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In 1957, Procter & Gamble acquired Charmin®, its first consumer-paper products business!One product in particular, Charmin Towels, was a hit! This began a decade of research, experimentation, and ultimately, innovation that helped define Bounty history! While most paper towel brands were promoting their “strength” or their “softness,” P&G discovered that what consumers really cared about was… “absorbency!” With this new insight, Bounty replaced Charmin Towels in 1965, and introduced a new 2-ply towel that was thicker, softer, and more absorbent than any other on the market!