Renova aims to surprise
Black toilet paper was unheard of until tissue paper producer Renova transformed a necessity into a desirable item.
Text: Catarina Stewen Photos: Renova
Until recently, toilet paper was not considered an interesting product. However, Portuguese company Renova has transformed it from a functional necessity into a symbol of prestige and luxury simply by changing its colour. Renova Black – dubbed the sexiest toilet paper in the world – has made headlines around the globe. Today, this innovative toilet paper can be found in high-end clubs, hotels, and the bathrooms of celebrities. The launch of black toilet paper drastically changed the way people perceive everyday products with the high-quality rolls even available as gift sets in stylish boxes. “The Renova brand has become a unique case in the industry through our innovation, differentiation and disruptive thinking,” says Luís Saramago , Marketing Director of the Renova brand.
campaigns or artistic commissions supporting Renova’s values. For example, the launch of Renova Black in 2006 was backed by an international campaign blending the product with skin, in a narrative revolving around human connections, desire and emotional allure. As a result, black toilet paper has become an iconic product.
Quality is an integral part of the brand
According to Saramago, the Renova brand aims to continue surprising people with its distinctiveness and innovative approach. Quality is therefore of the utmost importance. It is ensured by defining and assessing the numerous physical characteristics of a product. “Our goal is to deliver a top-notch product to consumers by achieving a balanced mix between the softness, thickness and strength of the paper, as well as meticulous compliance with the standards to which we are committed,” Saramago explains. The raw materials play a significant role in the final product quality. Without high-quality raw materials, the characteristics of tissue paper products are compromised from the beginning. “Metsä Fibre’s pulp offers a positive contribution to this challenge, and we hope to continue developing our joint work,” Saramago adds. Tissue paper production is a complex science involving various parameters and variables. Both softwood pulp with
Bold advertising campaigns
The desire to surprise people and the market is a leading element in Renova’s innovations and brand strategy. Saramago highlights that innovation is not limited to the physical characteristics of a product. “It must also be present in everything that constitutes a brand, such as means of communication, interaction with the target audience and responses to fans’ expectations,” he says. The company combines its strong product innovation with disruptive communication, utilising modern advertising
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