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In London, Birmingham and Manchester, women and young couples were making the move to soft paper. Men were more accustomed to “rubbing or scraping” and would need to be trained to use soft paper without dirtying their hands. As for medication, people “turn their noses up at Izal (literally, almost, since for them the smell of the medication is one of the things which degrades it)”. Bromo was a strong competitor in the ‘hard’ category, and Andrex was “becoming synonymous with ‘soft’”, so Izal needed to act fast if they were to get in on the game...