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See a Decorative Toilet-Paper Wall Created for New York Fashion Week

Cottonelle hosted an offshoot beauty lounge during New York Fashion Week that showcased its toilet paper in a creative way.

By Ian Zelaya September 19, 2016, 7:00 AM EDT

Cottonelle partnered with BMF Media Group to design the toilet-paper wall for the brand's Fashion Week beauty lounge.

Photo: Taylor McIntyre/BizBash

Toilet paper isn't necessarily associated with the glamour of New York Fashion Week, but Cottonelle recently hosted an offshoot event that showcased its product in a creative, decorative way.

The toilet-paper brand hosted a beauty lounge that offered pampering, photo ops, gift bags, and small bites for celebrities, media, and influencers on September 8 and 9 at Openhouse in SoHo. The event had a branded wall created with rolls of toilet paper, which was designed by BMF Media Group. Along with serving as an ornamental element, the wall was a backdrop for a photo booth that encouraged guests to pose with hygiene-related confessional signs.

“Our intent with the wall and overall space was to highlight CleanRipple Texture, a proprietary innovation on all Cottonelle toilet paper and flushable cleansing cloths that is designed to clean better,” explains Jeremy DeWitt, senior associate brand manager for Cottonelle. “It sets us apart from the flat patterns that some of our competitors offer, and the wall offered a visually compelling way to showcase the product.”

Brand partners and sponsors for the lounge included Pulsaderm, Corso Coffee, Nonni's Foods, and YouCam Makeup.

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