Poo-Pourri Launches a Bidet That Promises to Be ‘a Spa Day for Your Butt’

Device aims to tap into a growing trend for bidets and smart toilets

Poo-Pourri's new product promises to cut toilet paper usage and taps into a growing trend in the U.S for bidets. Poo-Pourri
Headshot of T.L. Stanley

Poo-Pourri, the brand that made it safe—and inoffensive—to do your business in bathrooms everywhere, is introducing a new product that’s a logical line extension.

It’s launching a bidet which is, in the words of the cheeky cult-favorite brand, “a spa day … for your butt.”

The Poo-Pourri bidet, an eco-friendly toilet attachment, aims to give consumers “a new booty beauty routine” while saving money and conserving toilet paper.

The product, retailing for $70, can be installed in about 15 minutes with no plumber or electricity required, according to the brand. It uses fresh water from the existing toilet water line and connects to the tank instead of the wall, so toilet seats don’t need to be replaced.

The bidet reportedly reduces toilet paper usage by up to 75%, which the brand says can save as many as 100 rolls of toilet paper a year and pay for itself in about five weeks. The device, which features a dual nozzle for “bum bits and front bits,” also saves water and comes with a one-year “happy hiney” guarantee.

The brand is “focused on innovations that will de-stigmatize taboo odors and the entire bathroom space, while helping save the planet by reducing toilet paper usage,” said Jeff Berry, CEO. “The research shows that bidets make the bathroom experience cleaner, less expensive and earth-friendly, so it was a natural progression and brand expression for us to develop a bidet.”

Pandemic toilet paper shortages led to behavior change

Poo-Pourri’s product debuts as American consumers have become more receptive to bidets, possibly spurred by toilet paper shortages earlier this year amid the coronavirus pandemic and subsequent stockpiling. 

Some brands, including Tushy, reported a tenfold increase in bidet buying in the early days of quarantine in March. And though bidets aren’t nearly as popular in the U.S. as they are in Europe, Asia and other parts of the world, industry watchers expect sales to continue growing, particularly in the form of built-in bidets in smart toilets from brands such as Kohler, Toto and American Standard.

Poo-Pourri, which sticks closely to its flagship product of “before-you-go” bathroom sprays in a rainbow of scents and combinations, has expanded into a few adjacent areas with shoe spray and hand sanitizer. The bidet is its first gadget for the home.

The company launched in 2013 with the now famous “Girls Don’t Poop” video that quickly went viral and spawned multiple sequels. Its iconic ads later included #GirlsDoPoop, centered on women sharing their crappy horror stories, and its first TV and outdoor ads in 2019, a testimonial campaign that tapped into what the brand called “a goldmine of customer love.”

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.