|Flush With Excitement: Pitching the Modern
Arnold Cohen, 69, introduced
the American Bidet... worlds first Bidet - Wash ’n Dry Toilet Seat,
50 years ago. Arnold believes that
if American Bidets were featured and installed in hotels,
the guests would experience the difference and want to buy one or more. Arnold has dedicated his life
to changing the Toileting habits for Men, Women and Childen Worldwide.
|Behind the Bidet
Arnold Cohen's invention will spic-'n'-span you
front to rear
By Calvin Godfrey
Arnold Cohen wants your tushy clean. The desire took seed in
the tall, polite gentleman sometime in the 1960s and has grown
into a lifelong obsession. It's not weird either.
Arnold believes America should catch up with
the Old World where tushies are concerned; he believes in the
bidet. "It's my life's work," he says. "Changing the habits
of a nation, weening us off the Charmin."
The bidet was conceived as a mere stool-mounted washtub. It
was employed by Napoleon's cavaliers to cleanse their saddle-worn
behinds, and then progressed to the bedrooms of fashionable
French households. By the middle of the 20th Century, bidets
had spread throughout Europe and parts of South America, and
by the 1980s to Asia, where a new toilet-seat/bidet hybrid took
hold. These days an estimated 60 percent of Japanese households
contain toilet seats that squirt their users in the bum.
Whom to thank? Quite possibly Arnold Cohen. Born to a wealthy
family in Brooklyn, Cohen established his own advertising firm
on Fifth Avenue at age 19 — with a little help from his folks.
But he was not an ungrateful child. "I introduced the American
Bidet 50 years ago, to help my father with a literal pain in
Arnold believes that daily use of an American Bidet can save lives... warns
that Elvis's demise could be yours — citing a statistic that
majority of heart attacks and strokes occur when using the Toilet during or after bowel elimination. With the help
of the American bidet's soothingly invasive jet of warm water,
his customers don't have to worry about straining themselves
into cardiac arrest.
He began plying the device at trade shows and placing large,
illustrated ads in newspapers. "Ninety-nine percent of Americans
did not know what a bidet was," he says, shaking his head. It
was a difficult thing to explain back then.
But in 1964 a Japanese trading company, Nichimen Jitsugyo, took
notice and invited him for a visit. The firm began importing
sitz baths and eventually worked up its own design catered to
the country's plumbing and electrical specs as the "wash/dry
seat." He was fine with that. "It's a tribute to my life's work,"
he says. "The more the merrier."
In Japan the device took off. In 1980 a company called Toto
Ltd. spun Cohen's device off into a product called the "washlet."
By 1985, according to an article in the Japan Times, there were
30 Japanese companies doing business in bidets. "They don't
realize they are sitting on top of a great revelation for mankind,"
the newspaper quoted Cohen as saying.
Cohen has begun a new advertising surge locally and in major
American cities. He is perfecting a new hand-held jet stream
attachment (to be used before and after romantic encounters)
that he hopes will be installed in thousands of Hotel rooms
across the country.
Baby-Bidet Water Fountain
taken 10/78 (age 2)
taken 10/83 (age 2)
People with separate Bidets
Prefer Using Their
American Bidet Wash & Dry Toilet Seats