PAPER DRESS FOR YOUR TUSH

TOLETTA launches the world’s first couture paper dress made from toilet seat covers.

FOR IMMEDIATE RELEASE
ATTENTION: FASHION AND LIFESTYLE EDITORS

MARCH 23, 2011 - EDMONTON, ALBERTA. Who says the fashion industry is in the pooper? Today, fashion designer Laura Dreger showcased her talents by making the world’s first couture paper dress from disposable toilet seat covers. Tissues courtesy of TOLETTA - Ottawa manufacturer of luxury paper toilet seat covers. TOLETTA was recently featured on The Doctors TV Show and in Marie Claire Magazine.

“The dress took me over 100 hours to make and required more than 520 seat covers. When the idea was presented to me I said yes because I knew it would be fun and unique. Besides, it's not every day that I get to be the first in the world to make a paper dress from disposable toilet seat covers.” Said Dreger.

Lindsay Goff, the campaign’s model, is a up and coming fashion model who is competing for Miss Canada 2011 and the face of Lady Venom Cosmetics. Gina Cicero, makeup artist and owner of Lady Venom Cosmetics, handled the art direction, make-up and styling. Amanda Diaz was the photographer, Brad Palomo handled the video production and Kristen Ernst did the hair.

"There's nothing sexy about public toilets. But when you mix high fashion with a product like this amazing things can happen. As a professional make up artist, I often work on a set and the only toilet around is usually a nasty public toilet. I carry tolettas in my Louis Vuitton Artsy bag because you never know what’s on that toilet seat. These cute little travel packs are a “must-have” purse accessory.” Said Cicero.

TOLETTA is a niche product that markets to women ages 20-45 who care about their personal hygiene in public bathrooms. A percentage of the proceeds go to Breast Cancer Research (pink packs) and Child Poverty Awareness (blue packs). Tissues are made from large sheets of 3ply toilet paper which are 20% larger and 42% thicker than other brands plus they’re flushable and biodegradable. Each pack contains 5 toilet seat covers and retails for $2.49 - $3.49 USD.

”Since our company's launch in 2009, we have already sold more than 40,000 packs and have distribution throughout North America, Europe and Africa. We can now focus on selling into large retail chain stores thanks to our new exclusive distributor for North America - Perma Brands.” Said Caine Ruckstuhl, co-owner TOLETTA.

TOLETTA is available at toletta.com and can also be purchased from a growing number of retailers across Canada and USA including Amazon.com, Ricky’s NYC and AVEYOU Beauty Boutique. You can also find tolettas in select retailers throughout United Kingdom, Ireland, Portugal, Spain, Greece, Nigeria, South Africa and Australia.

Interviews: Laura Dreger, Gina Cicero, Lindsay Goff, Amanda Diaz
and Caine Ruckstuhl are available for interviews upon request.
Please contact caine@toletta.com

Video

Images PLEASE DO NOT EDIT IMAGES OR REMOVE CREDITS

About Toletta

First launched in September 2009, TOLETTA is the world's first premium brand of purse sized travel packs of paper toilet seat covers. Tissues are flushable and made from large sheets of 3ply toilet paper. Each seat cover is 20% larger and 42% thicker than other brands. A percentage of the proceeds are donated to social causes, pink for breast cancer and blue for child poverty. Each travel pack contains 5 toilet seat covers and retails for $2.49 - $3.49 USD. TOLETTA is available in more than 10 countries.

TOLETTA is the world's first premium brand of purse sized travel packs of paper toilet seat covers. Tissues are flushable and made from large sheets of 3ply toilet paper. Each seat cover is 20% larger and 42% thicker than other brands. A percentage of the proceeds is donated to social causes (pink for breast cancer and blue for child poverty). TOLETTA was created for the purpose of helping women feel pretty even in a not so glamorous situation like a public bathroom. Since its inception, TOLETTA has sold over 30,000 packs and is available in 10 countries.

For more information visit: www.toletta.com

About Perma Prands

Perma Brands Corporation is a leading developer and distributor of personal care, beauty, bath and gift items in North America. Providing a full range of services, Perma Brands works with retailers to source, supply, distribute and merchandise high quality products. Perma Brands wholesales to retail chains, beauty supply outlets and premium independent retailers. Other products distributed by Perma Brands include: Bentley Organics, Bella Brushes, Kent Brushes and Bronnley Soaps.

For more information visit: www.permabrands.com

Contact

Press inquiries

Caine Ruckstuhl

TOLETTA Inc.
Ottawa, Ontario Canada
Twitter: @tolettaboy
Email: caine@toletta.com
Website: www.toletta.com

Retail inquiries

Kevin Lemon

Perma Brands Corporation
(905) 669-0650 x2597

kevin.lemon@permabrands
www.permabrands.com