• by Les Luchter , February 1, 2025

Charmin Ultra Soft Smooth Tear, the brand touted recently by Procter & Gamble CEO John Moller as having “the biggest toilet paper innovation in 100 years,” (hint: it's easier to tear off the roll) can also help consumers “Prevent the Dump,” according to P&G.

No, not that kind of dump -- but the dumping of a date or love interest, particularly relevant during cuffing season, when cold weather leads singles to seek out the warmth of partners.

Charmin released results of a YouGov survey showing that 20% of respondents know someone who dumped a partner “because of low quality toilet paper (TP).”

Per the brand, “a smoother, cleaner tear for a better bathroom experience” is one of “the little things that keep a relationship rolling.”

To get this point across, Charmin has recruited reality TV star Brittany Cartwright (Bravo’s “Vanderpump Rules”).

With a divorce from her co-star Jax Taylor in progress, Cartwright said in a statement that “There’s a lot I look for in a date, and believe it or not, superior toilet paper, like Charmin, is a major green flag.” (Well, she did say "believe it or not," addressing the skeptical elephant in the room.)

Others apparently agree, with Charmin’s survey results showing nearly two-thirds of respondents more “likely to continue dating someone with premium vs flimsy TP,” 20% admitting to “snooping through a date/love interest’s bathroom cabinets,” 58% saying they “can tell a lot about a person based on what’s in their bathroom,” 57% “judgmental of a date/love interest based on the cleanliness of their bathroom and the toilet paper they use,” and 41% considering “flimsy toilet paper to be one their biggest bathroom ‘icks.’”

“After uncovering that quality toilet paper can be a dating dealbreaker…we knew we had an opportunity to help out,” said Rob Reinerman, Charmin vice president, in his own statement.

Besides its team-up with Cartwright, the brand is helping out by running dating events in New York City (Thurday, Feb. 6) and Chicago (Thursday, Feb. 13) in partnership with a in-real-life dating app itself called Thursday.

These events, Charmin says, will show singles “how superior toilet paper can impact more than your backside.”  

Or, as it says in the “Prevent the Dump” press release, “a superior wipe is just as important as a swipe.”