Charmin Thinks Its Forever Roll Is the Perfect Toilet Paper for Millennials

It’s hard to reinvent toilet paper. So long as it’s soft and of sufficient thickness to make its intended use as smooth as possible, consumers are generally happy. (Unless, of course, they wipe too aggressively, leading to rectal irritation known as Polished Anus Syndrome.) But Charmin is betting on the fact that they have a solution to a problem most toilet paper users didn’t even realize they had: where to stock their inventory of Ultra Soft rolls.

The Charmin Forever roll is a massive stool spool that measures between 8.7 inches and a foot in diameter, the larger more than twice the dimensions of a standard 5-inch roll. The idea, according to Charmin, is to eliminate the need for consumers to store extra rolls. The company believes that Millennials are often living either alone or in smaller domestic units, with storage space at a premium. With a Forever roll, users only need to worry about buying toilet paper every one to three months.

Although people would no longer need to stockpile rolls, the Forever roll is so large that it won’t fit on a conventional wall-mounted toilet paper dispenser. Charmin offers a stainless-steel freestanding apparatus or wall brackets to accommodate the rolls. Those kits average $29.

As for the rolls themselves: There’s a price for convenience. Newsweek estimates that the 12-inch roll retailing for $9.99 comes out to 58 cents per 100 sheets, while their smaller Mega rolls average 34 or 35 cents per 100 sheets. This hybrid of practicality and viral marketing is currently only available on the Charmin website.

[h/t Business Insider]