After reading my humor-driven posts on Bathroom Usability and Cottonelle on Crack, friends Becky Carroll and CBWhittemore asked me to participate in the “bathroom blogfest.”  This year’s theme is “Mad Men: Bathrooms of the 1960’s”.  You can read all it here, and access the Blogfests 30+ participants, as well! In short, it’s all about bathrooms and customer experience.

So I admit -- I'm the straggler.  It's 11:30 pm on Saturday night, I'm just getting this post in under the wire. I’ve been on-site at a client for six days and have penned this first draft at an airport... However, I did ponder over this topic sporadically during the week.  Here's the insight I drew from the writing challenge:

The architects and designers of the 1960’s knew how to use space, color and texture to create comfortable, luxurious spaces for relaxation and conversation. They used form, shape, color, pattern, texture and rich materials to create depth and warmth. They accessorized with over the top details and accessories. These trends are clearly seen in the bathrooms of that era – bathrooms that became more than just functional – but in escape from the frenzy of a pressure-filled decade.

Consider these images I found on Flickr last week (click to view the slideshow):


From chandeliers to mirrors, wood paneling to textural wall paper, granite to marble, luxury abounds in the bathrooms of the 60’s. Space was used creatively to establish zones for personal care, pampering and relaxation. Lounge seating was often installed. Traditional vanities and credenzas became more “furniture like.” Fixtures like chandeliers add a touch of glamour. Floor coverings like carpet and flokati rugs were brought in warm, luxurious comfort.

Perhaps this extra attention to luxury and comfort are why the bathrooms of the Mad Men Era were commonly called “Lounges.” Perhaps these reflect the needs of an unsettled generation, looking escape the realities of a pressure filled decade if only for a minute.  At home, and in public places, restrooms became luxurious personal “comfort spaces” where people felt at ease, secure and free to relax and even converse. 

These rooms were less focused on the perfunctory and became more about the emotional and physical needs of the people that used them. I think this is where there's a take away lesson for all of us managing Customer Experience today.

We live again, in an era of distress and turmoil. We also live in an age where we are bombarded by stimulus. We cannot count the messages we have to process, the things we have to do, learn, know and understand. We are overwhelmed by information, stimulus and the pressure to make decisions, and we must do so quickly as we attempt to manage the onslaught. As a result, the brands that make us feel even more overwhelmed, pressured, “sold” and pushed are more at risk of earning our ire, rather than our affinity.

Instead, creating “comfort spaces” where the people we serve can interact with our brands can be instrumental in capturing affinity and attention today. This principle transcends the physical environment, extending into the virtual environments in which we connect with and serve others. When we focus on the experiences people have, rather than how we will “push” our messages to the masses, we focus less on blasting people with selfishly-driven messages (which creates discomfort) to meeting people in a more natural, organic way. Here are just a few modern day types of comfort spaces:

• Starbucks is perhaps the king of the Comfort Space, as a huge public proponent of the “Third Place” theory creates comfort zones online, too. “My Starbucks Idea” lets customers share ideas and desires in a way that helps them impact the business. It has resulted in many new product ideas and has measurably changed the way Starbucks listens and responds to customers.
• The Choppe Shoppe and other men’s grooming lounges make male grooming and pampering a macho thing. Smiling stylists in chic wear hand patrons a beer while football broadcasts on the big screen, and copies of GQ and Car and Driver grace the chrome coffee table. Suddenly, "manscaping" isn’t so scary.
• Home Depot and Lowe's both offer classes to help customers complete “do-it-yourself” projects without totally screwing up. These classes drive loyalty and can result in increased product sales.
• Best Buy’s Twelpforce helps people of all walks of life make decisions about new technology purchases with a no-pressure sales approach. This comfort zone is driving sales and reinforcing Best Buy’s thought leadership.
• Tirerack.com (while not the best site from a usability perspective) offers several configuration applications that help users select everything from replacement tires and wiper blades to new wheels and preview the items on a schematic of their own car. It makes purchasing really easy.
• Caribou Coffee – My husband and I often take our 3 year old to Caribou in the morning. We can enjoy a coffee and catch the news on our Droids while our little one munches on breakfast and plays with high quality educational toys in the play area near the fireplace. They offer leather lounge seating and even a quiet meeting space that can be used as needed, or reserved in advance by work shifters (like me) and other groups. 

From lounges for frequent flyers to clubs for frequent buyers.... there is no end to the types of Comfort Spaces we can create to serve the needs of our customers.  From bricks to clicks, just what kind of comfort spaces are best to create depends on the unique needs of the audience, juxtaposed with the core competencies of the business. Keep yourself grounded in reality, combine the two, and opportunities can become very clear. Comfort Zones can be useful in helping people with:

• Discovery
• Learning
• Product Selection
• Transaction
• Co-Creation
• Service
• Sharing

… and when Comfort Spaces are designed effectively, they are very useful in merging your brand with the lifestyles, rituals and habits of your target audience. Comfort spaces can enhance and support the customer experience at key points in the adoption continuum. And of course, they can also be instrumental in driving positive business outcomes.


Business has shifted, and business people must find ways to ease into the cramped headspace of others in a manner that feels less invasive and more natural, comfortable, and even personal across channels. From the traditional mediums of communication to new channels that can help us extend our businesses strategically into the lives of those we serve.  Here's one example of that strategic extention at work in a bathroom.  I took this today, just prior to my flight in a very clean, well designed bathroom at Minneapolis St. Paul International Airport....



Perhaps not a true "comfort space" but I loved the use of mobile here....

So, using thatbrooms of the 1960's as a muse -- name your favorite brand-driven comfort space.  What does it do for you -- and how does it motivate you to do what's good for the brand?   Are there any aspects of it that don't work? (E.g. the equivilant of the "flokati rug" in the space)?

Coco Chanel used to say that before leaving your house, you should check yourself in a mirror and remove at least one accessory from your ensemble. That's part of the reason she became a style icon: She knew when too much was enough. Not so for Kimberly Clark/Cottonelle in their new (largest) non-traditional advertising campaign EVER...

Hat tip to Adrants, whose initial coverage led to tear jerking laughter for me and my family. Since then, in an attempt to be fair, I've done a little more research. I can't help but come away with the opinion that this is one of the most over accessorized campaigns I've ever seen!

Up front, it sounded like a clever idea for the puppy-advertising brand. As summarized the concept is something like this ...

"Life's rough on your bottom. Be kind to your behind with Cottonelle."

Not bad, right? The schtick -- Make your own pledge to be kind to your behind in exchange for a chance to win a luxury give away. We'll also give you free coupons!

Cute. Lots of advertising potential! But then they began to accessorize...

First (and the most understandable move, in my opinion), they merged the idea with their "adorable mascot" the infamous Cottonelle puppy. I understand - continuity.

The thing is, they made the mascot into a spokespuppy. Note the freakish new voice, which they're using on the new commercials and on the web site.

This is where Coco begins to twitch. At least they don't make his mouth animate when he talks! (Shudder)

Then they added more stuff: On the web site, where you can create your own pledge and enter to win... they've got totally unrelated bells and whistles that don't really boost the experience at all. In fact, some are totally disconnected from it. .

For example, you canattach a garish, nearly illegible cartoon to your pledge. It appears they are drawn on toilet paper. Many show people sitting on toilets. I wonder how much they paid for this crap? (Pun intentional) Here's an example courtesy of the website...


Incidentally, I have a friend with a sleeping disorder that had a similar incident in college. She missed her finals and it took four hours to get the sensaton back in her legs

Then there's the outdoor advertising component. Does anyone else feel this gets lost in context? They bought a wrap in the subway.... but to really make a statement, why not outfit some of those hard seats with cushions - or brand some restroom space and make them cleaner, more comfortable...and graced with Cottonelle? That's what Charmin did in Times Square. This is entirely forgettable.

Then, my favorite accessory: The mobile component. Nope. Sorry. It's not mobile as in wireless - as in the ability to find any restroom within 1000 feet of your phone, compliments of Cottonelle.... It's mobile as in motor vehicle! Meet Cottonelle's "Comfort Haven Bus."

According to Ad Rants, the bus will engage in a cross-country tour stopping at locations across the United States: "The bus will offer visitors access to "relaxation stations" where people can see first-hand -- and hopefully in privacy -- how soft and comforting Cottonelle can be."

Somehow, "Come poop in our bus" just seems a little far fetched to me (pun intended). But it it gets even worse, folks. The bus has fur!


Come poop in our PUPPY bus? Okay, now you vote: which of the following does the Comfort Haven Bus most resemble?


Lest, I digress, they're not done, they've also added an on-board fitness trainer who will give people who sit down a lot some helpful advice to “loose the caboose.”

AND... just to show you they're not done accessorizing, they retained Judith Greer from ABC's "Miss Guided" as a kickoff celebrity. Now, I like her. She's funny, but what she has to do with toilet paper escapes me.

All this to say, this whole campaign is just, well -- OVER ACCESSORIZED. Sometimes, we just need to know when enough is enough. Otherwise, we find ourselves on - or over - the edge of ridiculous.