Cushelle made the world's first magazine out of toilet paper, and yes, you can flush it

Publicis London and Cushelle have unveiled Porcelain, a limited-edition magazine printed on toilet paper that you can happily read on the loo before putting it down the pan.

More hygienic than looking at your phone, the idea stems from research showing that nearly three-quarters of Brits regularly retreat to the bathroom for a few minutes of peace. It's a habit that runs especially strong in busy households – around a third of parents and a quarter of partners admit they regularly lock the door just to get a moment to themselves.

With one in six people saying reading is a key part of that ritual, Publicis London saw an opportunity to combine two bathroom essentials into one. Every page of Porcelain is perforated, so you can read it, tear it out, use it and flush it. And the text is printed with skin-safe, flush-friendly ink on Cushelle's famously soft paper, so your bottom won't complain.

It's also a clever bit of sampling. Cushelle say that once people actually feel the softness, they're sold. The trick is getting it into their hands in the first place. Porcelain does that by putting the product directly in front of influencers and their audiences using a format they'll actually engage with. Hence, the magazine, which itself runs to 30 pages of tongue-in-cheek content, all written and "edited" by Kenny the Koala, Cushelle's brand mascot. Expect parody adverts, a crossword dubbed the 'softword', and plenty of bathroom humour throughout.

It all sits under Cushelle's 'Selfishly Soft' platform, launched by Publicis London in 2024, which champions "small moments of personal comfort", starting with what you reach for in the bathroom. This latest campaign rolls out across print, PR and social in the UK, backed by a week-long influencer push featuring creators including Corys Worldd, Superronshits, Wilfred Webster, Lauren Raker, Dave Durkan and Loos of London.

PR agency Holy Wow! put together bespoke pamper boxes for each creator – where's ours? – all satin-lined and containing a copy of the magazine alongside a scented candle, a 'do not disturb' sign and a quilted velour toilet seat cover. A limited run of copies will also be up for grabs through giveaways on the creators' Instagram channels.

Production was handled by Bladesman, with consumer PR and influencer management by Holy Wow!. "You'd think making a magazine out of toilet paper is easy. It isn't," says Noël Bunting, Chief Creative Officer at Publicis London. "This was truly a labour of love, from the binding technique to making sure the ink was skin-safe. But it was worth it, because not only is it a world-first, but it brings some light-heartedness to the sampling game."

Martina Poulopati from Essity adds: "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."

Finally, a magazine that's honest about where most reading gets done.