andrex. Marketing manager Selim Eker says: “Research shows us that women find it inconvenient to use moist wipes and toilet paper together.”

The TV campaign, created by HHCL/Red Cell, is expected to break in October.