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Public bathrooms offer three primary options to dry a pair of wet hands. First, there is the venerable crisp-pleated paper towel. Second, the old-style warm-air dryer: those indestructible metal carapaces that, through their snouts, breathe down upon our hands. And finally, the jet dryer sub-species of the sort Dyson makes, whose gale-force winds promise to shear away every drop of moisture rather than slowly evaporating it. In the quest to dominate the world’s restrooms, Campbell discovered, Dryer v Towel is a pitched contest of business strategy and public relations. “Expect to be lied to a lot,” Campbell told me. “It’s almost like the cola wars. You have Pepsi v Coke, and you have hand dryers v paper towels.”

The chief battleground for this duel is public hygiene. Science has tried and failed to come to a consensus about the hygienic superiority of one product over the other. Even so, the paper towel industry has funded or promoted a rash of studies claiming that hand dryers turn bathrooms into mosh pits of pathogens. These results almost always make news. Any sort of health scare is a gift to a journalist – an opportunity to write viral headlines such as “Hand dryers are blowing bacteria all over your hands” or “Hand dryers are germ-flinging bullshit”…

As an invention, the paper towel isn’t much older than the hand dryer; the Scott Paper Company, based in Philadelphia and now owned by the tissue giant Kimberly-Clark, developed the first restroom towel in 1907, while the Airdry Corporation, in New York, patented the earliest “drying apparatus” in 1922. For most of the 20th century, the towel was the more dominant product. Dryer companies, by and large, just made dryers; their budgets were small and their influence limited. The biggest manufacturers of paper towels were behemoths such as Kimberly-Clark or Georgia-Pacific, which also produced a vast range of other items. Their pockets were deeper, their leverage over customers greater.

Only after Dyson arrived and other dryer firms shook themselves awake did the contest acquire any edge at all. The numbers still weigh heavily in favour of Big Towel. In 2020, according to the market research firm Technavio, the world will buy roughly $4bn (£3bn) worth of multi-fold paper towels, of the kind most commonly seen in public bathrooms; the same year, hand dryer sales will jump to $856m, having grown 12% every year since 2014. Between 2012 and 2020, a Dyson spokesperson reckoned, hand dryers will have sucked $873m out of paper towel revenues. This is why, he argued, Big Towel launches such regular broadsides at hand dryers…

For a century, the humble paper towel has dominated public toilets. But a new generation of hand dryers has sparked a war: “Hand dryers v paper towels: the surprisingly dirty fight for the right to dry your hands.”

*  John Wesley

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As we pray for peace, we might recall that it was on this date in 1953 that the U. S Patent and Trademark Office issued patent number 2,636,176 to Howard C. Rossin for an overcoat for two people (or Siamese Twins).

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