Cushelle encourages Brits to enjoy some me time with flushable magazine

Taking toilet literature to a new level, Cushelle and Publicis London have created the world’s first flushable magazine to encourage Brits to enjoy some well-deserved me time. 

Born from the insight that nearly three‑quarters (74%) of Brits regularly retreat to the toilet for a few minutes of me time, Cushelle is helping audiences to enjoy a moment of escapism with a magazine. 

‘Porcelain’ magazine combines two toilet essentials into one to create flushable entertainment to help audiences escape a busy household. The multi-purpose magazine is printed entirely on Cushelle toilet paper, using skin‑safe, flush‑friendly ink. 

The magazine’s contents have been playfully written and edited by Cushelle’s beloved brand mascot, Kenny the Koala. 30 pages of entertainment and light-hearted articles include a ‘softword’ and even parody adverts starring Kenny that celebrate Cushelle’s product range. 

Each page is perforated, allowing readers to read, tear out, use and flush. 

The playful magazine launch is part of Cushelle’s “Selfishly Soft” platform, created by Publicis London to encourage people to prioritise small moments of personal comfort and treat themselves to the softness of Cushelle. 

The campaign runs across print, PR and social. An influencer rollout sees digital creators, Superronshits, Wilfred Webster, Lauren Raker, Dave Durkan and Loos of London receive copies of the magazine and share their bathroom ‘me time’ rituals with their audiences. 

PR agency Holy Wow! curated bespoke ‘Porcelain’ toilet pamper boxes containing copies of the magazine in a satin-lined box. A limited number of copies of Porcelain are also available through giveaways across the creators’ Instagram channels.

“Selfishly Soft has always been about giving people permission to enjoy small moments for themselves. Partnering with Publicis London allowed us to push that thinking further, combining creativity with craft to create something entirely new. Porcelain is playful and practical, but it also reflects the care, softness and attention to detail that define Cushelle,” says Martina Poulopati, Global Master Brand Director at Essity.

Building on the brand's ethos of comfort, Porcelain magazine brings to life the softness of Cushelle with craft and creativity to put the luxury of me time quite literally into the hands of audiences.