Every so often a revolution transforms something truly basic, rendering the status quo somewhat, well, primitive.
First came covered sewers, then indoor plumbing and flush toilets.
Now, one bathroom at a time, another major shift in toilet hygiene is quietly under way.
A new generation of toilets may one day make toilet paper seem as outdated and messy as chamber pots and outhouses.
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Unlike traditional toilets, the newer, high-tech versions wash from behind and — if desired — in front with water.
Better models allow for temperature, direction and pressure control, and have retractable spritzing wands and automatic driers as well.
The top-of-the-line devices feature warm seats, automatic motion sensors to raise the lid, buttons to raise the seat, nightlights, self-cleaning mechanisms, music to mask unpleasant sounds, deodorizer spritzers and other conveniences.
“Paper just distributes the problem,” says Lenora Campos, a spokeswoman for Georgia-based Toto USA.
Toto, the Japanese company that pioneered the modern electronic toilet seat, has sold 34 million of them globally.
“We wash most things with water and wouldn’t dream of wiping a dish or anything else with a piece of paper and calling it clean. So why should personal hygiene be any different?”
The concept of electronic toilets that cleanse with water — widely known as bidet toilets — began in the 1980s, when Toto began marketing the “Washlet” model, and has spread internationally over time.
Dozens of companies around the world, including Inax, Brondell and Kohler, are now producing them. Seventy-four percent of Japanese households have toilets of the high-tech persuasion, making them more common there than home computers.
Although most popular in Asia, basic versions are becoming standard in much of the Middle East and South America, where cleansing with water has long been preferred to paper.
They are finally becoming more popular in Europe, as well, where “boudoir paper” was introduced in the 19th century, and in equally paper-centric North America.
The predecessor to modern high-tech toilets was actually invented in the U.S., by Arnold Cohen of Brooklyn, who patented a pedal-operated seat he’d designed as a mechanical answer to a sitz bath to help his ailing father.
He founded the American Bidet Co. in 1964, marketing his product as an “American way to bidet” and “the first wash and dry toilet.” But the subject was considered too vulgar for ads.
“I installed thousands of my seats all over the suburbs of New York, and we had offices all across the country,” says Cohen, whose company still exists. “But advertising was a next-to-impossible challenge. Nobody wants to hear about Tushy Washing 101.”
The place where his invention really took off was Japan. “I licensed to the Toto company and sent container after container to Japan,” says Cohen, whose patent later expired.
Toto came up with a more sophisticated version and, by 1980, had trademarked the Washlet. Sleek, electronic and no longer marketed as a bidet, it became available in the U.S. in 1989.
But it took another 20 years for mainstream American vendors like The Home Depot and Lowe’s to embrace the technology and for prices to come down enough for average consumers.
“We bugged Home Depot and other stores for seven or eight years before they finally agreed to carry bidet toilets,” recalls Steve Scheer, president of Brondell, a San Francisco-based company that has been making high-tech models, such as the Swash toilet seat, since 2003.
Toto’s high-end Neorest toilet, a tankless wonder with all the gizmos, comes out this fall priced at around $10,000. Most high-tech seats with important features, such as a retractable wand and a dryer, cost between $450 and $1,800. Some basic water-cleansing models made by lesser-known companies now sell for less than $40.
“It’s a very experience-driven product, and is hard to explain to someone who’s never tried a high-tech toilet. But the taboo is definitely beginning to lift,” Scheer says. “People used to giggle and make jokes when I explained our products. Now a lot of people have heard about them or tried them and are more interested.”
There are roughly 1.5 million high-tech seats in use in the U.S., and millions more that feature nonelectric water-cleansing methods such as attachments and sprayers.
Although high-tech toilets still account for a scant 1 percent of toilets in the American market, Brondell and Toto both estimate growth in the high-tech segment at around 15 percent or more per year.
“A lot of times it starts when somebody buys one and then has some friends over for a dinner party. Their guests give it a try and then ask, ‘Where in the world did you get that?’ ” says David Krakoff, head of sales for Toto USA.
Scheer says the new type of toilet uses much less water and electricity than those that rely on toilet paper. Because the water stream is small and aerated, each “use” of a high-tech seat requires less than one- to two-tenths of a gallon of water, he says.
One high-tech seat adds around $50 to $60 to the average household’s annual electric bill, but saves much more than that on the cost of toilet paper, the companies say.
Still, Krakoff warns that it is too soon to say goodbye to toilet paper.
“As much as I love these things, I would never say, ‘Don’t put paper next to your toilet,’” he says. “But if a roll used to last you two days, it will last you two weeks or so.”