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Charmin
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Charmin
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Charmin
The Charmin Logo
Product typeToilet paper
OwnerProcter & Gamble
CountryUnited States
Introduced1928; 97 years ago (1928)
Related brandsBounty, Puffs, Pampers
MarketsNorth America
AmbassadorMr. Whipple (Dick Wilson)
Tagline"Enjoy the go"
Websitecharmin.com

Charmin (/ˈʃɑːrmɪn/ SHAR-min) is a brand of toilet paper that was launched in 1928. It is currently owned by Procter & Gamble.

History

[edit]

The Charmin name was first created on April 19, 1928, by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950, Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. Procter & Gamble (P&G) acquired Charmin Paper Company in 1957.[1] Charmin Ultra was originally called White Cloud until 1993.[2]

In 2008, P&G sold the European operations and product line to SCA, where it was renamed to Cushelle.[3]

Advertising

[edit]

The manufacturer originally wanted to emphasize the product's softness, but did not know how to convey the idea of that physical sensation on television. The company's advertising agency suggested that shoppers be encouraged to squeeze the product in stores like a grocery shopper would squeeze a tomato to assess its softness, however, there was some concern that retailers would object to customers manhandling their merchandise and thus damaging it before purchase. The problem was solved with the concept that the handling would be actively discouraged by a comic antagonistic retailer in the advertisements.[4] In an advertising campaign that lasted over twenty years, American advertisements featured actor Dick Wilson, playing the fictional grocer Mr. George Whipple.[5] Mr. Whipple told his customers: "Please don't squeeze the Charmin!", emphasizing its softness in more than 500 advertisements between 1964 and 1985,[6] and later returning in 1999–2000.

The country song "Don't Squeeze My Sharmon", which was a minor hit for Charlie Walker in 1967, was inspired by the ad campaign for Charmin.[citation needed]

Mascots

[edit]

In 1928, the logo mascot was a female silhouette,[7] supplemented by a baby in 1953, replacing the woman by 1956.[8]

In advertisements, Mr. Whipple was replaced eventually with "The Charmin Bear", created by D'Arcy Masius Benton & Bowles in Britain and introduced to the United States in 2000.[9] The original bear was not 3D-animated and had a light brown/tan color.

In 2001, three cubs were added to the family, and by 2007, a blue bear was introduced for the "soft" brand and a red bear for the "strong" brand.[10] The bears later became part of the packaging, replacing the baby in 2004.

The new animated advertising campaign was called "Call of Nature".[11]

In 2010, the company changed the logo to add flecks of toilet paper to the bears in the logo.[12]

The "Charmin Bears"[13] is a collective family of parents and children.[14] Initially there was just one family of brown bears, with Leonard the Bear[15] accompanied by Molly,[16] Bill,[17] Amy and Dylan.[18] This was later split into distinct families of bears: five blue ones called the "Charmin Ultra Soft Family" and five red ones called the "Charmin Ultra Strong Family".[19] The commercials from 2000 to 2014 were animated by Joanna Quinn.[20][21]

Environmental impact

[edit]
Further information: Environmental impact of paper

In February 2009,[22] Greenpeace advised consumers not to use Charmin toilet paper, stating that it is bad for the environment.[23]

As of 2018, Charmin is certified by the Forest Stewardship Council and the Rainforest Alliance.[24]

The NRDC and stand.earth issued a report in 2019 saying that Charmin toilet paper was still being manufactured almost exclusively from forest fiber, much of it sourced from Canada's boreal forest.[25] By November 2019, NRDC claimed that 201,000 people had signed its petition to Procter & Gamble asking the company to change its practices.[26]

Design

[edit]
Comparison of former (left) and current (right) designs of Charmin Ultra Soft toilet paper

ON October 2, 2023, it was announced that P&G would introduce a new design of Charmin Ultra Soft toilet paper, this time with scalloped edges[27] in response to complaints about the former toilet paper design—which was composed of squares with straight edges—not tearing smoothly.[28]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Charmin

View on Grokipedia
from Grokipedia

Charmin is a leading brand of toilet paper manufactured by Procter & Gamble, launched in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. The name derives from a soft silk fabric, reflecting the product's emphasis on gentleness and cushiness from its early packaging featuring a baby image to symbolize its qualities. Acquired by Procter & Gamble in 1957, Charmin expanded its product line to include ultra-soft variants and became a top-selling bath tissue known for strength and absorbency. The brand's defining characteristics include its focus on superior softness, achieved through proprietary manufacturing processes, and its market dominance in the premium segment. Charmin's advertising history features iconic campaigns, such as the character from 1964 to 1985, who famously implored shoppers with "Please don't squeeze the Charmin" to highlight product quality without damaging packages. This was succeeded in 2000 by the animated Charmin Bears, a of anthropomorphic bears promoting enjoyment and cleanliness in family settings, contributing to sustained brand recognition. Notable achievements encompass innovations like larger rolls for convenience, with a 2025 release of 1700-sheet mega rolls designed to last up to a month per household. While celebrated for comfort, Charmin has faced scrutiny over environmental impact due to reliance on virgin tree fiber rather than recycled materials, prompting criticisms from conservation groups, though the brand has pursued initiatives like tree-planting partnerships to mitigate concerns. These efforts underscore ongoing tensions between product performance and in tissue manufacturing.

History

Founding and Early Development

The Hoberg Paper Company, founded in Green Bay, Wisconsin, introduced the Charmin brand of in 1928 as one of the early branded consumer products in the category, distinguishing it from generic, unbranded alternatives prevalent at the time. The name "Charmin" derived from an employee's description of the paper's quality as "charming," emphasizing its perceived softness and appeal. Initial marketing targeted women, featuring a with a woman's profile engraved on a cameo pin to convey and , which helped elevate from a utilitarian necessity to a branded essential. This approach aligned with emerging consumer packaging trends in the , where visual branding played a key role in building loyalty amid growing adoption of indoor and products. By the late 1940s, Charmin had gained sufficient market traction for the Hoberg Paper Company to rebrand itself as the Charmin Paper Company in 1950, signaling the product's centrality to the firm's identity and operations. Early production focused on basic perforated rolls made from wood pulp, with emphasis on absorbency and minimal splintering, reflecting standard manufacturing practices of the era before significant technological refinements.

Acquisition and Expansion under Procter & Gamble

Procter & Gamble acquired the Charmin Paper Company in 1957, marking the multinational corporation's entry into the consumer paper products sector through the purchase of Charmin's paper mills. This acquisition allowed P&G to leverage Charmin's established brand in toilet tissue, which had been marketed for its softness since its introduction in the 1920s, and integrate it into P&G's broader portfolio of household goods. Under P&G ownership, Charmin expanded its product offerings by developing the Combined Paper Forming (CPF) process, a papermaking technology that enabled tissue to achieve both superior softness and strength simultaneously. This innovation addressed prior trade-offs in tissue quality and supported Charmin's positioning as a premium brand. In 1973, P&G patented an advanced manufacturing technique that further enhanced the softness of Charmin products, contributing to sustained consumer demand. The 2000s saw significant product line diversification, including the launch of Charmin Ultra in the early part of the decade, which emphasized enhanced plushness and absorbency, becoming the brand's top-selling variant with annual revenues exceeding $1 billion. In , P&G introduced Charmin Basic, an economical option designed to broaden market accessibility without compromising core quality attributes. Subsequent expansions in the 2010s included Charmin Ultra Strong and Ultra Soft variants, featuring proprietary quilting patterns and bear-themed packaging to differentiate from competitors. Manufacturing capacity grew substantially, with facilities such as the Mehoopany, plant—P&G's largest globally—ramping up production to meet rising , including record highs during periods of supply shortages. By 2017, the plant alone had produced over 30 million miles of Charmin and related Bounty products, underscoring operational scale. Recent innovations have focused on enhancements, such as the 2023 introduction of Smooth Tear technology, which replaces traditional perforations with a patented wavy edge for cleaner separation, described by P&G leadership as the most significant advancement in a century. In 2025, Charmin launched the Forever Roll, containing 1,700 sheets engineered to last up to one month per roll, backed by a 30-day money-back guarantee to promote household efficiency. These developments have solidified Charmin's market leadership in the premium tissue segment under P&G's stewardship.

Response to Market Disruptions

In early 2020, the onset of the triggered widespread panic buying of in the United States, creating acute supply shortages as surged. Toilet paper sales increased by 845% during the week of March 16, 2020, compared to the previous month, elevating Charmin from a mid-tier ranking to the top-selling brand in the category. This disruption stemmed from behavior amid lockdowns and uncertainty, outpacing the inelastic production capacity of tissue manufacturers, including (P&G), Charmin's parent company since 1985. P&G responded by immediately accelerating production across its North American facilities, activating idle equipment at plants like the one in , to boost tissue output. P&G's factories, including those in Mehoopany, Pennsylvania; ; and Box Elder, Utah, shifted to 24/7 operations at maximum capacity, with some sites reporting a 20% production increase since January 2020. Workers adapted through extended 12-hour shifts, often seven days a week, while P&G implemented safety protocols such as mandatory (PPE) including and , temperature screenings, color-coded zoning to limit movement, and staggered shift changes extending up to three hours to minimize contact. The company also hired and trained additional staff to sustain the ramp-up, coordinated directly with retailers to prioritize distribution, and focused manufacturing on high-demand essentials like Charmin rolls and Bounty towels, resulting in an 8% unit sales jump for P&G's fabric and segment in the fiscal quarter ending March 31, 2020. These measures helped stabilize supply within weeks, though initial backlogs persisted on platforms like Amazon, where Charmin remained unavailable for over eight weeks. P&G's pre-existing for disruptions, including modeling, enabled rapid scaling without major shutdowns, underscoring the resilience of its vertically integrated operations reliant on domestic pulp sourcing. By mid-2020, production had normalized demand, averting prolonged shortages and informing future preparedness for similar demand shocks.

Product Design and Innovations

Core Features and Manufacturing Process

Charmin toilet paper prioritizes a balance of softness, strength, and absorbency in its product lines, distinguishing it from competitors through specialized ply constructions and embossing techniques. The Ultra Soft variant employs a 2-ply design with a visible comfort cushion pattern, engineered to deliver enhanced tactile softness while remaining clog-safe and septic-safe, as verified by Roto-Rooter approval. This formulation claims 2 times greater absorbency compared to leading brands, reducing usage needs. In contrast, the Ultra Strong line features a woven-like structure akin to a washcloth, offering up to 4 times the wet strength of competitors, with a 2-ply embossed pattern on one side to bolster durability without sacrificing usability. Essential variants provide budget-oriented options, such as 1-ply strong sheets that are 3 times stronger when wet than select rivals, or softer 2-ply alternatives outperforming bargain brands in comfort. Manufacturing begins with a pulp blend derived exclusively from sustainably sourced, fast-growing renewable fibers, where 100% of virgin fibers originate from forests certified for responsible practices, eschewing post-consumer recycled content to maintain quality standards. The pulp undergoes processing into thin tissue sheets, followed by embossing to impart the signature cushion or quilted textures that enhance perceived softness and strength—innovations credited with enabling simultaneous softness and durability unattainable in prior formulations. Perforations, often wavy for cleaner tears, are applied before sheets are adhesively secured to cores and wound into rolls. Final occurs in facilities optimized for high-volume output, as demonstrated during demand surges where production lines focused on core consumer-preferred items like Mega Rolls. All products undergo testing to ensure septic system compatibility, with no in core adhesives.

Key Technological Advancements

Charmin's technological advancements have primarily focused on enhancing softness, strength, and ease of use through innovations in fiber processing, embossing, and perforation design. In the mid-20th century, the brand introduced quilted embossing patterns, which create a textured surface that improves absorbency and bulk while maintaining tensile strength, allowing for thinner yet more effective sheets. The Ultra Soft and Ultra Strong product lines, developed under , incorporated multi-ply construction with specialized fibers and bonding techniques to achieve superior plushness and durability, as evidenced in premium tissue formulations patented for enhanced performance characteristics. In 2023, Charmin launched Smooth Tear technology, replacing traditional straight perforations with a patented scalloped or wavy edge designed to align with natural pulling motions, reducing jagged tears and enabling reliable one-handed dispensing. This innovation, resulting from five years of , addressed longstanding issues with perforation consistency at commercial scales and marked the first major redesign of sheet separation in over 100 years.

Advertising and Marketing

Initial Campaigns and Mr. Whipple

Charmin's earliest advertising efforts, following its launch in 1928 by the Hoberg Paper Company, emphasized the product's softness and purity through indirect imagery to avoid explicit references to its function. Initial print and early media campaigns featured a stylized woman's , dubbed the "Charmin Lady," symbolizing , comfort, and , which aligned with broader marketing strategies of the era that focused on domestic appeal rather than utility. By 1953, after Procter & Gamble's acquisition of the brand in 1950, the advertising shifted to the "Charmin Baby" , replacing the to evoke innocence and family care, further reinforcing themes of gentleness and reliability in a market dominated by private-label competitors. The introduction of the Mr. Whipple character in 1964 marked a pivotal shift to a more narrative-driven, humorous approach under the Benton & Bowles advertising agency. Portrayed by actor Dick Wilson as a stern supermarket manager named George Whipple, the campaign depicted him admonishing shoppers for squeezing packages of Charmin to test its softness—highlighting the product's premium, squeezable quality—while hypocritically doing so himself when unobserved. The signature tagline, "Please don't squeeze the Charmin," originated from copywriter John Chervokas and appeared in over 500 television, radio, and print advertisements across the United States and Canada until the campaign's conclusion in 1985. This long-running series propelled Charmin's market visibility, with Whipple's image becoming one of the most recognized advertising figures by the mid-1970s, second only to prominent icons like Santa Claus in consumer surveys. The strategy effectively differentiated Charmin from competitors by personifying the tactile appeal of its tissue, contributing to significant sales growth during an era when toilet paper advertising increasingly relied on memorable characters to build brand loyalty. A brief revival occurred in 1999, but the core campaign's emphasis on experiential quality testing remained a benchmark for product demonstration in consumer goods marketing.

Introduction of Charmin Bears and Modern Strategies

In 2000, launched the Charmin Bears as the central figures in its "Call of Nature" animated , developed by the agency D'Arcy Masius Benton & Bowles. The bears, portrayed as a of anthropomorphic animals in woodland settings, humorously depicted the product's superior softness and comfort during everyday bathroom routines, replacing the longstanding character with a lighter, family-friendly tone that avoided explicit product handling while implying tactile benefits. This shift coincided with Charmin's expansion into the Canadian market and aimed to refresh the brand's image amid increasing competition in the tissue sector. The campaign's success led to rapid evolution, with the bears integrated into packaging redesigns by , featuring the characters alongside product claims for absorbency and strength. Subsequent ads expanded the bear family, introducing cubs in 2001 and emphasizing multi-generational appeal, which helped sustain viewer engagement through relatable, non-confrontational storytelling focused on product efficacy rather than scarcity or . In modern marketing, Charmin has pivoted to digital channels, prioritizing for real-time interaction and buzz generation via the bears' personas. On platforms like (now X), the brand deploys sassy, conversational posts—such as bear-voiced quips on etiquette—to foster advocacy and virality, with content calibrated to boost awareness without direct sales pushes. A cornerstone of this approach is the "Sit or Squat" app, introduced in 2011 as a global restroom locator tool allowing users to rate facilities as "sit" (clean, green-rated) or "squat" (poor, red-rated), drawing on crowdsourced data from over 100,000 locations by 2017 and exceeding 2 million downloads to position Charmin as a of convenience. Additional strategies include interactive mobile ads promoting variants like Ultra Strong, which drive traffic by linking to purchase options, and targeted influencer collaborations on Twitch to engage cord-cutting , blending humor with utility to differentiate in a commoditized category. These tactics, rooted in data-driven content pillars around brand use and testing, have sustained the bears' by extending their beyond into experiential and user-generated ecosystems.

Market Position and Consumer Impact

Sales Leadership and Economic Achievements

Charmin maintains a dominant position in the North American market, securing more than 25% of retail sales volume. This leadership stems from consistent in product softness and strength, enabling the brand to outperform competitors in consumer preference metrics and value share. In 2025, ending June 30, Charmin's Ultra Soft Smooth Tear variant recorded high single-digit organic sales growth, driven by enhancements across product formulation, , branding, communication, and retail execution. The prior , 2024, saw overall Charmin organic sales expand in the mid-single digits, accompanied by a modest gain in U.S. value , reflecting strong response to superior product offerings amid competitive pressures. These achievements contribute significantly to Procter & Gamble's performance in the tissue segment, with Charmin bolstering the company's organic sales and growth in a volatile economic environment. The brand's sustained market leadership underscores its role in driving P&G's cash returns to shareholders and overall profitability in the family care category.

Consumer Preferences and Reception

Charmin enjoys widespread consumer preference in the United States, consistently ranking as the top brand in surveys measuring usage and satisfaction. A 2020 CivicScience analysis of U.S. adult preferences identified Charmin as the leading choice, with notably high loyalty rates compared to competitors like Scott and . This dominance is reflected in market data showing Charmin Ultra as the most adopted branded , used by approximately 90 million Americans based on 2020 household surveys. Key attributes driving preferences include superior softness and strength, where Charmin variants outperform many rivals in independent evaluations. The Charmin Ultra Soft line, for instance, earned top marks for plushness and durability in 2024 testing by Reviewed, which noted its exceptional comfort without excessive tearing or disintegration. Similarly, Good Housekeeping's 2025 assessments described Charmin as the softest among tested brands, surpassing options like Angel Soft and private labels in tactile appeal while retaining adequate tensile strength for everyday use. Strength and absorbency further bolster its reception, with TechGearLab's 2025 lab tests assigning Charmin Ultra Soft above-average scores in these metrics relative to competitors such as Seventh Generation and Kirkland, emphasizing its effectiveness in real-world wiping without excessive waste. Wirecutter's evaluations also endorse Charmin Ultra Strong for balancing these qualities with septic-system compatibility, recommending it over thinner or less robust alternatives for households prioritizing performance over recycled content. Despite strong overall reception, some consumers critique Charmin for value amid , as documented a 17.2% sheet reduction in Ultra Strong Mega Rolls from 286 to 242 sheets between packagings, coupled with a 31.4% increase, potentially eroding perceptions of affordability for budget-conscious users. Nonetheless, polling as of 2025 ranks Charmin 11th among household care brands in popularity, underscoring sustained appeal driven by sensory qualities over cost or concerns in mainstream preferences.

Sustainability Practices and Environmental Debates

Sourcing Methods and Production Efficiency

Charmin toilet paper is manufactured using exclusively virgin wood pulp, with zero recycled fiber content, sourced primarily from North American forests including the Canadian boreal region. Procter & Gamble maintains that 100% of pulp for its Family Care tissue products, such as Charmin, originates from third-party certified sustainably managed forests under programs like the Forest Stewardship Council (FSC) or Sustainable Forestry Initiative (SFI). Charmin products carry FSC-Mix certification, which allows blending of certified pulp with material from controlled but potentially less stringent sources, including areas not fully compliant with high-conservation standards. In January 2025, P&G committed to revising its wood pulp policies to phase out sourcing from primary forests and certain intact forest landscapes, aiming for greater transparency amid ongoing scrutiny. Environmental advocacy groups, including the Natural Resources Defense Council (NRDC), have challenged these practices as insufficient, arguing that FSC-Mix enables reliance on ancient or intact forests vulnerable to , with over one million acres of boreal forest impacted annually by such harvesting for tissue production. A proposed class-action filed in January 2025 alleged greenwashing in Charmin's marketing, asserting that eco-friendly claims mislead consumers given the predominant use of boreal pulp over more sustainable alternatives like recycled materials. P&G counters that its certifications ensure responsible management, including regrowth for every tree harvested, and partnerships with organizations like the have supported planting over one million trees in disaster-affected areas. Production of Charmin involves transforming sourced pulp through pulping, refining, forming, drying, and embossing at high-volume facilities, such as the 1.2-million-square-foot Mehoopany, plant, which achieved record output during demand surges in 2020 via optimized lines producing up to 600 cases per minute. P&G applies Integrated Work Systems (IWS) to streamline operations, emphasizing defect elimination and process variability reduction, which generated up to $1 billion in savings amid disruptions like the . Sustainability-focused efficiencies include company-wide to at manufacturing sites since 2020, of 3.47 billion liters of annually as of 2023, and a 58% reduction in Scope 1 and 2 per unit since 2010, with tissue plants contributing through biomass-fueled generation from sources like scrap wood. These measures align with P&G's 2030 targets, including 35% improved per production unit versus 2010 baselines.

Criticisms from Environmental Groups

Environmental groups, particularly the Natural Resources Defense Council (NRDC) and Stand.earth, have criticized Charmin for its reliance on virgin tree pulp sourced from Canada's boreal forests, which they argue drives large-scale deforestation and habitat loss. In NRDC's 2024 "The Issue with Tissue" report, Charmin received failing grades across sustainability metrics, including fiber sourcing, due to its use of 100% virgin fiber without recycled content, contributing to the clearcutting of over one million acres of boreal forest annually for tissue products. Stand.earth has echoed these concerns, highlighting in 2019 that Charmin's production destroys more boreal forest than any other toilet paper brand and lacks commitments to recycled materials or protection of ancient woodlands. Campaigns by these groups have targeted Procter & Gamble's practices directly, including Stand.earth's 2020 "golden chainsaw" award to Charmin on National Toilet Paper Day for exacerbating climate-critical forest loss through unsustainable logging. NRDC's reports from 2019 onward consistently fault Charmin for failing to shift to recycled fiber despite industry peers adopting higher sustainability standards, arguing this perpetuates unnecessary tree harvesting for a disposable product. Critics contend that Charmin's premium branding prioritizes softness over environmental impact, with NRDC estimating in 2023 that major brands like Charmin source from endangered ecosystems without adequate safeguards. These organizations advocate for mandatory recycled content in to reduce pressures, pointing to Charmin's zero-recycled policy as a key failure in their scorecards evaluating over 60 brands. Stand.earth has organized protests at P&G headquarters, including die-ins and billboards decrying Charmin's role in threats to species like caribou, as documented in their 2021 actions. While NRDC and Stand.earth base their assessments on audits and public disclosures, they emphasize that voluntary certifications do not mitigate the broader ecological risks of virgin pulp dependency.

Empirical Data on Environmental Claims and Company Counterarguments

Environmental advocacy groups, including the Natural Resources Defense Council (NRDC), have criticized Charmin for its reliance on virgin tree , reporting that the brand contains zero post-consumer recycled content in its at-home products as of 2024. This sourcing contributes to the annual of over one million acres in Canada's boreal , a critical , where industrial for pulp—used in products like Charmin—accounts for a significant portion of loss for species such as caribou. The NRDC's 2024 scorecard evaluated 61 brands and assigned Charmin an F grade based on metrics including impact and lack of recycled , contrasting with A/A+ grades for brands using at least 50% recycled content. Procter & Gamble (P&G), Charmin's parent company, counters that its pulp sourcing adheres to sustainable forestry standards, with Charmin products certified by the Forest Stewardship Council (FSC) and Rainforest Alliance, ensuring fiber comes from responsibly managed forests. P&G reports planting at least one tree for every one used in Charmin production and has partnered with the Arbor Day Foundation to plant one million trees in disaster-affected areas since 2020. The company attributes the absence of recycled content to technical barriers in achieving the brand's softness and absorbency, while committing to broader P&G goals of net-zero greenhouse gas emissions across its supply chain by 2040, including pulp sourcing efficiencies. These claims have faced legal scrutiny, with a 2025 class-action alleging P&G's —featuring "Protect-Grow-Restore" logos and FSC badges—misleads consumers about impacts, as only a minor fraction of pulp is independently verified as sustainably sourced amid ongoing boreal harvesting. Independent analyses, such as NRDC's, question the efficacy of replanting in offsetting clearcutting's carbon and losses, noting that boreal regrowth cycles exceed decades while harvesting is immediate. P&G maintains that FSC provides third-party verification of no net loss, though critics from groups argue it permits in high-conservation-value areas. No peer-reviewed studies isolate Charmin's specific lifecycle emissions, but general industry data indicate virgin pulp generates 1.5–2 times the of recycled alternatives due to harvesting and pulping energy demands.

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  55. https://www.mordorintelligence.com/industry-reports/toilet-paper-market
  56. https://us.pg.com/annualreport2024/superiority-to-win-with-consumers-and-grow-markets/
  57. https://us.pg.com/annualreport2025/superiority-across-product-package-brand-communication-retail-execution-and-value/
  58. https://s204.q4cdn.com/332108499/files/doc_financials/2025/ar/2025_annual_report.pdf
  59. https://www.pginvestor.com/news/news-details/2025/PG-Announces-Fourth-Quarter-and-Fiscal-Year-2025-Results/default.aspx
  60. https://civicscience.com/charmin-is-the-top-toilet-paper-of-2020/
  61. https://www.yahoo.com/lifestyle/articles/whats-most-popular-toilet-paper-123000204.html
  62. https://www.reviewed.com/home-outdoors/best-right-now/the-best-toilet-paper
  63. https://www.goodhousekeeping.com/home-products/g27637251/best-toilet-paper/
  64. https://www.techgearlab.com/topics/home/best-toilet-paper
  65. https://www.consumerreports.org/home-garden/toilet-paper/buying-guide/
  66. https://today.yougov.com/topics/health/explore/brand/Charmin
  67. https://www.nrdc.org/bio/shelley-vinyard/unrolling-charmins-sustainability-claims
  68. https://www.reuters.com/business/retail-consumer/procter-gamble-accused-greenwashing-charmin-toilet-paper-lawsuit-says-2025-01-17/
  69. https://us.pg.com/blogs/forest-conservation-efforts/
  70. https://www.pginvestor.com/esg/environmental/nature/pulp/default.aspx
  71. https://www.supplychaindive.com/news/procter-gamble-wood-pulp-sourcing-practices/736862/
  72. https://www.nrdc.org/bio/ashley-jordan/sustainable-tp-roll-charmin-stays-rough-forests
  73. https://manufacturingdigital.com/company-reports/procter-and-gamble-how-iws-driving-operational-excellence
  74. https://downloads.ctfassets.net/oggad6svuzkv/7PrU3Jq8gGsPAUl7fgZiR/919bd0309ccc76fd6365e047ba58ee5a/P_G_2023_Citizenship_Report_PDF.pdf
  75. https://triplepundit.com/2017/charmin-and-bounty-manufacturing-now-powered-biomass/
  76. https://www.pginvestor.com/esg/environmental/water/default.aspx
  77. https://www.nrdc.org/press-releases/nrdcs-issue-tissue-shows-procter-gamble-fails-sustainable-toilet-paper-test
  78. https://www.nrdc.org/bio/shelley-vinyard/procter-gamble-doubles-down-forest-degradation
  79. https://stand.earth/press-releases/issue-with-tissue-sustainability-scorecard-flunks-charmin-other-toilet-paper-brands/
  80. https://stand.earth/press-releases/advisory-charmin-to-receive-golden-chainsaw-award-on-national-toilet-paper-day-over-its-forest-destruction/
  81. https://www.theguardian.com/world/2019/mar/01/canada-boreal-forest-toilet-paper-us-climate-change-impact-report
  82. https://www.cbsnews.com/news/charmin-toilet-paper-puts-procter-gamble-p-g-in-environmentalists-crosshairs/
  83. https://stand.earth/press-releases/procter-gambles-environmental-controversy-escalates-with-protest-in-companys-hometown/
  84. https://www.nrdc.org/bio/ashley-jordan/national-tp-day-unroll-truth-about-charmin
  85. https://www.nrdc.org/sites/default/files/charmin-sustainability-claims-fs.pdf
  86. https://www.facebook.com/nrdc.org/posts/we-evaluated-61-toilet-paper-brands-based-on-how-they-impact-the-worlds-forests-/959803092857552/
  87. https://us.pg.com/blogs/new-sustainability-goals-forestry/
  88. https://us.pg.com/citizenship-report-2022/environmental-sustainability/
  89. https://www.hbsslaw.com/charmin-toilet-paper-eco-friendly-advertising/pg-claims-vs-fact
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