A process for reorienting the plies within a multi-ply web includes the steps of: providing at least two plies, each ply having a first and a second opposing surface; combining the at least two plies together to form a multi-ply web; treating either the first or the second opposing surface of at least one ply of the multi-ply web forming a treated multi-ply web; winding the treated multi-ply web into a roll; unwinding the roll; and changing the orientation of the treated surface within the multi-ply web as the roll is unwound.