SCOTT UNROLLS PRODUCT LINE REVAMP

RICHARD TURCSIK

PHILADELPHIA -- As part of its corporate reorganization, Scott Paper Co. here has revamped several of its product lines in an effort to boost sales and market share.

Scott has reformulated its Cottonelle bathroom tissue to include baking soda to fight body odor.

"We have patented technology that allows us to impregnate the bathroom tissue with microfine baking soda. This way, when the consumer, and especially women, use Cottonelle, a very fine film of baking soda stays on the body for just a little while to absorb the odor so that she feels totally fresh," said Joseph R. Cellini, director of sales for the Western region at Scott.

Scott has also completely redesigned and improved its Viva paper towels. The new Viva is woven out of heavier paper and has superior strength. Rollout of the new Viva will begin on the West Coast and spread East, gradually replacing the old Viva product, Cellini said.

The company has also changed the name of its Scott Towels to Scott Clean. Scott Clean will be positioned as a paper towel that is strong and does not leave lint. The paper has been woven so that it does not easily break down.

Scott is also introducing a reusable paper towel under the Viva Scrub Cloth name to the supermarket trade. Made from strong wood cellulose fibers, Viva Scrub Cloth is packaged on a roll, similar to a paper towel, but is much thicker and designed for heavy duty jobs, like washing the car. Viva Scrub Cloth can be rinsed out and used again and again. The company markets the same product under the Scott Rags name for home centers, industrial and commercial use.

Scott has also changed the name of its mainstay ScotTissue to Scott 1,000 to make it more clear to consumers that each roll contains 1,000 sheets.

The new products are scheduled to begin shipping this month and should be on store shelves by July. All the new products will be backed with television commercials and couponing. Selected products may also be introduced using in-store demonstrations, Cellini said.