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Nº 3.<strong>2011</strong> A MAGAZINE FROM <strong>SCA</strong> ON TRENDS, MARKETS AND BUSINESS<br />
THE SECRET<br />
BEHIND SCENT<br />
SELECTION<br />
SHAPE<br />
PACKAGING<br />
THAT REALLY<br />
POPS<br />
WIPING UP<br />
AFTER<br />
TATTOOS<br />
RENEWABLES BY<br />
DESIGN<br />
<strong>SCA</strong> digs sustainable power
SHAPE<br />
<strong>Shape</strong> is a <strong>magazine</strong> from <strong>SCA</strong>,<br />
primarily geared toward customers,<br />
shareholders and analysts, but also<br />
for journalists, opinion leaders and<br />
others interested in <strong>SCA</strong>'s business<br />
and development. <strong>Shape</strong> is<br />
published four times a year. The<br />
next issue is due in December <strong>2011</strong>.<br />
Publisher<br />
Camilla Weiner<br />
Managing Editor<br />
Marita Sander<br />
Editorial<br />
Anna Gullers, Göran Lind,<br />
Appelberg<br />
Design<br />
Cecilia Farkas, Appelberg<br />
Printer<br />
Sörmlands Grafi ska AB.<br />
Katrineholm<br />
Address<br />
<strong>SCA</strong>, Corporate Communications,<br />
Box 200, 101 23 Stockholm,<br />
Sweden.<br />
Telephone +46 8 7885100<br />
Fax +46 8 6788130<br />
<strong>SCA</strong> <strong>Shape</strong> is published in Swedish, <strong>English</strong>,<br />
Spanish, German, French, Dutch and Italian.<br />
The contents are printed on GraphoCote 90<br />
gram from <strong>SCA</strong>. Reproduction only by permission<br />
of <strong>SCA</strong> Corporate Communications. The<br />
opinions expressed herein are those of the<br />
authors or persons interviewed and do not<br />
necessarily refl ect the views of the editors or<br />
<strong>SCA</strong>. You can subscribe to <strong>SCA</strong> <strong>Shape</strong> or read<br />
it as a pdf at www.sca.com.<br />
SHAPE<br />
Nº 3.<strong>2011</strong> A MAGAZINE FROM <strong>SCA</strong> ON TRENDS, MARKETS AND BUSINESS<br />
THE SECRET<br />
BEHIND SCENT<br />
SELECTION<br />
PACKAGING<br />
THAT REALLY<br />
POPS<br />
2 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
RENEWABLES BY<br />
DESIGN<br />
<strong>SCA</strong> digs sustainable power<br />
WIPING UP<br />
AFTER<br />
TATTOOS<br />
Cover photo: Istockphoto<br />
Tattoo: Lindalovisa Fernqvist<br />
NANCY PICK<br />
CO 2 OR DINOSAURS –<br />
SHE’S INTO FOOTPRINTS<br />
On behalf of <strong>Shape</strong>, writer Nancy Pick has<br />
looked into the future of renewable energy<br />
sources and studied why the French like perfumed<br />
tissue but Swedes don’t.<br />
Nancy Pick lives with her family in a<br />
200-year-old farmhouse in rural western<br />
Massachusetts. A French major in college,<br />
she has also lived in Paris, London and Berlin.<br />
Trained as a newspaper reporter, she has<br />
written for a wide variety of publications,<br />
mostly about science and nature. She is the author<br />
of two books, The Rarest of the Rare, about<br />
the natural history collections at Harvard University,<br />
and Curious Footprints, about Amherst<br />
College’s collection of dinosaur tracks.<br />
Currently, she is working with three professors<br />
on a book about phyllotaxis, the elegant<br />
and fascinating patterns found in plants.<br />
In her free time, she paddles the local rivers,<br />
studies Ancient Hebrew and cooks Swedish<br />
nettle soup.<br />
THE CO-WORKER<br />
<strong>SCA</strong>’S SOCIAL MEDIA SITES<br />
Youtube.com/<strong>SCA</strong>everyday shows<br />
commercials and videos from <strong>SCA</strong>’s<br />
press conferences, presentations<br />
and interviews with executives and<br />
employees.<br />
Facebook.com/<strong>SCA</strong> is intended for<br />
attracting talent, engaging users and<br />
providing information in a way that<br />
complements sca.com.<br />
Twitter.com/<strong>SCA</strong>everyday<br />
provides a good summary of everything<br />
happening at sca.com and<br />
in <strong>SCA</strong>’s social media. The aim is to<br />
provide various users, journalists and<br />
bloggers with relevant information.<br />
Slideshare.com/<strong>SCA</strong>everyday<br />
is for investors and analysts, who<br />
can download presentations from<br />
quarterly reports and annual general<br />
meetings.<br />
Scribd.com/<strong>SCA</strong>everyday<br />
makes some 50 publications available,<br />
including <strong>SCA</strong>’s sustainability report,<br />
its “Hygiene Matters” report and<br />
<strong>Shape</strong> <strong>magazine</strong>.<br />
Flickr.com/HygieneMatters<br />
supports the launch of the global<br />
report “Hygiene Matters” with images.
CONTENTS<br />
06. CONSIDER THE ALTERNATIVES<br />
A variety of sustainable energy sources are in development.<br />
10. TWIG TREASURE<br />
<strong>SCA</strong> turns foresting scraps into renewable energy.<br />
16. BATTLING CATASTROPHIES<br />
There are no borders for Dr. Heike Haunstetter.<br />
20. BEAM ME UP<br />
French constructors are using more wood in houses.<br />
22. GREEN GIANT<br />
The Empire State Building is making a smaller carbon footprint.<br />
24. SMELLS LIKE HOME<br />
Where you live may aff ect what fragrances you like.<br />
27. DESIGNS THAT GO DEEP<br />
Tricking the eye is a good way to make packaging stand out.<br />
32. SKIN SKETCHERS<br />
<strong>Shape</strong> paid a visit to Jake Symmonds’ tattoo parlor.<br />
ALSO....<br />
NORWAY’S OIL FUND stocks up – p. 37<br />
12 HOURS with Michelle Poirier – p. 38<br />
NEWS FROM <strong>SCA</strong> – p. 40– 43<br />
DO YOU KNOW...<br />
...how long it took to build the Empire State building? See page 22.<br />
Rob Gibbens at the Selsey<br />
Tattoo Studio knows the<br />
importance of high quality<br />
tissue.<br />
10.<br />
<strong>SCA</strong> Energy looks at<br />
cutting-edge ways to<br />
convert forest components<br />
into energy-rich<br />
products.<br />
Two recent acquisitions have<br />
given <strong>SCA</strong> a strong hygiene<br />
portfolio in Turkey.<br />
04.<br />
26.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 3
UPDATED<br />
Tunisia<br />
TEMPO GOES TO TUNISIA<br />
<strong>SCA</strong>’S TISSUE BRAND Tempo just expanded<br />
into Tunisia with the fi rst premium-quality<br />
hanky in the country.<br />
Hankies are popular in the Maghreb countries<br />
and are used in multiple ways: blowing<br />
your nose, wiping sweat or as a substitute<br />
for tissue napkins. After a successful launch<br />
in Morocco, <strong>SCA</strong> has now launched Tempo<br />
tissues in Tunisia through the joint venture<br />
company Sancella.<br />
Tempo hankies were launched in mid-<br />
February, and despite the unstable political<br />
situation in the country and the January<br />
riots impacting both sales in modern trade<br />
and the in-store animation program, the<br />
launch has been successful.<br />
2,500<br />
2,000<br />
1,500<br />
1,000<br />
<strong>SCA</strong>: PROFIT BEFORE TAX<br />
<strong>SCA</strong>'s profi t before tax, excluding restructuring costs,<br />
quarterly results(SEKm)<br />
4 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2<br />
2009 2010 <strong>2011</strong><br />
Turkey<br />
KOMILI – A TURKISH DELIGHT...<br />
KOMILI, THE FOURTH LARGEST PRODUCER of baby diapers<br />
and feminine care products in Turkey, is incorporated<br />
with the <strong>SCA</strong> group. The purchase consideration<br />
amounts to SEK 308m on a debt-free basis.<br />
<strong>SCA</strong> has acquired 50 percent of the Turkish hygiene<br />
products company Komili from Yıldız Holding, the<br />
largest food group in Turkey.<br />
Komili also has operations in associated product<br />
areas such as wet wipes, soaps and shampoos.<br />
Komili will operate as a joint venture between <strong>SCA</strong><br />
and Yıldız Holding.<br />
“The acquisition will enable us to establish powerful<br />
hygiene products operations in Turkey in the fi elds<br />
of baby diapers and feminine care products. Turkey is<br />
a key growth market with 70 million inhabitants and a<br />
fast-growing population,” says Jan Johansson, president<br />
and CEO of <strong>SCA</strong>.<br />
16<br />
BILLION SEK<br />
Statkraft <strong>SCA</strong> Vind AB´s estimated total<br />
investment in the new wind farm<br />
(read more on page 41)<br />
“ <strong>SCA</strong> will now<br />
have a complete<br />
personal<br />
care product<br />
portfolio in<br />
Turkey,”<br />
Jan Johansson,<br />
CEO of <strong>SCA</strong>.<br />
Turkey<br />
... AND SAN SAG-<br />
LIK COMPLETES<br />
PORTFOLIO<br />
<strong>SCA</strong> HAS acquired 95<br />
percent of the Turkish<br />
company San Saglik,<br />
producer of incontinence<br />
care products, from the<br />
MT Group. The purchase<br />
consideration corresponds<br />
to SEK 95m on a<br />
debt-free basis.<br />
“<strong>SCA</strong> will now have a<br />
complete personal care<br />
product portfolio in Turkey,”<br />
says Jan Johansson,<br />
CEO of <strong>SCA</strong>.
UPDATED<br />
GLORY IS ONE of San Saglik’s two<br />
brands for incontinence care<br />
products. The company has rapidly<br />
captured market share since<br />
the company was founded in<br />
2008 and is now the second largest<br />
player in incontinence care<br />
products in Turkey.<br />
San Saglik generates annual<br />
revenues of approximately SEK<br />
100m. <strong>SCA</strong> has a purchase option<br />
on the remaining 5 percent of<br />
the company.<br />
INCREASED EARNINGS PER SHARE<br />
Operating profi t, excluding restructuring costs, decreased by 5%<br />
(increased by 1% excluding exchange rate effects) to SEK 4,262m,<br />
January-June.<br />
Net sales decreased by 2% (increased by 5% excluding exchange<br />
rate effects and divestments) to SEK 52,064m.<br />
Earnings per share rose 8% (13% excluding exchange rate effects)<br />
to SEK 3.85.<br />
Cash fl ow from current operations was SEK 1,840m (2,816).<br />
Compared with the fi rst half of 2010, raw material costs have risen<br />
by more than SEK 2bn. <strong>SCA</strong> has succeeded in compensating<br />
for this through price increases and cost cutting.<br />
“On the<br />
business side, nearly<br />
80 percent of professionals<br />
have made at least some<br />
changes to be greener over<br />
the past year”<br />
Source: The <strong>SCA</strong> <strong>2011</strong><br />
Tork Report.<br />
6 MAY <strong>2011</strong>:<br />
GREEN<br />
ROUNDTABLE<br />
<strong>SCA</strong> participates in a<br />
climate change conference<br />
in Paris, France.<br />
Kersti Strandqvist, SVP<br />
Corporate Sustainability,<br />
take part in a roundtable<br />
discussion on the<br />
theme “From biomass to<br />
green chemicals.”<br />
12 MAY <strong>2011</strong>:<br />
WIND FARM<br />
PARTNERSHIP<br />
The Norwegian company<br />
Fred.Olsen Renewables<br />
and <strong>SCA</strong> form a<br />
jointly owned company<br />
to focus on constructing<br />
a wind farm on <strong>SCA</strong>’s<br />
land.<br />
1 SEPTEMBER <strong>2011</strong>:<br />
ACQUISITION<br />
IN BRAZIL<br />
<strong>SCA</strong> acquires the Brazilian<br />
hygiene products<br />
company Pro Descart,<br />
the country’s second<br />
largest player in incontinence<br />
care. Consideration<br />
for the deal<br />
amounts to SEK 450m<br />
on a debt-free basis.<br />
1 SEPTEMBER <strong>2011</strong>:<br />
IMPROVED<br />
NEWSPRINT<br />
A newsprint paper<br />
machine in Ortviken,<br />
Sundsvall, will be rebuilt<br />
to allow production of<br />
improved newsprint, an<br />
investment totalling<br />
SEK 350m.
FOCUS: RENEWABLE ENERGY<br />
SEARC<br />
for future energy<br />
Algae that produce fuel oil? Turbines that<br />
harness tides? Solar panels in space? In the race<br />
against climate change, scientists are pursuing<br />
a dizzying array of visionary ideas for renewable<br />
energy. Perhaps one of their initiatives will lead<br />
to the breakthrough we need.<br />
6 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
TEXT: NANCY PICK PHOTO: GETTY IMAGES AND ISTOCKPHOTO
HING<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 7
FOCUS: RENEWABLE ENERGY<br />
Hydro power<br />
Green power<br />
Solar power<br />
E<br />
UROPE IS PARTICULARLY ambi-<br />
tious in its push to replace coal and<br />
other fossil fuels, with its 20-20-20<br />
strategy. By 2020, the European<br />
Union aims to reduce greenhouse<br />
gas emissions by 20 percent, produce 20 percent<br />
of its energy with renewables, and improve energy<br />
effi ciency by 20 percent. Around the world,<br />
talented scientists and engineers are looking<br />
for revolutionary ways to harness the sun, wind,<br />
water and plants.<br />
Michael Kelzenberg, a postdoctoral researcher<br />
in electrical engineering at the California<br />
Institute of Technology, believes strongly in<br />
solar power, but he thinks that many alternative<br />
energy sources will have a role in the future.<br />
“Everybody who works in renewable energy<br />
agrees that there’s going to be diversity in energy,”<br />
he says. “There’s no one type of energy<br />
that’s perfect. With conventional energy – coal,<br />
oil, nuclear – we developed what made sense at<br />
the time.<br />
“Personally, I’m putting my time into<br />
solar,” Kelzenberg says. “Solar is a particularly<br />
compelling solution. We could<br />
supply the entire human race with<br />
electricity, simply by harvesting a<br />
small part of the sunlight that hits<br />
the Earth.”<br />
Wind and hydro can work only<br />
in suitable locations, he says, and<br />
dams or turbines have already been
installed in many of the best spots. For solar, by<br />
contrast, there remain vast expanses of ideal<br />
land around the world.<br />
China agrees with him. In 2009, China’s<br />
fi nance ministry began pumping some 3 billion<br />
US dollars into its “Golden Sun” initiative,<br />
quickly making the country the world’s largest<br />
manufacturer of solar panels.<br />
Before solar energy can truly be practical,<br />
however, scientists must solve a twofold problem:<br />
increasing effi ciency while lowering costs.<br />
Currently, solar cells with effi ciencies above 30<br />
percent remain extremely expensive and are<br />
used mainly in aerospace. Mass-produced solar<br />
cells are typically only 10 to 15 percent effi cient.<br />
Kelzenberg’s graduate research involved a<br />
promising development: low-cost solar cells<br />
made from silicon microwires. The hair’sbreadth<br />
microwires can be “grown” more<br />
cheaply.<br />
WHAT ABOUT ALGAE? While some researchers<br />
are making fuel from fast-growing algae exposed<br />
to the sun in ponds or tubes, the Solazyme<br />
company in San Francisco takes a diff erent approach.<br />
It uses genetically modifi ed algae that,<br />
when fed sugar, produce oil. In 2010 the company<br />
delivered 80,000 liters of algae-derived<br />
marine and jet fuel to the US Navy.<br />
Tidal power also has its advocates. In South<br />
Korea, the Sihwa Lake Tidal Power Station is<br />
scheduled for completion in <strong>2011</strong>. The plant will<br />
Wind power<br />
“ There’s no<br />
one type<br />
of energy<br />
that is<br />
perfect.”<br />
produce 254 megawatts, enough to power some<br />
200,000 homes, making it the largest tidal energy<br />
installation on Earth.<br />
OTHER RESEARCHERS promote the concept of<br />
launching solar panels into space, where they<br />
would beam down energy to Earth. While<br />
NASA has entertained such schemes for years,<br />
Kelzenberg says the idea is now less far-fetched.<br />
The effi ciency of solar cells has improved, their<br />
weight has dropped, and the cost of launching<br />
materials into space has fallen. “Solar cells in<br />
space receive sunlight 24 hours a day, and they<br />
receive more of it than on Earth,” he says. “I<br />
hope we see this happen in our lifetime.”<br />
Will someone make a revolutionary solar-cell<br />
discovery that solves the planet’s energy woes?<br />
“Unfortunately, I don’t think we’ll see even 50<br />
percent effi cient solar panels any time soon,”<br />
Kelzenberg says. “We’re fi ghting against wellknown<br />
laws of thermodynamics that make it<br />
very diffi cult to harvest electrical energy from<br />
the sun.”<br />
But where we might see breakthroughs is<br />
in the cost of solar panels, he says. “Silicon,<br />
while one of the most abundant materials in the<br />
Earth’s crust, is still very expensive to produce,<br />
even on an industrial scale. I think somebody<br />
could have a breakthrough in making a costeff<br />
ective solar cell.”<br />
With a little luck, Kelzenberg could be part of<br />
the team that does it.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 9
FEATURE FOCUS: RENEWABLE ENERGY<br />
10 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
FU
FEATURE<br />
EL FROM<br />
the forest<br />
Throughout the 20th century, the world took inexpensive and<br />
abundant oil for granted. But those days are over. That’s why <strong>SCA</strong><br />
seeks alternative, renewable energy sources to satisfy its energy needs.<br />
TEXT: NANCY PICK PHOTO: GETTY IMAGES<br />
T<br />
HERE’S A BIG CHANGE COMING,” says Åke Westberg,<br />
head of <strong>SCA</strong> Energy in Sundsvall, Sweden:<br />
“Energy has always been cheap, and oil has been<br />
quite cheap. Therefore we have been rather crude<br />
in our forest handling, not using all the biomass<br />
that’s there. But if we want to cut our carbon dioxide<br />
emissions, we have to use all the biomass in the<br />
forestland. I see great potential for <strong>SCA</strong>, given our<br />
large forest ownership.”<br />
Leading the way on renewable fuels is the new<br />
business unit that Westberg heads, <strong>SCA</strong> Energy,<br />
formed on January 1, <strong>2011</strong>. It consolidates various<br />
renewable energy businesses and research projects<br />
that used to be scattered throughout the company.<br />
As part of the Forest Products business group,<br />
<strong>SCA</strong> Energy is located in Sundsvall close to the<br />
company’s 2.6-million-hectare forest, the largest<br />
privately owned forest in Europe.<br />
“Historically,” Westberg says, “<strong>SCA</strong>’s forest was<br />
simply logged to provide wood for its fiber industry.<br />
The fuel component was the little brother,” he says.<br />
“It wasn’t much talked about, and it was not developed<br />
in the right way.”<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 11
FOCUS: RENEWABLE ENERGY<br />
Now, <strong>SCA</strong> Energy is engaged in<br />
a wide range of renewable fuel projects.<br />
Some involve tapping energy<br />
from the forest itself, by using leftover<br />
treetops, branches, stumps and peat.<br />
Others involve alternative energy projects<br />
such as wind power or pellets made<br />
from sawdust. In addition, <strong>SCA</strong> Energy is<br />
looking at cutting-edge ways to convert forest<br />
components into energy-rich products like biooil,<br />
bio-coal and other types of fuel.<br />
From the forest itself, “grot” – the Swedish term<br />
for branches and treetops left over from timber<br />
harvesting – is a promising source of energy.<br />
“We collect it, take it to the road, and cure it by<br />
letting it dry in the wind and sun,” Westberg<br />
says. “Then we chip it and supply it to heat and<br />
power plants, and also to our own factories, for<br />
heat production.”<br />
STUMPS REPRESENT another valuable resource,<br />
never used before. “Harvesting them is a rather<br />
small activity today, but we see the potential,”<br />
he says. “There’s a lot of biomass in stumps,<br />
and it’s very good fuel.” After a tree is cut<br />
down, a machine pulls the stump out of<br />
the ground, along with some of the roots.<br />
“You split that and shake it hard to get rid<br />
of stones and sand, then you dry it in the<br />
forest for about a year. After that, you chip<br />
it and take it to the customer.”<br />
Where conditions are too boggy for<br />
trees, peat may thrive. An early stage of<br />
coal, peat contains plenty of energy.<br />
“We have a lot of peat moss in Sweden,<br />
and it’s growing all the time,” Westberg<br />
says. <strong>SCA</strong> harvests peat in three<br />
areas and is adding a fourth area<br />
12 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
<strong>SCA</strong>’S<br />
ANNUAL SALES<br />
OF RENEWABLE<br />
ENERGY ARE<br />
ALREADY ABOUT<br />
SEK 800M<br />
<strong>SCA</strong> OWNS<br />
2.6 MILLION<br />
HECTARES OF<br />
FORESTLAND<br />
The fuel component<br />
was the little brother.<br />
It wasn't much talked<br />
about.<br />
Åke Westberg<br />
this year. “We say it’s slowly renewable,<br />
because it takes some time<br />
to replace itself.” Harvesting involves<br />
fl uffi ng the peat a few centimeters<br />
deep, by machine, and letting that dry in<br />
the sun. Then that layer gets collected and<br />
stored in a dry place, while the next layer<br />
of peat gets fl uff ed. “We do that all summer.<br />
Then when the winter comes, we supply our<br />
customers, who burn it.” Production could be<br />
increased substantially.<br />
PELLETS MADE FROM sawmill dust represent<br />
another type of forest product. <strong>SCA</strong> purchased<br />
a pellet industry several years ago, as part of the<br />
sawmill sector. Now, the business is being developed<br />
in a more serious manner.<br />
Production of all these biomass products will<br />
likely need to ramp up in the next decade, as<br />
Europe gets serious about reducing its carbon footprint.<br />
“If the politicians stick to their goals, then a lot<br />
of the coal in Europe will have to be replaced,” Westberg<br />
says. “We in Scandinavia will need to supply<br />
some of the biomass, and it will be a huge market.”<br />
One critical question for the future is this: How<br />
can biomass be transported all the way from northern<br />
Sweden to the rest of Europe in an effi cient<br />
way? Ultimately, Sweden will need to produce<br />
products that are energy-rich. The technologies<br />
for creating these products are new or still being<br />
developed. Will forest resources like tree stumps<br />
be heated under pressure and made into bio-oil? Or<br />
bio-coal? Or a diff erent form of biofuel?<br />
“We don’t actually know yet,” Westberg<br />
says. “We are looking into this. As new<br />
processes come online, we are following<br />
them very closely.” And so are Europe’s<br />
politicians.
<strong>SCA</strong> is<br />
thinking renewable<br />
across the globe...<br />
ENERGY FROM HOUSEHOLD WASTE<br />
GERMANY <strong>SCA</strong>’s paper mill in Witzenhausen, Germany,<br />
gets all of its energy from a resource we’ll<br />
never run out of: processed household waste.<br />
The Refuse-Derived Fuel (RDF) power plant<br />
opened in March of 2009. “We were among the<br />
fi rst to use this energy source for a paper mill,”<br />
says Niels Flierman, general manager at the Witzenhausen<br />
plant. “It’s relatively new technology.”<br />
The household waste is screened and sorted into<br />
different fractions of caloric value, one of them being<br />
RDF. Fluidized bed combustion is used to incinerate<br />
the RDF for steam production. This highpressure<br />
steam passes a steam turbine which<br />
produces low-pressure steam for drying paper as<br />
well as electrical power for the plant.<br />
Although operation of the new<br />
RDF power plant is more complex<br />
than the mill’s old gas-fi red plant,<br />
<strong>SCA</strong> has reaped both economic and<br />
environmental benefi ts from the<br />
conversion. The plant has cut<br />
costs and greatly reduced its<br />
dependence on fossil fuel.<br />
The plant has won local<br />
support, in part by<br />
using sophisticated<br />
fl ue gas cleaners to<br />
keep emissions low.<br />
Neighbors who were<br />
concerned about air<br />
pollution have been<br />
won over. “We operate<br />
under extremely strict<br />
limits for emissions,<br />
and we stay well below<br />
even those.”<br />
GERMANY<br />
Witzenhausen<br />
Oława<br />
COAL-FREE POWER<br />
POLAND<br />
POLAND Coal<br />
remains the main<br />
source of electricity in<br />
Poland. But at its diaper plant in<br />
Oława, <strong>SCA</strong> has found a greener path.<br />
“Effective January 1, <strong>2011</strong>, our power plant uses<br />
exclusively renewable energy,” says Aleksandra<br />
Karpinska-Goralik, communications coordinator<br />
for <strong>SCA</strong> in Poland. “We are the fi rst <strong>SCA</strong> personal<br />
care products factory to get 100 percent of its<br />
electricity from wind power.”<br />
The electricity is generated by Suwałki Wind<br />
Park in rural northeast Poland. Although this<br />
is far from <strong>SCA</strong>’s factory in the southwest, the<br />
German power company RWE (Rheinisch-<br />
Westfälisches Elektrizitätswerk) certifi es that<br />
all of the plant’s electricity comes from the<br />
wind farm.<br />
“I think this is a big advantage for us,” says<br />
Karpinska-Goralik. “We don’t just talk about sustainability<br />
– we have the facts to support it.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 13
FOCUS: RENEWABLE ENERGY<br />
POWER FROM BIOGAS<br />
14 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
AUSTRIA<br />
AUSTRIA Southwest of Vienna, <strong>SCA</strong>’s tissue mill in<br />
Ortmann is launching an innovative project, creating<br />
renewable energy from its own wastewater.<br />
“Our aim is to produce biogas from anaerobic<br />
bacteria and use it in our power plant,” says Herbert<br />
Buchinger, manager for quality, health, safety and<br />
environment at the mill.<br />
How will this work? The system relies on<br />
hungry anaerobic bacteria, which pre-treat<br />
the water by digesting some of its organic<br />
matter. As they digest, the bacteria give<br />
off methane, an energy-rich gas. After<br />
fi ltering, the gas will be used in<br />
the mill’s power plant to generate<br />
electricity and steam. “We expect<br />
to produce 100 cubic meters of<br />
biogas per hour,” Buchinger<br />
says. The biogas treatment<br />
plant, built by Veolia Water<br />
Systems and Technologies,<br />
is scheduled to open in the<br />
fall of <strong>2011</strong>.<br />
Näsåker<br />
Also by year’s end, the<br />
Austrian plant plans to start<br />
Sundsvall<br />
up another green project,<br />
using the plant’s waste heat.<br />
“We will supply hot water to<br />
heat the houses of people<br />
living near the mill, in the<br />
village around Ortmann,”<br />
Buchinger says. “And last<br />
but not least,” he says,<br />
“we buy 100 percent<br />
of our electricity from<br />
renewable, nuclear-free<br />
resources on the energy<br />
market.”<br />
SWEDEN<br />
Ortmann<br />
GEOTHERMAL ENERGY<br />
NEW ZEALAND Since the summer of 2010, <strong>SCA</strong>’s paper factory<br />
in Kawerau, New Zealand, has used an unusual source<br />
to dry its tissue: Mother Nature. The plant happens to sit on a<br />
rare natural heat fi eld that produces geothermal steam.<br />
“We’ve eliminated 75 percent of our<br />
natural gas needs for tissue paper drying,”<br />
says Murray Lucas, manager of operations<br />
at the Kawerau plant. “Two gas-fi red<br />
boilers have been closed down and mothballed.”<br />
Changing over to geothermal steam was rela-<br />
Kawerau<br />
tively simple, mainly a matter of joining up the<br />
plant’s pipelines to the ones delivering natural<br />
steam. “The system is working extremely<br />
well,” Lucas says. “We have cut our CO2 emissions<br />
by 39 percent. In the community<br />
and at the plant, there’s a high level of<br />
awareness that we’re using geothermal<br />
– and a sense of pride.”<br />
As its next green initiative, the<br />
Kawerau plant hopes to switch<br />
its electrical supply to<br />
geothermal as<br />
well.<br />
NEW ZEALAND<br />
WIND FROM THE FORESTS<br />
SWEDEN As <strong>SCA</strong> seeks to optimize energy production from<br />
its 2.6 million hectares of forest in northern Sweden, the<br />
company is looking beyond the trees.<br />
“About fi ve years ago, we realized it was very windy in<br />
quite a few places in our forestland,” says Åke Westberg,<br />
who heads the <strong>SCA</strong> Energy business unit in Sundsvall,<br />
Sweden. “We think these sites are highly suitable for wind<br />
power.” With this in mind, <strong>SCA</strong> has formed a new corporation<br />
with the Norwegian-based company Fred.Olsen Renewables.<br />
The joint company, called FOR<strong>SCA</strong>, is 40 percent<br />
owned by <strong>SCA</strong>.<br />
“Together, our aim is to build 300 to 350 wind turbines,”<br />
Westberg says. The new wind farm will be located in the<br />
highlands near the village of Näsåker, in northen Sweden.<br />
During the summer of <strong>2011</strong>, FOR<strong>SCA</strong> is taking wind measurements<br />
to determine the scope of the project.<br />
Potentially, the wind farm could produce as much as<br />
2 TWh per year. <strong>SCA</strong> is also developing wind farms in northern<br />
Sweden through Statkraft <strong>SCA</strong> Vind, a company jointly<br />
owned with Statkraft of Norway with a capacity to produce<br />
2.6 TWh per year, altogether amounting to 4.6 TWh per year.<br />
As its national goal, by 2015 Sweden aims to generate<br />
10 TWh of wind power energy per year. By the end of 2010<br />
Sweden had capacity to produce 3.6 TWh per year.
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New Libresse tampons.<br />
To open, simply twist.<br />
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comfort and protection
10 QUESTIONS<br />
WORK IN THE<br />
TIME OF CHOLERA<br />
16 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
Heike Haunstetter, a doctor<br />
on assignment for Doctors Without Borders, has<br />
battled epidemics and saved lives in Haiti and Malawi.<br />
But returning home to the comparative safety of her<br />
homeland is sometimes tougher, she says.<br />
TEXT: JONAS REHNBERG PHOTOS: JONNY LINDH, HEIKE HAUNSTETTER<br />
BORN IN TUTTLINGEN, GERMANY, Heike Haunstetter<br />
came to Sweden as an exchange student and met her<br />
future husband, Marcus. Today, she lives in Sweden<br />
and has worked as a doctor at the Centralsjukhuset<br />
hospital in Kristianstad since 2005, specializing in<br />
internal medicine and infectious diseases.<br />
Eager to put her skills to work in an international<br />
context, she joined Médecins Sans Frontières (MSF,<br />
or Doctors Without Borders) in 2010. She has been<br />
abroad on two assignments, working in a cholera<br />
camp in Haiti for two months and fi ghting a measles<br />
epidemic in Malawi for four months.<br />
Did you always know that you wanted to become<br />
a doctor? No, it was nothing I dreamed of when I was<br />
young, but it’s a fantastic job in which you meet many<br />
people and feel useful. Also, I knew early on that I<br />
wanted to work abroad.<br />
Why did you decide to get involved with MSF?<br />
I wanted to make a contribution by applying<br />
my competence, my experience, my enthusiasm<br />
and capacity for work in order to make the world a<br />
little better.
SANITATION A KEY<br />
Sanitation is the most important<br />
medical advance since 1840,<br />
according to a reader survey in<br />
the British Medical Journal. Improved<br />
sanitation reduces cholera,<br />
worms, diarrhea, pneumonia<br />
and malnutrition, among other<br />
maladies that cause disease<br />
and death in millions of people.<br />
Today 2.6 billion people, including<br />
almost 1 billion children, live<br />
without even basic sanitation.<br />
Every 20 seconds, a child dies as<br />
a result of poor sanitation. Access<br />
to a toilet alone can reduce<br />
child diarrheal deaths by over 30<br />
percent, and hand washing by<br />
more than 40 percent.<br />
Two of the UN’s Millennium Development<br />
Goals are by the year<br />
2015 to eradicate extreme poverty<br />
and reduce child mortality<br />
rates. Source: UN<br />
<strong>SCA</strong> IN SANITATION<br />
PROJECTS<br />
<strong>SCA</strong> has entered several projects<br />
to improve the hygiene situation<br />
in Sudan and Niger, two of the<br />
poorest countries in the world.<br />
In South Sudan, <strong>SCA</strong> is supporting<br />
the installation of latrines<br />
and handwashing facilities in<br />
schools, and is granting scholarships<br />
and sanitary products to<br />
young girls, enabling them to<br />
attend school. In Niger, <strong>SCA</strong> supports<br />
young women suffering<br />
from incontinence due to giving<br />
birth at a very young age. The<br />
work is carried out via a partnership<br />
with the NGO Oxfam Novib.<br />
Following the earthquake<br />
disaster in Haiti in January 2010,<br />
several initiatives were taken<br />
by <strong>SCA</strong> to provide relief to those<br />
affected.<br />
WHEN HYGIENE<br />
MATTERS<br />
In a series of reports called<br />
“Hygiene Matters”, <strong>SCA</strong> aims to<br />
raise awareness of the connection<br />
between hygiene,<br />
health and well-being.<br />
The reports are based on<br />
surveys conducted in<br />
nine countries around<br />
the world. Download the<br />
report here: www.sca.<br />
com/en/Press/Publications/Hygiene-Matters<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 17
10 QUESTIONS<br />
What caused the cholera epidemic that struck<br />
Haiti in the wake of the 2010 earthquake and<br />
still persists?<br />
The lack of sanitary infrastructure. Even<br />
before the earthquake, Haiti didn’t possess a<br />
widespread, well-functioning sewage system.<br />
The situation became worse when wells and other<br />
water supplies were contaminated by wastewater,<br />
which facilitates the spread of cholera and other<br />
waterborne infections like typhoid and parasites.<br />
In the absence of latrines, people relieve themselves<br />
in what are called “flying toilets” (plastic<br />
bags). When deposited into a landfill, these bags<br />
may leak and case further contamination<br />
and pollution.<br />
How is cholera treated?<br />
Cholera is easily treatable. The prompt administration<br />
of oral rehydration salts to replace lost<br />
fluids nearly always results in a cure. In especially<br />
severe cases, intravenous administration of fluids<br />
may be required to save the patient’s life. Left untreated,<br />
however, cholera can kill quickly following<br />
the onset of symptoms. Only 1 percent of treated<br />
cases die, whereas the fatality rate for untreated<br />
cases is 50 percent.<br />
What can be done following a disaster to decrease<br />
the risk of cholera and other waterborne<br />
infections?<br />
Water safety is the prime concern. To distribute<br />
drinkable water to the population, chlorinate existing<br />
water and construct temporary latrines. It may<br />
sound simple enough, but it actually poses a huge<br />
logistical challenge, particularly in the wake of an<br />
earthquake or a tsunami.<br />
What did you do at the cholera camp?<br />
I helped cure infected people and provided<br />
training to local medical staff. Education is as<br />
important as clinical work, in order to build a sus-<br />
18 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
Heike Haunstetter<br />
“ I marvel<br />
at how<br />
much I can<br />
accomplish<br />
in the field<br />
with relatively<br />
small<br />
resources.”<br />
Heike Haunstetter<br />
tainable health-care structure that continues to<br />
function once MSF has left.<br />
Has your work in the Third World given you<br />
new perspectives on health care in the Western<br />
world?<br />
Absolutely. Returning home isn’t always easy<br />
when you have been reminded that there are many<br />
different worlds within this world, where people<br />
face a radically different set of problems. Still, it’s<br />
not fair to compare, and I can’t very well demand<br />
that the people at home fully share my perspective.<br />
How does it feel to return home after having<br />
spent several months in a disaster area?<br />
I feel grateful over the abundance of resources<br />
that we have to help people here. In general, I complain<br />
less about a “lack of resources” and I don’t really<br />
see that we have a “health-care crisis” at home.<br />
On the other hand, I marvel at how much I can<br />
accomplish in the field with relatively small resources,<br />
where I can really make a difference and<br />
help so many people. In the cholera camp, it often<br />
struck me how many lives I helped save in a very<br />
short time by using simple means.<br />
Do you ever feel helpless when faced with disaster<br />
and epidemic?<br />
Yes, when I encounter cases that I know could<br />
have easily been cured or helped back home in Sweden.<br />
In such situations, the injustices and inequality<br />
of this world become painfully apparent.<br />
How do you combat fatigue and resignation<br />
when working in the field?<br />
In MSF, we have tremendous support from the<br />
other team members — not just fellow physicians<br />
but sanitation experts, administrators and other<br />
professionals. We all share the same living quarters,<br />
have the same goal and focus on the same<br />
things. And we have all left our families and our<br />
home countries behind us.
Heike Haunstetter<br />
Age: 33<br />
Family: Married to Marcus<br />
Lives: Kristianstad, Sweden<br />
Hobbies: Photography, languages,<br />
literature and bicycling.<br />
Two African books:<br />
“An elegy for Easterly”<br />
by Petina Gappah and<br />
“Half of a yellow sun”<br />
by Chimamanda Ngozi Adichie.<br />
DOCTORS WITHOUT BORDERS<br />
Doctors Without Borders is an international medical humanitarian<br />
organization created by doctors and journalists<br />
in France in 1971. Today, Doctors Without Borders<br />
provides aid in nearly 60 countries to people whose survival<br />
is threatened by violence, neglect or catastrophe,<br />
primarily due to armed confl ict, epidemics, malnutrition,<br />
exclusion from health care or natural disasters. In<br />
1999, the organization received the Nobel Peace Prize.<br />
Heike Haunstetter has worked in<br />
both Malawi and Haiti and is<br />
a keen photographer. In general,<br />
susceptibility to infectious<br />
disease is related to poverty<br />
and malnutrition.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 19
MARKET<br />
The demand<br />
for wood isexpected<br />
to increase even more<br />
in France.<br />
FRANCE<br />
warms to wood<br />
Most French houses have traditionally been built with stone, brick or<br />
concrete. But a recent shift in policy, along with a campaign highlighting<br />
the benefi ts of wood, are encouraging the French to change their building<br />
habits and increase their consumption of wood substantially.<br />
TEXT: CARI SIMMONS PHOTO: GETTY IMAGES<br />
FOLLOWING THE Grenelle Environment Round<br />
Table held by the Ministry of Ecology and Sustainable<br />
Planning and Development, an act was<br />
created to establish new environmental guidelines<br />
for the building sector. The act provides fi nancial<br />
incentives that encourage energy-effi cient changes<br />
to both existing and new buildings.<br />
Shifting to more environmentally sound and<br />
reusable wood is one measure designed to save<br />
energy and reduce CO2 .<br />
As of December 1, <strong>2011</strong>, the constructors are<br />
to incorporate even more wood when building<br />
homes. An initial change in accordance with the<br />
Environment Round Table was to increase the<br />
amount of wood per square meter of<br />
fl oor space in French residences<br />
by tenfold,<br />
from about<br />
2 cubic decimeters to 20 cubic decimeters. That<br />
fi gure will now increase to 35 cubic decimeters,<br />
and even further increases have been announced<br />
to come.<br />
“Most people have realized that building with<br />
wood is a lifestyle choice and contributes to the preservation<br />
of the environment,” says Laurent Hren at<br />
France's National Committee for the Development<br />
of Wood.<br />
It takes less energy to build a wooden structure<br />
than an equivalent one made of concrete or steel.<br />
Wood is also a very eff ective insulation material, so<br />
less energy is consumed for heating compared with<br />
concrete or steel.<br />
WOOD HOUSES are expected to grow by 30 percent<br />
a year for the next fi ve years. In 2000, just 3 percent<br />
of houses were made of wood, but today that fi gure<br />
is around 5–8 percent.<br />
Yet France still has a long way to go to match the<br />
amount of wood used in other countries. In the<br />
US and Canada, about 90 percent of single-family<br />
homes contain wood framing. In the Nordic countries<br />
that fi gure is about 60 percent.<br />
But as the benefi ts of building and living with<br />
wood become more apparent, the demand for wood<br />
is expected to increase even more in France, not just<br />
for homes but for other types of buildings as well.<br />
“I think wood in general will be more present in<br />
buildings in the years to come – exteriors, fl oorings,<br />
furniture etc.,” says Laurent Hren. “There is<br />
a demand for wood from both public and private<br />
customers. In addition new products are constantly<br />
being launched that increase the possibilities.”
“We see that this trend will<br />
grow especially among<br />
young people today who are<br />
thinking more about<br />
environmental impact.”<br />
<strong>SCA</strong> IN FRANCE<br />
<strong>SCA</strong> sells 150,000 m 3 solid wood products a year, mainly<br />
white wood (90 percent).<br />
80 percent goes to industrial customers, for example<br />
doors, window shutters, laminated constructions and<br />
planing mills.<br />
20 percent is sold to building merchants.<br />
FEATURE The supply chain<br />
LIVING LIFE<br />
WITH WOOD<br />
FRANCE IMPORTS 3.3 million cubic meters of<br />
sawn softwood annually, according to the<br />
Swedish Forest Industries Federation. <strong>SCA</strong>,<br />
which exports sawn timber to France, is currently<br />
promoting the use of wood together<br />
with the Finnish and Swedish forest organizations<br />
and the French wood organizations<br />
Codifab and the National Committee for the<br />
Development of Wood. “We are promoting<br />
building with wood and living with wood,”<br />
says Jacques Morand, managing director<br />
of <strong>SCA</strong> Timber in France. “In this sense we<br />
are not just encouraging wood for building<br />
houses and buildings, but also encouraging<br />
using more wood for swimming pools, decks,<br />
furniture, insulation, cladding and so on.”<br />
Although the French drive to use more<br />
wood has affected volumes only marginally<br />
so far, Morand expects to see more changes<br />
in the future, with wood used more not only<br />
in construction but as an element in industrial<br />
components. “We see that this trend will<br />
grow especially among young people today<br />
who are thinking more about environmental<br />
impact,” he says.<br />
Wood, not only in houses.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 3<strong>2011</strong> 21
MARKET<br />
AN ICON<br />
GOES GREEN<br />
The Empire State Building is one of the most famous skyscrapers in<br />
the world, and many New Yorkers know the lights at the top of the building<br />
change frequently to mark special occasions. What they don’t know is that<br />
the most appropriate color choice these days might be green – since the<br />
building’s management has embarked on a program to make the structure<br />
more environmentally sound.<br />
TORK ELEVATES<br />
THE WASHROOM<br />
TORK ELEVATION brand offers<br />
a range of dispensers<br />
for use in public restrooms.<br />
The line includes 17 dispensers<br />
for paper towels,<br />
toilet paper, liquid soap<br />
and air fresheners. The<br />
dispensers were designed<br />
by Thomas Meyerhoffer,<br />
a Swedish-American designer.<br />
Cindy Stilp, director of<br />
Tissue Marketing and<br />
Communications at <strong>SCA</strong> in<br />
North America, says, “Tork<br />
dispensers not only help<br />
business owners maintain<br />
cleaner and more effi cient<br />
restrooms, but, like all Tork<br />
products, do so with the<br />
smallest environmental<br />
footprint possible.”<br />
TEXT: THETA PAVIS PHOTO: ISTOCKPHOTO<br />
time, using its toilet paper and paper towels.<br />
“We probably go through approximately 3,600<br />
cases of toilet paper and paper towels a year, combined,”<br />
says Dale DiDonna, director of custodial<br />
services for First Quality Maintenance, the fi rm that<br />
manages the building’s 120 custodial staff members.<br />
DIDONNA, WHO HAS been in the business for 20<br />
years, says the way facilities are cleaned and stocked<br />
has changed dramatically. “The chemicals have gotten<br />
less caustic. We’re getting away from bleach and<br />
ammonia. Breathing this for 20 years is not good.<br />
Environmentally, things have gotten better.”<br />
W<br />
hile much of the green-building<br />
movement has focused on<br />
new construction, there’s a<br />
trend to turn existing structures<br />
like the Empire State<br />
Building into green spaces as well. “For existing<br />
buildings, there is a rating system to measure<br />
the building’s performance on such things as<br />
energy, water effi ciency, waste management,<br />
procurement, the indoor environment and<br />
green cleaning programs,” says Josh Radoff ,<br />
co-founder and principal of YRG Sustainability<br />
and a member of <strong>SCA</strong> Tork Green
When management wanted to make sure their<br />
paper products were part of their green strategy,<br />
they turned to <strong>SCA</strong>. “They went out to bid, and this<br />
is one of the best green companies as far as sustainability<br />
goes,” says DiDonna.<br />
The bottom line for building operators is that going<br />
green means good business. “More of the focus<br />
is now on technology and productivity, and trying<br />
to get more of bang for their buck,” DiDonna says.<br />
In addition, he says, “innovations in cleaning and<br />
equipment reduce labor costs.”<br />
Radoff , of <strong>SCA</strong> Tork’s Green Hygiene Council,<br />
says green environments can keep a lid on labor<br />
costs because the health of the workers reduces<br />
absenteeism and increases productivity.<br />
In addition, the Empire State Building’s green<br />
strategies are attracting premier clients who want<br />
to rent offi ce space there.<br />
Hygiene Council.<br />
At the start of this year, the management<br />
of the Empire State Building announced<br />
that it had become the largest<br />
commercial purchaser of 100 percent<br />
renewable energy in New York City.<br />
They did it by purchasing energy<br />
credits from wind power.<br />
Another key way to improve the<br />
environmental footprint of a building<br />
is to take a look at the bathrooms,<br />
since thousands of people<br />
work in the Empire State Building<br />
every day and millions of tourists<br />
visit each year. With 102 fl oors of<br />
offi ce space plus observation decks,<br />
it’s a big job. Last year the building<br />
began working with <strong>SCA</strong> for the fi rst<br />
Approximately 21,000<br />
employees work in the<br />
Empire State Building<br />
each day.<br />
of work. If they are doing enough<br />
things, they can earn enough points to<br />
get certifi ed, with either silver, gold or<br />
platinum levels.”<br />
For the Empire State Building, <strong>SCA</strong><br />
was a great choice, since its products<br />
are not only reliable but also help the<br />
company earn LEED points. “There<br />
is a fi ne line of balancing quality with<br />
greenness,” says Jordan Sedler, president<br />
of Paper Enterprises, a pioneer<br />
distributor based in New York. Paper<br />
Enterprises helped connect <strong>SCA</strong><br />
with the Empire State Building, and<br />
Sedler expects more buildings will be<br />
looking to go green in the future, with<br />
educational institutions such as colleges<br />
leading the pack. “Real estate<br />
and lodging are probably ahead of the<br />
curve compared to commercial buildings,<br />
with health and food services<br />
coming up behind it,” he says.<br />
FROM GREEN TO GOLD<br />
WHETHER IT’S A new edifi ce or an existing<br />
structure such as the Empire State<br />
Building, which marks its 80th anniversary<br />
in <strong>2011</strong>, green buildings can’t<br />
just claim to be bastions of environmentalism.<br />
Instead, they need some<br />
kind of third party verifi cation, the most<br />
prominent of which is the internationally<br />
recognized Leadership in Energy<br />
and Environmental Design (LEED) suite<br />
of rating systems, developed by the US<br />
Green Building Council.<br />
“For existing buildings, the more that<br />
they can have a sustainable procurement<br />
policy, such as buying recycled<br />
goods and green cleaning products,<br />
the more they can earn points towards<br />
their LEED certifi cation,” says Josh<br />
Radoff of Tork’s Green Hygiene Council.<br />
“LEED requires the tracking and<br />
documentation of actual building performance<br />
– not an insignifi cant amount<br />
The building has<br />
70 miles (113 km)<br />
of pipe, and about<br />
9,000 faucets.<br />
The building<br />
was completed in<br />
one year and<br />
45 days.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 23
FEATURE<br />
24 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
TO SCENT<br />
OR NOT<br />
TO SCENT<br />
Do you fi nd perfume soothing and luxurious?<br />
Or do you consider it a chemical additive you’d<br />
just as soon avoid? Chances are, your attitude<br />
is linked to where you live. TEXT: NANCY PICK<br />
CULTURE PLAYS a strong role<br />
in scent preferences. North differs<br />
from South, and East diff ers<br />
from West. “Within Europe,<br />
you fi nd quite broad diff erences<br />
in fragrance preferences,”<br />
says Stephen Weller, director<br />
of communications for the International<br />
Fragrance Association in<br />
Brussels. “People naturally have strong<br />
attachments to certain smells because<br />
they’ve grown up with them,” he says.<br />
“Your nose is connected directly to your<br />
limbic system in the brain, and so you<br />
immediately respond to smells in an<br />
emotional way.”<br />
Generally, people in Mediterranean<br />
countries like fragrances familiar from<br />
their local fl ora, including citrus, lavender,<br />
rose and jasmine. Where the weather<br />
is warm, people spend more time outdoors,<br />
and they tend to wash more frequently.<br />
Because they shower often, they use more body<br />
products – generally light ones like body splashes<br />
and eaux de toilette, rather than longer-lasting perfumes<br />
that would be washed off anyway.<br />
Even laundry products create strong attachments.<br />
“In Marseille, there’s a lavender soap whose<br />
scent simply cannot be changed,” Weller says.<br />
Once when the manufacturer tried tinkering with<br />
the formula, he says, customers got very upset.<br />
The soap was returned to its original state, with its<br />
familiar smell intact.<br />
CERTAINLY, THE FRENCH love perfume. Italy is<br />
another Mediterranean country with a strong<br />
fragrance tradition. In fact, the word perfume<br />
comes from Latin – per fumare, through the smoke,<br />
referring to incense. The ancient Romans slathered<br />
themselves in aromatic oils, and perhaps that tradition<br />
infl uences Italian sensuality even today.<br />
By contrast, Weller says, in northern Europe<br />
“you’ll fi nd a lot more grassy, mossy, woody<br />
smells.” And for products close to the skin, Scandinavians<br />
often prefer them with no scent at all.<br />
“There’s certainly a trend in Sweden and Denmark<br />
against any sort of chemical contact,” Weller says.<br />
“They have a tendency to ban or restrict certain<br />
materials in their cosmetics, and also in food.<br />
You’ll defi nitely fi nd that Scandinavians have<br />
a much stricter attitude toward chemicals<br />
of all kinds.”<br />
PHOTO: GETTY IMAGES, ISTOCKPHOTO
<strong>SCA</strong> adapts<br />
TO CULTURE<br />
In Mexico, <strong>SCA</strong>’s popular Saba Confort pads contain the<br />
scent and extract of chamomile fl owers. In France, <strong>SCA</strong>’s<br />
Libresse Natural pads come with the chamomile extract –<br />
but without any fragrance.<br />
W<br />
OMEN, it turns out,<br />
have distinct preferences<br />
in scents<br />
depending on<br />
their culture. And<br />
those preferences extend right down<br />
to, well, the sanitary pads they place<br />
in their undies. <strong>SCA</strong> targets its products<br />
to suit women’s preferences.<br />
“Scandinavians tend to be very<br />
rational and functional on matters<br />
of feminine hygiene,” says Victor<br />
Niembro, <strong>SCA</strong> portfolio director for<br />
feminine-care products in emerging<br />
markets. “They dislike scented products,<br />
because they’re suspicious that<br />
they might cause skin irritation.”<br />
“By contrast”, he says, “women in<br />
emerging markets are more emotional.”<br />
They appreciate scented pads for<br />
odor control, especially if the fragrance<br />
is linked to a “good-for-you” ingredient<br />
like chamomile, known to be soothing<br />
and benefi cial for the skin.<br />
IN THE MIDDLE EAST, <strong>SCA</strong> recently<br />
launched its line of scented pads with<br />
extracts of chamomile and aloe vera.<br />
<strong>SCA</strong> is now testing scented pads in<br />
Malaysia and Tunisia.<br />
In Mexico, the chamomile fl ower<br />
is a popular home remedy, whether<br />
you have irritated eyes or an upset<br />
stomach. In 2003, when <strong>SCA</strong> intro-<br />
TEXT: NANCY PICK<br />
duced its Saba Confort sanitary pads<br />
scented with manzanilla – chamomile<br />
– sales took off .<br />
“IT WAS A BREAKTHROUGH,” says<br />
Ivette Medrano, group manager in<br />
feminine care at <strong>SCA</strong> in Mexico City.<br />
“The consumer already understood<br />
the qualities of chamomile, and that’s<br />
the main reason why these<br />
products have been so successful.”<br />
<strong>SCA</strong>’s chamomile line<br />
now represents 20 percent<br />
of its sanitary pad sales,<br />
and the company off ers a<br />
full portfolio, from scented<br />
panty liners to nighttime<br />
pads. The top sheet of the pad<br />
contains both fl ower extract and<br />
fragrance.<br />
IN ITALY, <strong>SCA</strong> actively promotes<br />
fragrances. <strong>SCA</strong>’s Tempo brand<br />
was the main sponsor in <strong>2011</strong> of<br />
Bologna’s International Smell<br />
Festival, dedicated to the culture<br />
of smell and the art of perfumery.<br />
Tempo introduced its scented toilet<br />
tissue to the Italian market in 2010,<br />
and some of <strong>SCA</strong>’s Nuvenia sanitary<br />
pads in Italy come delicatamente profumato,<br />
lightly perfumed. Just don’t<br />
tell the Scandinavians...<br />
“In Mexico, the<br />
chamomile fl ower<br />
is a popular home<br />
remedy.”<br />
Chamomile is<br />
often used in teas,<br />
commonly to reduce<br />
stress and help<br />
with sleep.<br />
MARKET<br />
DID YOU KNOW<br />
THAT CHAMOMILE is<br />
the national fl ower<br />
of Russia?<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 25
*<br />
In the last 10 years,<br />
<strong>SCA</strong> has used<br />
12 billion pounds<br />
of recycled paper to<br />
make its Tork ® towels,<br />
tissue, and napkins<br />
in North America.<br />
That’s equal to the weight<br />
of 1.5 million elephants.<br />
Sometimes big steps<br />
are needed to make a<br />
lighter footprint<br />
Is your business or school using sustainable products from <strong>SCA</strong>?<br />
Sign up for a free Tork product trial at talktork.com and lighten<br />
your environmental footprint.<br />
© <strong>2011</strong> <strong>SCA</strong> Tissue North America LLC. All rights reserved.<br />
® Tork is a registered trademark of <strong>SCA</strong> TIssue NA, LLC or its affiliates
TECHNOLOGY<br />
illusion<br />
Grand<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 27
The word<br />
“anamorphosis” is<br />
derived from the Greek<br />
prefi x ana-, meaning<br />
back or again, and the<br />
word morphe,<br />
meaning shape<br />
or form.<br />
28 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
What we see is what we believe. That’s why<br />
a fl at image can look like 3-D and why quite<br />
ordinary boxes can look stunningly exciting<br />
just by tricking the eye. Could optical illusions<br />
be the next trend in bestselling packaging?<br />
TEXT: SUSANNA LINDGREN PHOTO: GETTY IMAGES, <strong>SCA</strong><br />
A<br />
N ANAMORPHIC IMAGE is one that is<br />
optically distorted. Gergely Király,<br />
a Hungarian who is now a junior designer<br />
at <strong>SCA</strong>, impressed the jury at<br />
a packaging design competition with<br />
an anamorphic vacuum cleaner box. The packaging<br />
is made from regular corrugated board, meeting<br />
standard measurements and requirements. It’s the<br />
labels on the outside that create the illusion and<br />
make the box look transparent from the viewer’s<br />
perspective and make the image of the vacuum<br />
cleaner look three-dimensional.<br />
The anamorphic trick is hardly a new invention.<br />
The Old Masters used it to create special eff ects<br />
in their paintings or to make up for architectural<br />
shortcomings by painting vaults where the ceilings<br />
are actually fl at. The technique is the same, regardless<br />
of whether it is used on a mural or a box. The<br />
trick is created by making a pre-distorted image<br />
that, when viewed from a certain angle, will gen-<br />
erate an optical illusion and produce the desired<br />
visual eff ect.<br />
“It’s an illusion that transforms our view of reality<br />
and cheats our senses, making us unsure of our<br />
perception and uncertain whether what we see is<br />
the reality or something else,” says Attila Takács,<br />
head of the <strong>SCA</strong> Design Centre Budapest, working<br />
with customers in Hungary and Slovakia.<br />
“There is defi nitely a trend toward more exciting<br />
packaging, and this off ers a great opportunity to<br />
grab customers’ attention, which is getting harder<br />
and harder to do through conventional packaging<br />
or advertising,” he says.<br />
Takács thinks anamorphic packaging may be a<br />
future trend adapted by marketing specialists, as<br />
the optical illusion makes customers stop and look<br />
again to decode if what they see is the real thing or<br />
just a trick of the eye.<br />
The scientifi c explanation of an anamorphic optical<br />
illusion is an image that can have more than one<br />
So-called “fl oor stickers” are distorted<br />
images that lie fl at on the ground to create<br />
a 3-D impression. This man is making a<br />
fi ctitious hole in the road.
A convex form with special<br />
graphics makes a concave<br />
impression.<br />
meaning by being viewed from diff erent angles. To<br />
create this eff ect on a rectangular box, the original<br />
graphic on the front is replaced by an image that has<br />
been distorted with the help of a computer program.<br />
On the fl at unfolded packaging, both letters and<br />
picture look odd, but when it’s folded and studied on<br />
the shop shelf, the eff ect is a 3-D image.<br />
Over the past 100 years, scientists have unravelled<br />
the coding of the psychological process of perception,<br />
Takács says. The answer seems to be that<br />
our senses create the illusion as long as we have an<br />
objective measure to compare with what we realize<br />
we should see, whether it is reality or an illusion.<br />
The optical illusion is the result of a kind of disharmony<br />
created between the receptors in our brain<br />
and the incoming stimulus. What we see is processed<br />
by the retina and sent on to relevant parts of<br />
the brain, which simplifi es what we see and creates<br />
the illusion of what we think we see, he explains.<br />
“I believe this new type of attraction-seeking<br />
packaging is a good alternative to using the colorful<br />
and glossy packaging that tends to be quite expensive,”<br />
Takács says. “The packaging with a 3-D<br />
image is less expensive to produce as the graphics<br />
are made on printed labels, making it a hybrid between<br />
high-quality off set packaging and conventional<br />
fl exo printed corrugated boxes.”<br />
TECHNOLOGY<br />
<strong>SCA</strong> PLAYS WITH LEGO<br />
The anamorphic vacuum cleaner packaging<br />
has so far only been created as<br />
a sample and a mock-up to a thesis by<br />
Gergely Király to illustrate his ideas.<br />
Last spring the packaging was submitted<br />
to an internal design competition,<br />
where it won second prize.<br />
The anamorphic vacuum cleaner<br />
packaging inspired the <strong>SCA</strong> Design<br />
Center to further investigate the possibilities<br />
of using optical illusions to make<br />
the packaging more attractive. At the<br />
LEGO Opportunity Fair in Denmark this<br />
spring, <strong>SCA</strong> presented a dynamic illusion<br />
on LEGO packaging that attracts<br />
attention with moving graphics.<br />
While the vacuum cleaner packaging<br />
only used fl at surfaces and distorted<br />
graphics to create the 3-D effect, the<br />
LEGO box had a convex front. But the<br />
front was decorated with graphics that<br />
trick the eye into believing it is actually<br />
concave, and the graphic seems to be<br />
moving when you pass by. It’s anotherattraction-seeking<br />
package<br />
that has<br />
received<br />
a lot of<br />
attention<br />
when exhibited.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 29
SHAPE UP<br />
PHOTO: WIKIPEDIA<br />
30 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
FROM THE MOST<br />
EXQUISITE …<br />
LOOKING FOR AN UNFORGETTABLE RESTAURANT? Why<br />
not visit Noma in Copenhagen, considered to be the<br />
best in the world? The ranking is made by the British<br />
<strong>magazine</strong> Restaurant, which produces an annual list of<br />
50 restaurants ranked to be among the best in the world<br />
based on a poll of international chefs, restaurateurs,<br />
gourmands and critics.<br />
THE WORLD'S 50 BEST RESTAURANT (TOP 10)<br />
RANK RESTAURANT COUNTRY<br />
1 Noma Denmark<br />
2 El Celler de Can Roca Spain<br />
3 Mugaritz Spain<br />
4 Osteria Francescana Italy<br />
5 The Fat Duck UK<br />
6 Alinea USA<br />
7 D.O.M. Brazil<br />
8 Arzak Spain<br />
9 Le Chateaubriand France<br />
10 Per Se US<br />
…TO THE MOST<br />
ECCENTRIC<br />
HOW ABOUT A DIFFERENT kind of<br />
unforgettable restaurant? You may<br />
have already tried imitation prisons<br />
and ersatz hospitals but, how about<br />
a restaurant with a toilet theme?<br />
When the American <strong>magazine</strong> Food<br />
& Wine ranked the world’s weirdest<br />
restaurants, the winner was Modern<br />
Toilet in Taiwan. Guests are seated<br />
on standard-sized toilets and food<br />
is served out of miniature ones. The concept has been<br />
highly successful, and more restaurants will open in<br />
China and other parts of Asia.<br />
MORE HUES<br />
TO CHOOSE<br />
The color wheel just<br />
got bigger. The color<br />
system Pantone has<br />
added 175 new colors<br />
to its Pantone Fashion+<br />
Home Color System,<br />
bringing its total to<br />
2,100 shades. All color<br />
families were expanded<br />
and now include a<br />
broader range of neutrals<br />
and mid-tones, an<br />
increased number of vibrant<br />
brights and more<br />
subdued and smokier<br />
variations of popular<br />
colors. www.pantone.<br />
com/newcolors<br />
PHOTO: <strong>SCA</strong>NPIX
PHOTO: ISTOCKPHOTO<br />
1,000,000,000 TREES<br />
BY PLANTING a billion trees, the conservation<br />
organization The Nature Conservancy aims<br />
to save Brazil’s Atlantic Forest. More than<br />
85 percent of the forest has been cleared<br />
over the last few centuries, and what remains<br />
is highly fragmented. The remaining<br />
part is still among the biologically<br />
richest and most diverse forests in the<br />
world and is home to a large number of species<br />
that are found nowhere else on Earth.<br />
By stitching together a mosaic of land through the tree<br />
plantings, The Nature Conservancy plans to restore 30<br />
million acres of the forest. Read more:<br />
www.plantabillion.org<br />
CHINA DRAINS WHISKEY SUPPLY<br />
MALT WHISKIES are booming globally, especially in<br />
rapidly growing economies such as China, India and<br />
Russia. China's growing taste for good Scotch is actually<br />
causing a global shortage of 12-year-old and older<br />
malt whiskies, and distilling companies in Scotland have<br />
been forced to ration supplies, reports Advertising Age.<br />
DID YOU KNOW...<br />
...that US president<br />
Barack Obama proclaimed<br />
September to<br />
be National Prostate<br />
Cancer Awareness<br />
Month.<br />
Wooden bridge<br />
A 240-METER-long<br />
wooden bridge for pedestrians<br />
and cyclists<br />
is being constructed<br />
in southern Sweden.<br />
When fi nished, the<br />
bridge will be one of<br />
the longest made of<br />
wood in the country.<br />
The suspension<br />
bridge will cross one<br />
of Sweden’s major<br />
highways and connect<br />
a residential area with<br />
a shopping center. The<br />
work will be completed<br />
in early 2012.<br />
Wooden tablet<br />
WHAT DO YOU GET if<br />
you combine the latest<br />
technology with luxury<br />
design? Maybe an iPad<br />
made out of African<br />
blackwood completed<br />
with Apple’s “brand<br />
apple” in 18K gold.<br />
The wooden iPad is<br />
designed and manufactured<br />
by Russia's<br />
Gresso and the price<br />
is still undisclosed but<br />
most certainly high.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 31
OUTLOOK<br />
32 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
Jake Symmonds –<br />
an artist with skin<br />
as his canvas.
INK<br />
PASSION<br />
No one quite knows when<br />
tattoos went mainstream, but it’s<br />
been years since they were found<br />
only on sailors and gangsters.<br />
A tattoo studio today is likely<br />
to decorate as many women<br />
as men, and cleaning up<br />
can be a big job.<br />
TEXT: MERVYN CHARLES<br />
PHOTO: SVANTE ÖRNBERG<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 33
OUTLOOK<br />
TATTOO<br />
TISSUE<br />
Tattoo studios<br />
consume tissue<br />
paper. Every tattoo<br />
must be wiped<br />
free of blood and<br />
excess ink as the<br />
work progresses.<br />
Jake Symmonds’s<br />
studio uses Plenty,<br />
a household towel<br />
from <strong>SCA</strong> that in his<br />
opinion is “the only<br />
paper that’s up to<br />
the job.” “It’s the<br />
only stuff that’s absorbent<br />
enough,”<br />
Jake’s colleague<br />
Rob Gibbens says.<br />
34 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
JAKE SYMMONDS is a walking advertisement<br />
for his craft. Intricate patterns and shapes<br />
weave their way down his right arm. A stylized<br />
bull struts on his left. Hints of more artistry<br />
peek from underneath a black T-shirt.<br />
Jake, in tattooist parlance, has got a lot of ink.<br />
He’s also got a lot of customers. Business is<br />
booming at the high street tattoo parlor in the<br />
small southern <strong>English</strong> resort town of Selsey that<br />
he runs with his partner Michelle Salmon.<br />
Kenny is first in this morning. He’s a builder<br />
who works out, a big lad with big muscles – a large<br />
canvas. Today Jake is painstakingly inking in a religious<br />
motif on Kenny’s left bicep, a pair of women’s<br />
hands clasping a rosary. Kenny grimaces occasionally<br />
as Jake’s needle strikes a sensitive spot under<br />
three layers of skin. But he’s used to it by now. Kenny’s<br />
back and chest are adorned with Jake’s work:<br />
a Japanese warrior, a phoenix, pictures of his wife<br />
and children. By the end of the week both arms will<br />
be covered in permanent designs.<br />
Rob Gibbens is watching from the other side of<br />
the room. He rents space at the Selsey Tattoo Studio<br />
and has his own clients. Rob prefers the more solid,<br />
graphic “tribal” style that embellishes his own arms<br />
and legs. But he’ll do anything a client wants, and<br />
his first job today is for Lisa, a 30-year-old on holiday<br />
who wants a design of flowers and butterflies on her<br />
right foot. She confesses to being a little nervous.<br />
“You can scream and you can shout, and you can<br />
take the Lord’s name in vain,” Rob tells her. “Just<br />
don’t kick me in the face.”<br />
It’s not entirely clear when tattoos went mainstream.<br />
It’s been a while since they were the pre-<br />
serve of sailors, gangsters and convicts, and Jake<br />
reckons he works on as many women as men. A new<br />
era has brought new styles, and some of his work is<br />
repair work, covering up the results of adolescent<br />
impulse. The naked woman on Kenny’s right shoulder<br />
blade is still discernible, but only just.<br />
Lucy, who’s 22, wants to lose the rose on her<br />
left thigh. She’s had it since she was 14, and it has<br />
faded. Jake goes to work with swirls and butterflies<br />
in blues and pinks, while Lucy lies back and sends<br />
texts from her mobile. She’s got five tattoos already,<br />
she says, and this will be the last. Well, maybe. She<br />
considers for a moment.<br />
“The first one I got done was probably because<br />
every one was having them done. Now I’m addicted.”<br />
WHAT JAKE AND ROB OFFER is twofold. First, it’s a<br />
unique piece of art, tailored to the individual. Second,<br />
it’s a way of making people feel good. “Once<br />
you’ve had one done, it’s so nice you want more,”<br />
says Lisa as she contemplates the butterflies on her<br />
foot. “They’re addictive.” She’s the second person<br />
to say that today.<br />
But tattooing doesn’t leave much room for regret.<br />
That ink is pretty hard to get off, and laser treatment<br />
is as painful as the original tattoo work by all<br />
accounts. So Jake and Rob are careful with some<br />
requests. Anything goes, but sometimes only after<br />
a period of reflection.<br />
“We’re not keen on doing hands and necks on<br />
youngsters,” says Jake. “So if they come in and<br />
want something quite outlandish we advise them<br />
to pin it on the fridge and look at it every day for six<br />
months. We try and make them think about it.”
Rob Gibbens prefers tribal tattoos.<br />
And tissue that doesn’t fall apart<br />
while working.<br />
OUTLOOK TATTOOR<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 35
We’re sure you’ll know us for our Packaging!<br />
Why not get to know us for our Print?<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
Scan this QR code<br />
with your smartphone
ECONOMY<br />
TREASURED<br />
NEIGHBOR<br />
THE NORWEGIAN oil fund, known offi cially as the<br />
Government Pension Fund – Global, is the largest<br />
sovereign wealth fund in the world, according to<br />
the US research fi rm Monitor Group. The fund is<br />
managed by the country’s central bank, Norges<br />
Bank, and currently has assets of a mind-boggling<br />
3,500 billion Swedish kronor (550 billion US dollars).<br />
The money comes from the net proceeds from<br />
the country’s oil industry as well as from the return<br />
on the fund.<br />
THE NORWEGIAN MINISTRY of Finance has determined<br />
that the oil fund should have 60 percent of<br />
its assets in equities, 35–40 percent in fi xed income<br />
instruments and 5 percent in real estate. The fund<br />
may only invest outside Norway, and half of the<br />
equity portfolio should be invested in Europe,<br />
35 percent in the Americas, Africa and the Middle<br />
East, and the remaining 15 percent in Asia and<br />
Oceania.<br />
At the end of the fi rst quarter of <strong>2011</strong>, the fund<br />
had equities worth roughly 2,100 billion Swedish<br />
kronor and was a shareholder in as many as 8,697<br />
listed companies. Its largest holdings are in Royal<br />
Dutch Shell, HSBC Holdings, Nestlé, Vodafone<br />
Norway’s oil fund has risen up<br />
the ranks to become one of <strong>SCA</strong>’s<br />
major shareholders. The fund,<br />
with assets of about 3,500 billion<br />
Swedish kronor, has over 5 percent<br />
of the capital stock in <strong>SCA</strong>.<br />
TEXT: GÖRAN LIND PHOTO: ISTOCKPHOTO<br />
and Exxon Mobil. The fund has grown sharply<br />
since its launch in 1990. By 2000, the fund’s market<br />
value was some 500 billion Swedish kronor. In<br />
2004, it exceeded 1,000 billion Swedish kronor.<br />
Last year, when the fund had a return of nearly 10<br />
percent, the fund’s assets increased by 800 billion<br />
Swedish kronor to about 3,500 billion Swedish<br />
kronor.<br />
“Even though the goal is not to be biggest, it is<br />
always nice to see the fund grow,” Norwegian Finance<br />
Minister Sigbjörn Johnsen told the Norwegian<br />
business daily Dagens Näringsliv. “A steadily<br />
growing fund means that we have more money for<br />
good causes in the government budget. My goal is<br />
to have the Government Pension Fund be the best<br />
managed fund in the world.”<br />
AND NOW the Norwegian oil fund is a major shareholder<br />
of <strong>SCA</strong>. In June, the fund disclosed holdings<br />
of 5.03 percent of <strong>SCA</strong>’s share capital and 6.61<br />
percent of its votes. That makes the Norwegian<br />
government the third-largest owner in terms of<br />
votes, after the holding company Industrivärden,<br />
which has close to 30 percent of the votes in <strong>SCA</strong>,<br />
and Handelsbanken with 14 percent.<br />
THE<br />
NORWEGIAN<br />
OIL FUND<br />
Manages the Norwegian<br />
government’s<br />
revenues from oil<br />
operations<br />
Was established<br />
in 1990<br />
Has assets of 3,500<br />
billion Swedish<br />
kronor, with roughly<br />
60 percent of this in<br />
equities<br />
Had a return of<br />
9.6 percent in 2010. In<br />
2009, the return was<br />
25.6 percent, while the<br />
value fell by 23 percent<br />
during the 2008<br />
fi nancial crisis year.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 37
12 HOURS<br />
Being head of the <strong>SCA</strong> Personal Care plant<br />
in Quebec, Canada, Michelle Poirier is a<br />
busy woman. This is Michelle describing an<br />
ordinary work day (well, almost ordinary).<br />
38 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
DV Plant Manager<br />
Michelle Poirier<br />
Name: Michelle Poirier.<br />
Work: MICHELLE <strong>SCA</strong> Personal POIRIER Care North America,<br />
Drummondville (Quebec), Canada – Manufacturing<br />
TENA Incontinence Products.<br />
Years in the company: since 1997.<br />
Family: 2 children; Elizabeth, 4, and<br />
Charles-Antoine, 7.<br />
Age: 44.<br />
Hobbies: Activities with the children, such as<br />
swimming and bicycle riding.<br />
This is Michelle in her offi ce,<br />
having her fi rst coffee cup to<br />
kick off the day.<br />
with Michelle Poirier<br />
“June 22nd. This day was not a typical<br />
day, but it was very important because<br />
we had visitors – key decision-makers<br />
from six large regional purchasing<br />
groups. It is always a challenge to present<br />
<br />
children in the car.<br />
to customers and make sure we<br />
deliver the message, so they leave the<br />
room with a good understanding of<br />
who we are and how dedicated we are<br />
to our customers.”<br />
<br />
Wednesday:<br />
Don’t forget<br />
Charles-Antoine’s<br />
swimming gear!
Presentation –<br />
customer visit<br />
Michelle presents the <strong>SCA</strong> Drummondville<br />
factory to health-care customers, giving<br />
them general information about the<br />
factory's history and day-to-day activities.<br />
Attending 3-D movies is one of<br />
Michelle's kids' favorite activities.<br />
They all had a good time seeing<br />
Rio at the movie theater.<br />
3D movie – Elizabeth &<br />
Charles-Antoine<br />
Plant – in-depth look<br />
at TENA<br />
Lunch 2 – customer visit<br />
12 HOURS<br />
Product mat core forming<br />
is always an important<br />
topic for customers.<br />
Michelle talks to them<br />
about pulp fi berization and<br />
mat core integrity in relation<br />
to the forming section.<br />
“ It is as important to me<br />
as for the crew members to<br />
be involved in the tour. We<br />
want the customers to feel<br />
our commitment and have<br />
them confi dent about our<br />
manufacturing process and<br />
products.”<br />
Lunch 1 – customer visit<br />
Michelle welcomes the<br />
group at a cocktail reception.<br />
The event took place at the<br />
Golf & Curling Club in Drummondville,<br />
only 10 minutes<br />
from the <strong>SCA</strong> factory. On June<br />
22nd and 23rd, 45 to 50 guests<br />
were present each day.<br />
“ A day like this can only be a<br />
success if we create a partnership<br />
within the different <strong>SCA</strong><br />
group functions (Manufacturing<br />
– Sales – Marketing) and<br />
the customers.”<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 39
Antarctic tissue<br />
TORK MAY BE ONE of the most remotely located<br />
tissues in the world, as it’s found in the facilities<br />
at Scott Base, Antarctica. Scott Base<br />
mainly provides services and accommodation<br />
for research parties. As a long-term<br />
partner, <strong>SCA</strong> has supplied the base with<br />
Tork hygiene products for a decade. Products<br />
and tissues are carefully selected to<br />
help reduce waste and storage, both critical<br />
factors when managing a site in such an isolated<br />
part of the world.<br />
The Antarctic environment is very fragile, so<br />
no waste stays on the ice – it is all shipped back<br />
to New Zealand for recycling or disposal by the<br />
same boat that drops off the supplies.<br />
40 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
REPLANTING<br />
REFUGEES<br />
FINDING A JOB as a refugee in a new country is not<br />
easy. <strong>SCA</strong> is involved in a project in Arvidsjaur in<br />
northern Sweden that helps Somalian refugees<br />
get jobs.<br />
Together with local government bodies and the<br />
forestry company Allmänningen, <strong>SCA</strong> leads an afforestation<br />
project for refugees from Somalia. The<br />
project involves fi ve days of theory and practical<br />
training in the forestry business.<br />
“We bring plants and land where they can practice,”<br />
says Rikard Rödlund from <strong>SCA</strong>. “There’s<br />
always a need for trained tree planters.” He hopes<br />
<strong>SCA</strong> will have jobs to offer during the autumn.<br />
PHOTO: HAYDEN HARRISON<br />
Sun setting February 22,<br />
2010 at Scott Base.
<strong>SCA</strong> INSIDE<br />
WIND HARVEST<br />
THIS SUMMER, <strong>SCA</strong> initiated<br />
construction of 40 wind<br />
power stations in Sweden in<br />
cooperation with Norwegian<br />
Statkraft.<br />
“The park will provide clean,<br />
renewable energy over a long<br />
period of time and contribute<br />
to a better climate”, says<br />
Jakob Norström, CEO of Statkraft<br />
<strong>SCA</strong> Vind AB.<br />
Mörttjärnberget, where the<br />
power stations will be built, is<br />
the fi rst of seven wind farms<br />
STOCKING UP<br />
in toilet shops<br />
BY PARTNERING with<br />
Dutch 2theloo, <strong>SCA</strong><br />
turns a visit to a public<br />
washroom, or toilet<br />
shop, into a pleasant<br />
experience.<br />
Public toilets can be a<br />
nuisance. A lack of paper<br />
and inadequate hygiene are just<br />
two potential sources of irritation when you’re in<br />
need of a restroom. A new concept from the Netherlands,<br />
called 2theloo, makes a visit to the toilet<br />
a unique and fun experience. A start-up company,<br />
2theloo operates a chain of “toilet shops”<br />
in high-traffi c areas such as big shopping streets,<br />
department stores and train stations, and <strong>SCA</strong> is<br />
onboard.<br />
A contract initiated by some Dutch business<br />
groups is being rolled out internationally, as-<br />
suring that all the big <strong>SCA</strong> brands are present,<br />
with Tork providing the full range of washroom<br />
products.<br />
Visitors can buy Libresse, TENA, Edet or Tempo<br />
products and various other small necessities in<br />
the 2theloo shop. When visitors pay for the use of<br />
the toilet, they receive a voucher that can be used<br />
toward any purchase from the shop.<br />
The fi rst toilet shop opened<br />
in Amsterdam in February.<br />
In Spain and Portugal,<br />
the 2theloo formula<br />
has been sold to<br />
franchisees, and an<br />
accelerated rollout<br />
is expected in shopping<br />
malls with a<br />
total of more than 10<br />
million visitors a year.<br />
that Statkraft and <strong>SCA</strong> want<br />
to build. When the project is<br />
complete, it will be the biggest<br />
wind power project ever built<br />
in Sweden, including 490 turbines<br />
with a wind production<br />
capacity of 2,600 GWh.<br />
Statkraft <strong>SCA</strong> Vind AB,<br />
SSVAB, is 60 percent owned<br />
by Statkraft and 40 by <strong>SCA</strong>.<br />
The total investment is<br />
estimated at 16 billion kronor.<br />
Three of the seven farms have<br />
been approved so far.<br />
DESIGNER<br />
FOR A DAY<br />
THIS SPRING, Libero<br />
consumers got a<br />
chance to become<br />
designers of sun<br />
hats. The Nordic<br />
websites of Libero,<br />
<strong>SCA</strong>’s baby diaper<br />
brand, invited visitors<br />
to use an online<br />
drawing tool to create<br />
a customized<br />
child’s beach hat.<br />
More than 18,000<br />
hats were designed<br />
by consumers in<br />
Sweden, Norway,<br />
Denmark and Finland.<br />
Then a jury<br />
named a winner<br />
from each country.<br />
The winning<br />
sun hats will be<br />
available for sale in<br />
Scandinavia from<br />
mid-June.<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 41
Conversation starter<br />
ALL BLACKS IS<br />
THE NEW BLACK<br />
RUGBY IS THE national sport of<br />
New Zealand. Although New<br />
Zealand is a small country, its All<br />
Blacks have the highest record<br />
of any national team in the world.<br />
<strong>SCA</strong> is proud of New Zealand’s<br />
accomplishment. To express its<br />
Kiwiness, <strong>SCA</strong> is supporting the<br />
All Blacks by going “all black”<br />
in a limited edition of Treasures<br />
diapers. Apart from the black<br />
packages, these consist of the<br />
Kiwi Treasures Fernie character<br />
on the front of the diaper and a<br />
variety of supporter phrases or<br />
jersey numbers on the back.<br />
42 <strong>SCA</strong> SHAPE 3<strong>2011</strong><br />
“I KNOW I’M NOT the only one who has this condition, but I feel like I am.”<br />
These are the words of a participant in a recent focus group among women<br />
with bladder weakness conducted by <strong>SCA</strong> in Atlanta in the US.<br />
To address this problem <strong>SCA</strong> has built the traveling TENA Conversation<br />
Couch. It’s a colorful oversized couch that provides a comfortable<br />
platform for sharing experiences with other women and<br />
experts on incontinence. <strong>SCA</strong> is bringing the TENA Conversation<br />
Couch to events throughout the US and Canada to interact<br />
with women and put a diffi cult topic in the spotlight.<br />
“ One in four women suffers from bladder weakness,<br />
and nearly 40 percent with symptoms have never<br />
discussed their condition with anyone, including<br />
their doctor.” Source: Journal of the American Medical Association<br />
Interested in the All Blacks rugby team?<br />
See www.allblacks.com
IN THE WAKE of a series of destructive tornadoes<br />
that have struck the southeastern United States,<br />
<strong>SCA</strong> has donated products to the hardest-hit<br />
areas.<br />
Initially <strong>SCA</strong> donated money to the American<br />
Red Cross to support relief efforts. Based on<br />
requests from the Red Cross, <strong>SCA</strong> also donated<br />
products such as paper towels, napkins and<br />
TENA products.<br />
Besides the corporate effort, <strong>SCA</strong> gave employees<br />
a way to donate to recovery contribution, and<br />
<strong>SCA</strong> pledged to match all employee donations.<br />
Feeding America, a US organization that strives<br />
to feed America’s hungry, also received hand<br />
soaps and anti-bacterial hand sanitizers from <strong>SCA</strong>.<br />
RELIEF FOR<br />
TORNADO VICTIMS<br />
RACE AGAINST CANCER<br />
SABA, <strong>SCA</strong>’S BRAND for feminine care<br />
products in Mexico, invited all Facebook<br />
fan-page members to join the<br />
footrace “Huellas” (footprints) along the<br />
Gandhi Circuit, a recognized avenue in<br />
Mexico City, on May 22 nd .<br />
The race was organized by the<br />
Cim*ab foundation to support breast<br />
cancer detection. More than 5,000<br />
runners participated.<br />
<strong>SCA</strong> supported the runners during<br />
the event, giving away T-shirts and<br />
pink wristbands, as well as a product<br />
kit to the 15 winners of this year’s race.<br />
<strong>SCA</strong> INSIDE<br />
PHOTO: GETTY IMAGES<br />
<strong>SCA</strong> SHAPE 3<strong>2011</strong> 43
Tunnare för ökad rörelsefrihet.