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The black toilet paper by Renova

Updated on July 1, 2012

Toilet paper is probably one of the most boring products on the market... Everyone needs to use it, and they probably buy the most cheapest one on the supermarket. The biggest difference between models/brand is the number of "sheets" it has: simple, double, triple... This number is associated with its softness, the biggest the better!

You can definitely feel the difference between a simple or a triple sheet toilet paper, and, excuse my "french", your "bottom" will appreciate it also! :)

The ad

Then, Renova appeared...

Renova is a portuguese company which, among other products, is a toilet paper manufacturer. As all other small companies in the world, it's been struggling to survive in a market dominated by international giants and private labels.

So they had to innovate to stand out in the crowd, and that's exactly what they've been doing in the last couple of years!

Their current star product, came from a brilliant marketing idea for their main product (toilet paper) - why couldn't it be done differently? Why does it had to be white? Why not BLACK?

And so, they invented the black toilet paper which is having an amazing success across the world!

You can also find this toilet paper in other colors like blue, red, yellow, and yes... there's is also a brown version of it :)

They have transfer the rolls from supermarket shelves into fashion shows and designer boutiques!

INSEAD - Renova

The INSEAD study

INSEAD has made a case study focusing on the marketing strategies of Renova, and with this video case study, they have won the overall global award for the best case study from ECCH (formerly European Case Clearing House).

The project was directed by marketing professor Pierre Chandon and the video component was produced in-house at INSEAD. Professor Chandon and Renova CEO Paulo Pereira da silva introduce the first video segment of this case study, watch it below.

Renova in other colors

A Renova store in Porto, Portugal

The Renova Black Toilet Paper has also been featured in Financial Times articles and is considered to be Simon Cowell's favorite toilet paper :)

Besided the color toilet paper, they also have a green perfumed one :)

You should check a little more of their products on their site

How about you?

Would you use any toilet paper either than white?

See results


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    • lbramos profile imageAUTHOR

      Luis Bivar Ramos 

      6 years ago from Porto, Portugal

      Here's Renova featured at "The Cool Hunter":

    • lbramos profile imageAUTHOR

      Luis Bivar Ramos 

      6 years ago from Porto, Portugal

      Thanks for our feedback "Angled" )

    • WriteAngled profile image


      6 years ago from Abertawe, Cymru

      I must admit that my first priority is getting paper that can also be used in place of tissues, instead of buying separate boxes of tissues. For this reason I favour paper that is impregnated with shea butter which makes it very kind to my nose when I have a cold. The brand I buy also has a very pleasant fragrance and does away with need for a separate air freshener in the bathroom. It only comes in a sort of peachy colour, but quite frankly all the other advantages mean that it remains my number one choice.

    • lbramos profile imageAUTHOR

      Luis Bivar Ramos 

      6 years ago from Porto, Portugal

      Thanks moonlake, shelley and shery. Yes, there were some toilet papers with color, but not as bright as these, like Sherry has mentioned!

      Sherry, environment issued are one of their concern and I think they have alo won some prices on that. Regarding people, yes, completely safe!

      Thank you all for commenting

    • Sherry Hewins profile image

      Sherry Hewins 

      6 years ago from Sierra Foothills, CA

      I remember, they used to make toilet paper in different colors, and scented. Usually they were pastel colors, nothing like these bright colors. I assumed they stopped making it because of some environmental issue, or because maybe the chemicals for scent or color might irritate sensitive body parts. Is this product safe for people and the environment?

    • CyberShelley profile image

      Shelley Watson 

      6 years ago

      Would love this toilet paper, and an amazing marketing job, thanks for the info. Voted up and Useful

    • moonlake profile image


      6 years ago from America

      I have never heard of the black toilet paper. Years ago we use to get toilet paper in colors or colored designs on them. They stopped making it. Interesting hub.

    • thooghun profile image

      James D. Preston 

      6 years ago from Rome, Italy

      Good work, I love the premise of this article!

    • internpete profile image

      Peter V 

      6 years ago from At the Beach in Florida

      Wow, that is amazing. I have never heard of this, but it is brilliant marketing. Great hub, and thanks for the cool info!


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