Cushelle and Publicis London Launch Flushable Toilet Paper Magazine 'Porcelain'

Cushelle, in collaboration with Publicis London, has introduced 'Porcelain,' a limited-edition magazine printed entirely on toilet paper. The publication uses skin-safe, flush-friendly ink on perforated pages, allowing readers to use it as both reading material and toilet paper. This initiative is part of Cushelle's 'Selfishly Soft' campaign launched in 2024, which promotes personal comfort moments. The magazine features 30 pages of humorous content curated by brand mascot Kenny the Koala, including parody ads and puzzles. The campaign targets UK audiences through print, PR, social media, and influencer partnerships, with production handled by Bladesman and PR by Holy Wow!.