SCA magazine SHAPE 3 / 2011 focuses on sustainable energy - English

8/3/2019 SCA magazine SHAPE 3 / 2011 focuses on sustainable energy - English

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SHAPESHAPE

RENEWABLES BYDESIGN

PACKAGINGTHAT REALLY

POPS

SCA digs sustainable power

THE SECRET BEHIND SCENT SELECTION

WIPING UP AFTERTATTOOS

N 3.2011 A MAGAZINE FROM SC A ON TRENDS, MARKETS AND BUSINESS


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2 SCA SHAPE 3 2011

THE CO-WORKER

Shape is a magazine from SCA,primarily geared toward customers,

shareholders and analysts, but alsofor journalists, opinion leaders andothers interested in SCA's business

and development. Shape ispublished four times a year. The

next issue is due in December 2011.

PublisherCamilla Weiner

Managing EditorMarita Sander

Editorial Anna Gullers, Gran Lind,

AppelbergDesign

Cecilia Farkas, Appelberg

PrinterSrmlands Graska AB.Katrineholm Address

SCA, Corporate Communications,Box 200, 101 23 Stockholm,

Sweden.Telephone +46 8 7885100

Fax +46 8 6788130

SCA Shape is published in Swedish, English,Spanish, German, French, Dutch and Italian.The contents are printed on GraphoCote 90

gram from SCA. Reproduct ion only by permis-sion of SCA Corporate Communications. Theopinions expressed herein are those of the

authors or persons interviewed and do notnecessarily reect the views of the editors or

SCA. You can subscribe to SCA Shape or readit as a pdf at www.sca.com.

NANCY PICK

CO2

OR DINOSAURS SHES INTO FOOTPRINTSOn behal o Shape, writer Nancy Pick haslooked into the uture o renewable energy

sources and studied why the French like per-umed tissue but Swedes dont.Nancy Pick lives with her amily in a

200-year-old armhouse in rural westernMassachusetts. A French major in college,she has also lived in Paris, London and Berlin.

Trained as a newspaper reporter, she haswritten or a wide variety o publications,mostly about science and nature. She is the au-thor o two books, The Rarest of the Rare , aboutthe natural history collections at Harvard Uni-versity, and Curious Footprints, about AmherstColleges collection o dinosaur tracks.

Currently, she is working with three pro es-sors on a book about phyllotaxis, the elegantand ascinating patterns ound in plants.In her ree time, she paddles the local rivers,

studies Ancient Hebrew and cooks Swedishnettle soup.

Youtube.com/SCAeveryday showscommercials and videos from SCAspress conferences, presentationsand interviews with executives andemployees.

Facebook.com/SCA is intended forattracting talent, engaging users andproviding information in a way thatcomplements sca.com.

Twitter.com/SCAeverydayprovides a good summary of eve-rything happening at sca.com andin SCAs social media. The aim is toprovide various users, journalists andbloggers with relevant information.

Slideshare.com/SCAeveryday is for investors and analysts, whocan download presentations fromquarterly reports and annual generalmeetings.

Scribd.com/SCAeverydaymakes some 50 publications available,including SCAs sustainability report,its Hygiene Matters report andShape magazine.

Flickr.com/HygieneMatterssupports the launch of the globalreport Hygiene Matters with images.

SHAPE

Cover photo: IstockphotoTattoo: Lindalovisa Fernqvist

SCAS SOCIAL MEDIA SITES

SHAPESHAPE

RENEWABLES BY

DESIGN

PACKAGINGTHAT REALLY

POPS

SCAdigs sustainablepower

THESECRET BEHINDSCENT SELECTION

WIPINGUP AFTERTATTOOS

N3.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS


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SCA SHAPE 3 2011 3

DO YOU KNOW......how long it took to build the Empire State building? See page 22.

6. CONSIDER THE ALTERNATIVES A variety o sustainable energy sources are in development.

.TWIG TREASURESCA turns oresting scraps into renewable energy.

6. BATTLING CATASTROPHIESThere are no borders or Dr. Heike Haunstetter.

2 . BEAM ME UPFrench constructors are using more wood in houses.

22. GREEN GIANTThe Empire State Building is making a smaller carbon ootprint.

24. SMELLS LIKE HOMEWhere you live may afect what ragrances you like.

27. DESIGNS THAT GO DEEPTricking the eye is a good way to make packaging stand out.

32. SKIN SKETCHERSShape paid a visit to Jake Symmonds tattoo parlor.

2 .

.

Rob Gibbens at the SelseyTattoo Studio knows theimportance of high quality

tissue.

CONTENTS

NORWAYS OIL FUNDstocks up p. 3712 HOURSwith Michelle Poirier p. 38NEWS FROM SCA p. 40 43

ALSO....

SCA Energy looks acutting-edge ways to

convert forest compo-nents into energy-rich

products.

Two recent acquisitions havegiven SCA a strong hygieneportfolio in Turkey.

4.


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4 SCA SHAPE 3 2011

U PDATED

TurkeyKOMILI A TURKISH DELIGHT...KOMILI, THE FOURTH LARGEST PRODUCERof baby dia-pers and feminine care products in Turkey, is incorpo-rated with the SCA group. The purchase considera-tion amounts to SEK 308m on a debt-free basis.

SCA has acquired 50 percent of the Turkish hygieneproducts company Komili from Yldz Holding, thelargest food group in Turkey.

Komili also has operations in associated productareas such as wet wipes, soaps and shampoos.Komili will operate as a joint venture between SCAand Yldz Holding.

The acquisition will enable us to establish power-ful hygiene products operations in Turkey in the eldsof baby diapers and feminine care products. Turkey isa key growth market with 70 million inhabitants and afast-growing population, says Jan Johansson, presi-dent and CEO of SCA.

TunisiaTEMPO GOES TO TUNISIASCAS TISSUE BRANDTempo just expandedinto Tunisia with the rst premium-qualityhanky in the country.

Hankies are popular in the Maghreb coun-tries and are used in multiple ways: blowingyour nose, wiping sweat or as a substitutefor tissue napkins. After a successful launchin Morocco, SCA has now launched Tempotissues in Tunisia through the joint venturecompany Sancella.

Tempo hankies were launched in mid-February, and despite the unstable politicalsituation in the country and the Januaryriots impacting both sales in modern tradeand the in-store animation program, thelaunch has been successful.

Turkey... AND SAN SAGLIK COMPLETEPORTFOLIOSCA HASacquired 95percent of the Turkishcompany San Saglik,producer of incontinencare products, from thMT Group. The purchconsideration corre-sponds to SEK 95m ondebt-free basis.

SCA will now havecomplete personal carproduct portfolio in Tukey, says Jan Johans-son, CEO of SCA.

16BILLION SEK Statkraf t SCA Vind ABs estimated totalinvestment in the new wind farm(read more on page 41)

SCA will nowhave a com-plete personalcare productportfolio inTurkey,Jan Johansson,CEO of SCA.

SCA's prot before tax, excluding restructuring costs,quarterly results(SEKm)

1,000

1,500

2,000

2,500

2009 2010 2011

SCA: PROFIT BEFORE TAX

Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2


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U PDATED6 MAY 2011: GREEN

ROUNDTABLESCA participates in aclimate change confer-ence in Paris, France.Kersti Strandqvist, SVPCorporate Sustainabil-ity, take part in a round-table discussion on thetheme From biomass togreen chemicals.

12 MAY 2011: WIND FARMPARTNERSHIPThe Norwegian compa-ny Fred.Olsen Renewa-bles and SCA form a jointly owned companyto focus on constructinga wind farm on SCAsland.

1 SEPTEMBER 2011: ACQUISITION

IN BRAZILSCA acquires the Brazil-ian hygiene productscompany Pro Descart,the countrys secondlargest player in incon-tinence care. Consid-eration for the dealamounts to SEK 450mon a debt-free basis.

1 SEPTEMBER 2011: IMPROVEDNEWSPRINT A newsprint papermachine in Ortviken,Sundsvall, will be rebuiltto allow production ofimproved newsprint, aninvestment totallingSEK 350m.

Operating prot, excluding restructuring costs, decreased by 5%(increased by 1% excluding exchange rate effects) to SEK 4,262m,January-June.

Net sales decreased by 2% (increased by 5% excluding exchangerate effects and divestments) to SEK 52,064m.

Earnings per share rose 8% (13% excluding exchange rate effects)to SEK 3.85.

Cash ow from current operations was SEK 1,840m (2,816).Compared with the rst half of 2010, raw material costs have risenby more than SEK 2bn. SCA has succeeded in compensatingfor this through price increases and cost cutting.

INCREASED EARNINGS PER SHARE

On thebusiness side, nearly

80 percent of professionalshave made at least some

changes to be greener overthe past year

Source: The SCA 2011Tork Report.

GLORY IS ONEof San Sagliks twobrands for incontinence careproducts. The company has rap-idly captured market share sincethe company was founded in2008 and is now the second larg-est player in incontinence careproducts in Turkey.

San Saglik generates annualrevenues of approximately SEK100m. SCA has a purchase op-tion on the remaining 5 percent ofthe company.


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6 SCA SHAPE 3 2011

FOCUS: RENEWABLE ENERGY

SEARC Algae that produce fuel oil? Turbines that

harness tides? Solar panels in space? In the raceagainst climate change, scientists are pursuinga dizzying array of visionary ideas for renewableenergy. Perhaps one of their initiatives will lead

to the breakthrough we need. TEXT: NANCY PICK PHOTO: GETTY IMAGES AND ISTOCKPHOTO

f or f ut ur e ener g y


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SCA SHAPE 3 2011 7

HING


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E UROPE IS PARTICULARLYambi-tious in its push to replace coal another ossil uels, with its 20-20-strategy. By 2020, the EuropeanUnion aims to reduce greenhouse

gas emissions by 20 percent, produce 20 perco its energy with renewables, and improve e

ergy e ciency by 20 percent. Around the wortalented scientists and engineers are lookingor revolutionary ways to harness the sun, wi

water and plants.Michael Kelzenberg, a postdoctoral researc

er in electrical engineering at the Cali orniaInstitute o Technology, believes strongly insolar power, but he thinks that many alternativenergy sources will have a role in the uture.

Everybody who works in renewable energagrees that there s going to be diversity in energy, he says. There s no one type o energthat s per ect. With conventional energy c

oil, nuclear we developed what made sensethe time.Personally, I m putting my time intosolar, Kelzenberg says. Solar is a par-

ticularly compelling solution. We coulsupply the entire human race withelectricity, simply by harvesting asmall part o the sunlight that hitsthe Earth.

Wind and hydro can work onlyin suitable locations, he says, anddams or turbines have already bee

Solar power

Hydro power

Green power



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produce 254 megawatts, enough to power some200,000 homes, making it the largest tidal en-ergy installation on Earth.

OTHER RESEARCHERSpromote the concept o launching solar panels into space, where theywould beam down energy to Earth. While

NASA has entertained such schemes or years,Kelzenberg says the idea is now less ar- etchedThe e ciency o solar cells has improved, theirweight has dropped, and the cost o launchingmaterials into space has allen. Solar cells inspace receive sunlight 24 hours a day, and theyreceive more o it than on Earth, he says. Ihope we see this happen in our li etime.

Will someone make a revolutionary solar-celldiscovery that solves the planet s energy woes?Un ortunately, I don t think we ll see even 50percent e cient solar panels any time soon,Kelzenberg says. We re ghting against well-

known laws o thermodynamics that make itvery di cult to harvest electrical energy romthe sun.

But where we might see breakthroughs isin the cost o solar panels, he says. Silicon,while one o the most abundant materials in theEarth s crust, is still very expensive to produce,even on an industrial scale. I think somebodycould have a breakthrough in making a cost-efective solar cell.

With a little luck, Kelzenberg could be part o the team that does it.

installed in many o the best spots. For solar, bycontrast, there remain vast expanses o idealland around the world.

China agrees with him. In 2009, China snance ministry began pumping some 3 bil-

lion US dollars into its Golden Sun initiative,quickly making the country the world s largest

manu acturer o solar panels.Be ore solar energy can truly be practical,however, scientists must solve a two old prob-lem: increasing e ciency while lowering costs.Currently, solar cells with e ciencies above 30percent remain extremely expensive and areused mainly in aerospace. Mass-produced solarcells are typically only 10 to 15 percent e cient.

Kelzenberg s graduate research involved apromising development: low-cost solar cellsmade rom silicon microwires. The hair s-breadth microwires can be grown morecheaply.

WHAT ABOUT ALGAE?While some researchersare making uel rom ast-growing algae ex-posed to the sun in ponds or tubes, the Solazymecompany in San Francisco takes a diferent ap-proach. It uses genetically modi ed algae that,when ed sugar, produce oil. In 2010 the com-pany delivered 80,000 liters o algae-derivedmarine and jet uel to the US Navy.

Tidal power also has its advocates. In SouthKorea, the Sihwa Lake Tidal Power Station isscheduled or completion in 2011. The plant will

Wind power

SCA SHAPE 3 2011 9

Theres noone typeof energythat isperfect.


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10 SCA SHAPE 3 2011

FEATURE

FU



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SCA SHAPE 3 2011 11

FEATURE

T TEXT: NANCY PICK PHOTO: GETTY IMAGES

Throughout the 20th century, the world took inexpensive andabundant oil for granted. But those days are over. Thats why SCAseeks alternative, renewable energy sources to satisfy its energy needs.

EL FROM the forestHERES A BIG CHANGE COMING, says ke West-berg, head o SCA Energy in Sundsvall, Sweden:Energy has always been cheap, and oil has beenquite cheap. There ore we have been rather crudein our orest handling, not using all the biomassthat s there. But i we want to cut our carbon dioxide emissions, we have to use all the biomass in th

orestland. I see great potential or SCA, given olarge orest ownership.

Leading the way on renewable uels is the newbusiness unit that Westberg heads, SCA Energy,

ormed on January 1, 2011. It consolidates variourenewable energy businesses and research projectsthat used to be scattered throughout the company.As part o the Forest Products business group,SCA Energy is located in Sundsvall close to thecompany s 2.6-million-hectare orest, the largesprivately owned orest in Europe.

Historically, Westberg says, SCA s orest wsimply logged to provide wood or its ber industThe uel component was the little brother, he sayIt wasn t much talked about, and it was not developed in the right way.


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12 SCA SHAPE 3 2011

Now, SCA Energy is engaged ina wide range o renewable uel pro- jects. Some involve tapping energy

rom the orest itsel , by using le tovertreetops, branches, stumps and peat.Others involve alternative energy pro- jects such as wind power or pellets made

rom sawdust. In addition, SCA Energy islooking at cutting-edge ways to convert orestcomponents into energy-rich products like bio-oil, bio-coal and other types o uel.

From the orest itsel , grot the Swedish termor branches and treetops le t over rom timber

harvesting is a promising source o energy.We collect it, take it to the road, and cure it byletting it dry in the wind and sun, Westbergsays. Then we chip it and supply it to heat andpower plants, and also to our own actories, orheat production.

STUMPS REPRESENTanother valuable resource,never used be ore. Harvesting them is a rathersmall activity today, but we see the potential,he says. There s a lot o biomass in stumps,and it s very good uel. A ter a tree is cutdown, a machine pulls the stump out o

the ground, along with some o the roots.You split that and shake it hard to get rido stones and sand, then you dry it in the

orest or about a year. A ter that, you chipit and take it to the customer.

Where conditions are too boggy ortrees, peat may thrive. An early stage o coal, peat contains plenty o energy.We have a lot o peat moss in Sweden,and it s growing all the time, West-berg says. SCA harvests peat in threeareas and is adding a ourth area

this year. We say it s slowly renewable, because it takes some timto replace itsel . Harvesting invou ng the peat a ew centimeters

deep, by machine, and letting that drythe sun. Then that layer gets collected

stored in a dry place, while the next layeo peat gets ufed. We do that all summ

Then when the winter comes, we supply ocustomers, who burn it. Production could

increased substantially.

PELLETS MADE FROMsawmill dust represent

another type o orest product. SCA purchaa pellet industry several years ago, as part osawmill sector. Now, the business is being deoped in a more serious manner.

Production o all these biomass products wilikely need to ramp up in the next decade, asEurope gets serious about reducing its carbon print. I the politicians stick to their goals, theo the coal in Europe will have to be replaced, berg says. We in Scandinavia will need to suppsome o the biomass, and it will be a huge mark

One critical question or the uture is this: Hcan biomass be transported all the way rom north-

ern Sweden to the rest o Europe in an e cienway? Ultimately, Sweden will need to produceproducts that are energy-rich. The technologies

or creating these products are new or still beideveloped. Will orest resources like tree stumbe heated under pressure and made into bio-oil? Or

bio-coal? Or a diferent orm o bio uel?We don t actually know yet, Westberg

says. We are looking into this. As newprocesses come online, we are ollowi

them very closely. And so are Europpoliticians.


SCA O W N S 2. 6 M I L L IO N

H EC TA R E S O F

FO R E S T LA N D

The fuel componentwas the little brother.It wasn't much talked

about.

S C AS AN N U AL S ALE S O F R E N E W ABLE

E N E R G Y AR E ALR E ADY ABO U T

S E K 8 0 0 M

ke Westberg


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SCA SHAPE 3 2011 13

thinking renewableGERMANYSCAs paper mill in Witzenhausen, Ger-many, gets all of its energy from a resource wellnever run out of: processed household waste.

The Refuse-Derived Fuel (RDF) power plantopened in March of 2009. We were among therst to use this energy source for a paper mill,says Niels Flierman, general manager at the Wit-zenhausen plant. Its relatively new technology.The household waste is screened and sorted intodifferent fractions of caloric value, one of them be-ing RDF. Fluidized bed combustion is used to in-cinerate the RDF for steam production. This high-pressure steam passes a steam turbine which

produces low-pressure steam for drying paper aswell as electrical power for the plant. Although operation of the new

RDF power plant is more complexthan the mills old gas-red plant,SCA has reaped both economic andenvironmental benets from theconversion. The plant has cutcosts and greatly reduced itsdependence on fossil fuel.

The plant has won lo-cal support, in part byusing sophisticated

ue gas cleaners tokeep emissions low.Neighbors who wereconcerned about airpollution have beenwon over. We operateunder extremely strictlimits for emissions,and we stay well beloweven those.

POLANDCoalremains the mainsource of electricity inPoland. But at its diaper plant inOawa, SCA has found a greener path.

Effective January 1, 2011, our power plant usesexclusively renewable energy, says AleksandraKarpinska-Goralik, communications coordinatorfor SCA in Poland. We are the rst SCA personalcare products factory to get 100 percent of itselectricity from wind power.

The electricity is generated by Suwaki WindPark in rural northeast Poland. Although thisis far from SCAs factory in the southwest, theGerman power company RWE (Rheinisch-

Westflisches Elektrizittswerk) certies thatall of the plants electricity comes from the

wind farm.I think this is a big advantage for us, says

Karpinska-Goralik. We dont just talk about sus-tainability we have the facts to support it.

SCA is

GERMANY

POLAND

ENERGY FROM HOUSEHOLD WASTE

COAL-FREE POWER

Oawa

Witzenhausen

across the globe...


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14 SCA SHAPE 3 2011


NEW ZEALANDSince the summer of 2010, SCAs paper fac-tory in Kawerau, New Zealand, has used an unusual sourcto dry its tissue: Mother Nature. The plant happens to sit orare natural heat eld that produces geothermal steam.

Weve eliminated 75 percent of ournatural gas needs for tissue paper dry-ing, says Murray Lucas, manager of opera-tions at the Kawerau plant. Two gas-redboilers have been closed down and moth-balled.

Changing over to geothermal steam was rela-tively simple, mainly a matter of joining up theplants pipelines to the ones delivering naturalsteam. The system is working extremelywell, Lucas says. We have cut our CO2 emis-sions by 39 percent. In the communityand at the plant, theres a high level ofawareness that were using geother-mal and a sense of pride.

As its next green initiative, theKawerau plant hopes to switch

its electrical supply togeothermal aswell.

GEOTHERMAL ENERGY

AUSTRIA

Ortmann

AUSTRIASouthwest of Vienna, SCAs tissue mill inOrtmann is launching an innovative project, creatingrenewable energy from its own wastewater.

Our aim is to produce biogas from anaerobicbacteria and use it in our power plant, says HerbertBuchinger, manager for quality, health, safety andenvironment at the mill.

How will this work? The system relies onhungry anaerobic bacteria, which pre-treatthe water by digesting some of its organicmatter. As they digest, the bacteria giveoff methane, an energy-rich gas. Afterltering, the gas will be used inthe mills power plant to generateelectricity and steam. We expectto produce 100 cubic meters ofbiogas per hour, Buchingersays. The biogas treatmentplant, built by Veolia WaterSystems and Technologies,is scheduled to open in thefall of 2011.

Also by years end, the Austrian plant plans to startup another green project,using the plants waste heat.We will supply hot water toheat the houses of peopleliving near the mill, in thevillage around Ortmann,Buchinger says. And lastbut not least, he says,we buy 100 percentof our electricity fromrenewable, nuclear-freeresources on the energymarket.

POWER FROM BIOGAS

SWEDENAs SCA seeks to optimize energy production froits 2.6 million hectares of forest in northern Sweden, thecompany is looking beyond the trees.

About ve years ago, we realized it was very windy inquite a few places in our forestland, says ke Westberg,who heads the SCA Energy business unit in Sundsvall,Sweden. We think these sites are highly suitable for winpower. With this in mind, SCA has formed a new corportion with the Norwegian-based company Fred.Olsen Re-newables. The joint company, called FORSCA, is 40 percowned by SCA.

Together, our aim is to build 300 to 350 wind turbines,Westberg says. The new wind farm will be located in thehighlands near the village of Nsker, in northen SwedenDuring the summer of 2011, FORSCA is taking wind meurements to determine the scope of the project.

Potentially, the wind farm could produce as much as2 TWh per year. SCA is also developing wind farms in noern Sweden through Statkraft SCA Vind, a company joinowned with Statkraft of Norway with a capacity to produ2.6 TWh per year, altogether amounting to 4.6 TWh per y

As its national goal, by 2015 Sweden aims to generate10 TWh of wind power energy per year. By the end of 201Sweden had capacity to produce 3.6 TWh per year.

SWEDEN

Sundsvall

Nsker

NEW ZEALAND

Kaw

WIND FROM THE FORESTS


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i t s yo u r p er io d

New Libresse tampons.To open, simply twist.

We know the feelingcomfort and protect ion


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16 SCA SHAPE 3 2011

WORK IN THETIME OF CHOLERA

10 QUESTIONS

Heike Haunstetter,a doctoron assignment for Doctors Without Borders, hasbattled epidemics and saved lives in Haiti and Malawi.But returning home to the comparative safety of herhomeland is sometimes tougher, she says.

BORN IN TUTTLINGEN, GERMANY, Heike Haunstettercame to Sweden as an exchange student and met her

uture husband, Marcus. Today, she lives in Swedenand has worked as a doctor at the Centralsjukhusethospital in Kristianstad since 2005, specializing ininternal medicine and in ectious diseases.

Eager to put her skills to work in an internationalcontext, she joined Mdecins Sans Frontires (MSF,or Doctors Without Borders) in 2010. She has beenabroad on two assignments, working in a cholera

camp in Haiti or two months and ghting a measlesepidemic in Malawi or our months.Did you always know that you wanted to becomea doctor? No, it was nothing I dreamed o when I wasyoung, but it s a antastic job in which you meet manypeople and eel use ul. Also, I knew early on that Iwanted to work abroad.Why did you decide to get involved with MSF?

I wanted to make a contribution by applyingmy competence, my experience, my enthusiasmand capacity or work in order to make the world alittle better.

TEXT: JONAS REHNBERG PHOTOS: JONNY LINDH, HEIKE HAUNSTETTER


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SCA SHAPE 3 2011 17

SANITATION A KEYSanitation is the most importantmedical advance since 1840,according to a reader survey inthe British Medical Journal . Im-proved sanitation reduces chol-era, worms, diarrhea, pneumoniaand malnutrition, among othermaladies that cause disease

and death in millions of people.Today 2.6 billion people, includ-ing almost 1 billion children, livewithout even basic sanitation.Every 20 seconds, a child dies asa result of poor sanitation. Ac-cess to a toilet alone can reducechild diarrheal deaths by over 30percent, and hand washing bymore than 40 percent.

Two of the UNs Millennium De-velopment Goals are by the year2015 to eradicate extreme pov-erty and reduce child mortalityrates. Source: UN

SCA IN SANITATIONPROJECTSSCA has entered several projectsto improve the hygiene situationin Sudan and Niger, two of thepoorest countries in the world.In South Sudan, SCA is support-ing the installation of latrinesand handwashing facilities inschools, and is granting scholar-ships and sanitary products to

young girls, enabling them toattend school. In Niger, SCA sup-ports young women sufferingfrom incontinence due to givingbirth at a very young age. Thework is carried out via a partner-ship with the NGO Oxfam Novib.

Following the earthquakedisaster in Haiti in January 2010,several initiatives were takenby SCA to provide relief to thoseaffected.

WHEN HYGIENE

MATTERSIn a series of reports calledHygiene Matters, SCA aims to

raise awareness of the con-nection between hygiene,health and well-being.The reports are based onsurveys conducted innine countries aroundthe world. Download thereport here: www.sca.com/en/Press/Publica-tions/Hygiene-Matters


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18 SCA SHAPE 3 2011

10 QUESTIONS

What caused the cholera epidemic that struckHaiti in the wake o the 2010 earthquake and

still persists? The lack o sanitary in rastructure. Evenbe ore the earthquake, Haiti didn t possess awidespread, well- unctioning sewage system.The situation became worse when wells and otherwater supplies were contaminated by wastewater,which acilitates the spread o cholera and otherwaterborne in ections like typhoid and parasites.In the absence o latrines, people relieve them-selves in what are called ying toilets (plasticbags). When deposited into a land ll, these bagsmay leak and case urther contaminationand pollution.

How is cholera treated? Cholera is easily treatable. The prompt admin-istration o oral rehydration salts to replace lost

uids nearly always results in a cure. In especiallysevere cases, intravenous administration o uidsmay be required to save the patient s li e. Le t un-treated, however, cholera can kill quickly ollowingthe onset o symptoms. Only 1 percent o treatedcases die, whereas the atality rate or untreatedcases is 50 percent.What can be done ollowing a disaster to de-crease the risk of cholera and other waterborne

in ections?

Water sa ety is the prime concern. To distributedrinkable water to the population, chlorinate exist-ing water and construct temporary latrines. It maysound simple enough, but it actually poses a hugelogistical challenge, particularly in the wake o anearthquake or a tsunami.What did you do at the cholera camp?

I helped cure in ected people and providedtraining to local medical staf. Education is asimportant as clinical work, in order to build a sus-

tainable health-care structure that continues tounction once MSF has le t.

Has your work in the Third World given younew perspectives on health care in the West-ern world?

Absolutely. Returning home isn t always eawhen you have been reminded that there are mdiferent worlds within this world, where peopl

ace a radically diferent set o problems. Still,not air to compare, and I can t very well demthat the people at home ully share my perspec How does it eel to return home a ter havingspent several months in a disaster area?

I eel grate ul over the abundance o resourthat we have to help people here. In general, I c

plain less about a lack o resources and I donally see that we have a health-care crisis at hOn the other hand, I marvel at how much I ca

accomplish in the eld with relatively small resources, where I can really make a diference anhelp so many people. In the cholera camp, it ostruck me how many lives I helped save in a veshort time by using simple means.Do you ever eel helpless when aced with dis-aster and epidemic?

Yes, when I encounter cases that I know coulhave easily been cured or helped back home in Swe-den. In such situations, the injustices and inequ

ity o this world become pain ully apparent.How do you combat atigue and resignationwhen working in the feld?

In MSF, we have tremendous support rom tother team members not just ellow physicibut sanitation experts, administrators and othepro essionals. We all share the same living quaters, have the same goal and ocus on the samethings. And we have all le t our amilies and home countries behind us.

I marvelat howmuch I canaccomplishin the eldwith rela-

tively smallresources. Heike Haunstetter

Heike Haunstetter


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SCA SHAPE 3 2011 19

Doctors Without Borders is an international medical hu-manitarian organization created by doctors and journal-ists in France in 1971. Today, Doctors Without Bordersprovides aid in nearly 60 countries to people whose sur-vival is threatened by violence, neglect or catastrophe,

primarily due to armed conict, epidemics, malnutri-tion, exclusion from health care or natural disasters. In1999, the organization received the Nobel Peace Prize.

DOCTORS WITHOUT BORDERSHeike Haunstetter

Age: 33Family:Married to Marcus

Lives: Kristianstad, SwedenHobbies: Photography, languages,

literature and bicycling.Two African books:

An elegy for Easterly

by Petina Gappah andHalf of a yellow sun

by Chimamanda Ngozi Adichie.

Heike Haunstetter has worked inboth Malawi and Haiti and isa keen photographer. In general,susceptibility to infectiousdisease is related to povertyand malnutrition.


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TEXT: CARI SIMMONS PHOTO: GETTY IMAGES

FRANCE2 cubic decimeters to 20 cubic decimeters. Tha

gure will now increase to 35 cubic decimeterand even urther increases have been announcto come.

Most people have realized that building withwood is a li estyle choice and contributes to theervation o the environment, says Laurent HreFrance's National Committee or the Developmo Wood.

It takes less energy to build a wooden structuthan an equivalent one made o concrete or steWood is also a very efective insulation materialess energy is consumed or heating comparedconcrete or steel.

WOOD HOUSESare expected to grow by 30 percea year or the next ve years. In 2000, just 3 po houses were made o wood, but today that is around 58 percent.

Yet France still has a long way to go to matchamount o wood used in other countries. In theUS and Canada, about 90 percent o single- a

homes contain wood raming. In the Nordic cotries that gure is about 60 percent.But as the bene ts o building and living wit

wood become more apparent, the demand or wis expected to increase even more in France, not

or homes but or other types o buildings as wI think wood in general will be more presen

buildings in the years to come exteriors, ooings, urniture etc., says Laurent Hren. Thera demand or wood rom both public and privcustomers. In addition new products are constantlybeing launched that increase the possibilities.

Most French houses have traditionally been built with stone, brick orconcrete. But a recent shift in policy, along with a campaign highlightingthe benets of wood, are encouraging the French to change their buildinghabits and increase their consumption of wood substantially.

The demandfor wood isexpected

to increase even morein France.

warms to wood

MARKET

FOLLOWING THEGrenelle Environment RoundTable held by the Ministry o Ecology and Sus-tainable Planning and Development, an act wascreated to establish new environmental guidelines

or the building sector. The act provides nancialincentives that encourage energy-ef cient changesto both existing and new buildings.

Shi ting to more environmentally sound andreusable wood is one measure designed to save

energy and reduce CO2 .As o December 1, 2011, the constructors areto incorporate even more wood when buildinghomes. An initial change in accordance with the

Environment Round Table was to increase theamount o wood per square meter o

oor space in French resi-dences by ten old,

rom about


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SCA SHAPE 3 2011 21

FEATUREThe supply chain

SCA SHAPE 3 2011 21

LIVING LIFEWITH WOODFRANCE IMPORTS 3.3 million cubic meters ofsawn softwood annually, according to theSwedish Forest Industries Federation. SCA,which exports sawn timber to France, is cur-rently promoting the use of wood togetherwith the Finnish and Swedish forest organi-zations and the French wood organizationsCodifab and the National Committee for theDevelopment of Wood. We are promoting

building with wood and living with wood,says Jacques Morand, managing directorof SCA Timber in France. In this sense weare not just encouraging wood for buildinghouses and buildings, but also encouragingusing more wood for swimming pools, decks,furniture, insulation, cladding and so on.

Although the French drive to use morewood has affected volumes only marginallyso far, Morand expects to see more changesin the future, with wood used more not onlyin construction but as an element in indus-trial components. We see that this trend will

grow especially among young people todaywho are thinking more about environmentalimpact, he says.

We see that this trend willgrow especially among

young people today who arethinking more about

environmental impact.

SCA sells 150,000 m 3 solid wood products a year, mainlywhite wood (90 percent).80 percent goes to industrial customers, for exampledoors, window shutters, laminated constructions andplaning mills.20 percent is sold to building merchants.

SCA IN FRANCE

Wood, not only in houses.


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M A R K E T

A N I C O N

G O E S G R E E N

W

h i l e m u c h o t h e g r e e n - b u i l d -

i n g m o v e m e n t h a s o c u s e d o n

n e w c o n s t r u c t i o n , t h e r e s a

t r e n d t o t u r n e x i s t i n g s t r u c -

t u r e s l i k e t h e E m p i r e S t a t e

B u i l d i n g i n t o g r e e n s p a c e s a s w e l l . F o r e x i s t i n g

b u i l d i n g s , t

h e r e i s a r a t i n g s y s t e m t o m e a s u r e

t h e b u i l d i n g s p e r o r m a n c e o n s u c h t h i n g s a s

e n e r g y , w a t e r e c i e n c y , w

a s t e m a n a g e m e n t ,

p r o c u r e m e n t , t h e i n d o o r e n v i r o n m e n t a n d

t i m e , u s i n g i t s t o i l e t p a p e r a n d p a p e r t o w e l s .

W e p r o b a b l y g o t h r o u g h a p p r o x i m a t e l y 3 , 6

0 0

c a s e s o t o i l e t p a p e r a n d p a p e r t o w e l s a y e a r , c

o m -

b i n e d , s a y s D a l e D i D o n n a , d

i r e c t o r o c u s t o d i a l

s e r v i c e s o r F i r s t Q u a l i t y M a i n t e n a n c e , t

h e r m t h a t

m a n a g e s t h e b u i l d i n g s 1 2 0 c u s t o d i a l s t a f m e m b e r s .

D I D O N N A

, W H O H A S b e e n i n t h e b u s i n e s s o r 2 0

y e a r s , s a y s t h e w a y a c i l i t i e s a r e c l e a n e d a n d s t o c k e d

h a s c h a n g e d d r a m a t i c a l l y

. T h e c h e m i c a l s h a v e g o t -

T h e E m p

i r e

S t a t e B u

i l d i n g i s o n e o f t h e m o s t

f a m o u s s k y s c r a p e r s i n

t h e w

o r l d

, a n d m a n y N e w Y o r k e r s k n o w t h e l i g h t s a t t h e t o p

o f t h e b u i l d i n g

c h a n g e

f r e q u e n t l y t o m a r k s p e c i a l o c c a s i o n s

. W h a t t h e y d o n t k n o w i s t h a t

t h e m

o s t a p p r o p r i a t e c o l o r c h o i c e t h e s e d a y s m i g h t b e g r e e n

s i n c e t h e

b u i l d i n g s m a n a g e m e n t h a s e m b a r k e d o n a p r o g r a m t o m a k e t h e s t r u c t u r e

m o r e

e n v i r o n m e n t a l l y s o u n d .

T E X T :

T H E T A P A V I S P H O T O :

I S T O C K P H O T O

T O R K E L E V A T E

S

T H E W A

S H R

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d o

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l i n e

i n c

l u d e s

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M e y e r h o

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M a r k e

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T o r k

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t a l

f o o

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t p o s s

i b l e

.


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24/44

24 SCA SHAPE 3 2011

FEATURE

TO SCENT OR NOT

TO SCENT Do you nd perfume soothing and luxurious?Or do you consider it a chemical additive you

just as soon avoid? Chances are, your attitudeis linked to where you live.CULTURE PLAYSa strong role

in scent pre erences. North di -ers rom South, and East difersrom West. Within Europe,

you nd quite broad diferencesin ragrance pre erences,

says Stephen Weller, directoro communications or the Inter-

national Fragrance Association inBrussels. People naturally have strongattachments to certain smells becausethey ve grown up with them, he says.Your nose is connected directly to yourlimbic system in the brain, and so you

immediately respond to smells in anemotional way.Generally, people in Mediterranean

countries like ragrances amiliar romtheir local ora, including citrus, laven-der, rose and jasmine. Where the weather

is warm, people spend more time outdoors,and they tend to wash more requently.

Because they shower o ten, they use more bodyproducts generally light ones like body splashesand eaux de toilette, rather than longer-lasting per-

umes that would be washed of anyway.

Even laundry products create strong attach-

ments. In Marseille, there s a lavender soap wscent simply cannot be changed, Weller says.Once when the manu acturer tried tinkering wthe ormula, he says, customers got very upsetThe soap was returned to its original state, with

amiliar smell intact.

CERTAINLY, THE FRENCHlove per ume. Italy isanother Mediterranean country with a strong

ragrance tradition. In act, the word per umcomes rom Latin per fumare, through the smokere erring to incense. The ancient Romans slaththemselves in aromatic oils, and perhaps that tr

tion in uences Italian sensuality even today.By contrast, Weller says, in northern Europeyou ll nd a lot more grassy, mossy, woodysmells. And or products close to the skin, Scdinavians o ten pre er them with no scent at aThere s certainly a trend in Sweden and Denmagainst any sort o chemical contact, Weller sThey have a tendency to ban or restrict certainmaterials in their cosmetics, and also in ood.You ll de nitely nd that Scandinavians havea much stricter attitude toward chemicalso all kinds.

TEXT: NANCY PICK


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SCA SHAPE 3 2011 25

W OMEN, it turns out,have distinct pre -erences in scentsdepending ontheir culture. And

those pre erences extend right downto, well, the sanitary pads they placein their undies. SCA targets its prod-ucts to suit women s pre erences.

Scandinavians tend to be veryrational and unctional on matterso eminine hygiene, says VictorNiembro, SCA port olio director or

eminine-care products in emergingmarkets. They dislike scented prod-ucts, because they re suspicious thatthey might cause skin irritation.

By contrast, he says, women inemerging markets are more emotion-al. They appreciate scented pads orodor control, especially i the ragranceis linked to a good- or-you ingredient

like chamomile, known to be soothingand bene cial or the skin.

IN THE MIDDLE EAST, SCA recentlylaunched its line o scented pads withextracts o chamomile and aloe vera.SCA is now testing scented pads inMalaysia and Tunisia.

In Mexico, the chamomile oweris a popular home remedy, whetheryou have irritated eyes or an upsetstomach. In 2003, when SCA intro-

duced its Saba Con ort sanitary padsscented withmanzanilla chamomile sales took of.

IT WAS A BREAKTHROUGH, saysIvette Medrano, group manager in

eminine care at SCA in Mexico City.The consumer already understoodthe qualities o chamomile, and thats

the main reason why theseproducts have been so suc-cess ul.

SCA s chamomile linenow represents 20 percento its sanitary pad sales,and the company ofers a

ull port olio, rom scentedpanty liners to nighttimepads. The top sheet o the padcontains both ower extract and

ragrance.

IN ITALY,SCA actively promotesragrances. SCA s Tempo brandwas the main sponsor in 2011 o Bologna s International SmellFestival, dedicated to the cultureo smell and the art o per umery.Tempo introduced its scented toilettissue to the Italian market in 2010,and some o SCA s Nuvenia sanitarypads in Italy comedelicatamente pro- fumato, lightly per umed. Just don ttell the Scandinavians...

SCA adaptsTO CULTURE

In Mexico, SCAs popular Saba Confort pads contain thescent and extract of chamomile owers. In France, SCAs

Libresse Natural pads come with the chamomile extract but without any fragrance.

Chamomile isoften used in teas,

commonly to reducestress and help

with sleep.

In Mexico, thechamomile ower is a popular home

remedy.

MARKET

DID YOU KNTHAT CHAMOMthe national ow

of Russia?

TEXT: NANCY PICK


26/44

In the last 10 years,SCA has used12 billion pounds of recycled paper tomake its Tork towels,tissue, and napkinsin North America.

Thats equal to the weightof 1.5 million elephants.

Sometimes big stepsare needed to make alighter footprint

Is your business or school using sustainable products from SCA?Sign up for a free Tork product trial at talktork.com and lightenyour environmental footprint.

2011 SCA Tissue North America LLC. All rights reserved. Tork is a registered trademark of SCA TIssue NA, LLC or its afliates

*


27/44

SCA SHAPE 3 2011 27

TECHNOLOGY

illusionGrand


28/44

28 SCA SHAPE 3 2011

A N ANAMORPHIC IMAGEis one that isoptically distorted. Gergely Kirly,a Hungarian who is now a junior de-

signer at SCA, impressed the jury ata packaging design competition withan anamorphic vacuum cleaner box. The packag-ing is made rom regular corrugated board, meetingstandard measurements and requirements. It s thelabels on the outside that create the illusion andmake the box look transparent rom the viewer sperspective and make the image o the vacuumcleaner look three-dimensional.

The anamorphic trick is hardly a new invention.The Old Masters used it to create special efectsin their paintings or to make up or architecturalshortcomings by painting vaults where the ceilings

are actually at. The technique is the same, regard-less o whether it is used on a mural or a box. Thetrick is created by making a pre-distorted imagethat, when viewed rom a certain angle, will gen-

erate an optical illusion and produce the desirevisual efect.

It s an illusion that trans orms our view o

ity and cheats our senses, making us unsure operception and uncertain whether what we see the reality or something else, says Attila Takhead o the SCA Design Centre Budapest, wowith customers in Hungary and Slovakia.

There is de nitely a trend toward more excipackaging, and this ofers a great opportunity tograb customers attention, which is getting haand harder to do through conventional packagior advertising, he says.

Takcs thinks anamorphic packaging may beuture trend adapted by marketing specialists,

the optical illusion makes customers stop and l

again to decode i what they see is the real thin just a trick o the eye.The scienti c explanation o an anamorphic

cal illusion is an image that can have more than

What we see is what we believe. Thats whya at image can look like 3-D and why quiteordinary boxes can look stunningly exciting

just by tricking the eye. Could optical illusionsbe the next trend in bestselling packaging? TEXT: SUSANNA LINDGRENPHOTO: GETTY IMAGES, SCA

T h e w o r d

a n a m o r p h o

s i s i s

d e r i v e d f r o

m t h e G r e e

k

p r e x a n a -

, m e a n i n g

b a c k o r a g

a i n, a n d t h

e

w o r d m o r p

h e,

m e a n i n g s h

a p e

o r f o r m.

So-called oor stickers are distorteimages that lie at on the ground to cra 3-D impression. This man is makingctitious hole in the road.


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SCA SHAPE 3 2011 29

TECHNOLOGY

meaning by being viewed rom diferent angles. Tocreate this efect on a rectangular box, the original

graphic on the ront is replaced by an image that hasbeen distorted with the help o a computer program.On the at un olded packaging, both letters andpicture look odd, but when it s olded and studied onthe shop shel , the efect is a 3-D image.

Over the past 100 years, scientists have unrav-elled the coding o the psychological process o per-ception, Takcs says. The answer seems to be thatour senses create the illusion as long as we have anobjective measure to compare with what we realizewe should see, whether it is reality or an illusion.

The optical illusion is the result o a kind o dis-harmony created between the receptors in our brain

and the incoming stimulus. What we see is pro-cessed by the retina and sent on to relevant parts o the brain, which simpli es what we see and createsthe illusion o what we think we see, he explains.

I believe this new type o attraction-seekingpackaging is a good alternative to using the color-

ul and glossy packaging that tends to be quite ex-pensive, Takcs says. The packaging with a 3-Dimage is less expensive to produce as the graphicsare made on printed labels, making it a hybrid be-tween high-quality ofset packaging and conven-tional exo printed corrugated boxes.

A convex form with specialgraphics makes a concaveimpression.

SCA PLAYS WITH LEGOThe anamorphic vacuum cleaner pack-aging has so far only been created asa sample and a mock-up to a thesis byGergely Kirly to illustrate his ideas.Last spring the packaging was submit-ted to an internal design competition,where it won second prize.

The anamorphic vacuum cleaner

packaging inspired the SCA DesignCenter to further investigate the possi-bilities of using optical illusions to makethe packaging more attractive. At theLEGO Opportunity Fair in Denmark thisspring, SCA presented a dynamic illu-sion on LEGO packaging that attractsattention with moving graphics.

While the vacuum cleaner packagingonly used at surfaces and distortedgraphics to create the 3-D effect, theLEGO box had a convex front. But thefront was decorated with graphics thattrick the eye into believing it is actuallyconcave, and the graphic seems to bemoving when you pass by. Its an-other attraction-seek-ing packagethat hasreceiveda lot ofattentionwhen ex-hibited.


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30 SCA SHAPE 3 2011

MORE HUESTO CHOOSEThe color wheel justgot bigger. The colorsystem Pantone hasadded 175 new colorsto its Pantone Fashion+Home Color System,bringing its total to2,100 shades. All colorfamilies were expandedand now include abroader range of neu-

trals and mid-tones, anincreased number of vi-brant brights and moresubdued and smokiervariations of popularcolors. www.pantone.com/newcolors

LOOKING FOR AN UNFORGETTABLE RESTAURANT?Whynot visit Noma in Copenhagen, considered to be thebest in the world? The ranking is made by the Britishmagazine Restaurant, which produces an annual list of50 restaurants ranked to be among the best in the worldbased on a poll of international chefs, restaurateurs,

gourmands and critics.THE WORLD'S 50 BEST RESTAURANT (TOP 10)RANK RESTAURANT COUNTRY1 Noma Denmark2 El Celler de Can Roca Spain3 Mugaritz Spain4 Osteria Francescana Italy5 The Fat Duck UK6 Alinea USA7 D.O.M. Brazil8 Arzak Spain9 Le Chateaubriand France10 Per Se US

HOW ABOUT A DIFFERENTkind ofunforgettable restaurant? You mayhave already tried imitation prisons

and ersatz hospitals but, how abouta restaurant with a toilet theme?When the American magazine Food& Wine ranked the worlds weirdestrestaurants, the winner was ModernToilet in Taiwan. Guests are seatedon standard-sized toilets and food

is served out of miniature ones. The concept has beenhighly successful, and more restaurants will open inChina and other parts of Asia.

FROM THE MOSTEXQUISITE

TO THE MOSTECCENTRIC

SHAPE UP P H O T O : S

C A N P I X

P H O T O : W

I K I P E D I A


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SCA SHAPE 3 2011 31

Wooden bridge A 240-METER-longwooden bridge for pe-destrians and cyclistsis being constructedin southern Sweden.When nished, thebridge will be one ofthe longest made ofwood in the country.

The suspensionbridge will cross oneof Swedens majorhighways and connecta residential area witha shopping center. Thework will be completedin early 2012.

Wooden tabletWHAT DO YOU GETifyou combine the latesttechnology with luxurydesign? Maybe an iPadmade out of Africanblackwood completed

with Apples brandapple in 18K gold.The wooden iPad isdesigned and manu-factured by Russia'sGresso and the priceis still undisclosed butmost certainly high.

BY PLANTINGa billion trees, the conservationorganization The Nature Conservancy aimsto save Brazils Atlantic Forest. More than85 percent of the forest has been clearedover the last few centuries, and what re-mains is highly fragmented. The remain-ing part is still among the biologicallyrichest and most diverse forests in theworld and is home to a large number of spe-cies that are found nowhere else on Earth.By stitching together a mosaic of land through the treeplantings, The Nature Conservancy plans to restore 30million acres of the forest. Read more:www.plantabillion.org

1,000,000,000 TREES

DID YOU KNOW......that US presidentBarack Obama pro-claimed September tobe National ProstateCancer AwarenessMonth.

MALT WHISKIESare booming globally, especially inrapidly growing economies such as China, India andRussia. China's growing taste for good Scotch is actu-ally causing a global shortage of 12-year-old and older

malt whiskies, and distilling companies in Scotland havebeen forced to ration supplies, reports Advertising Age.

CHINA DRAINS WHISKEY SUPPLY


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32 SCA SHAPE 3 2011

OUTLOOK

Jake Symmonds an artist with skinas his canvas.


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SCA SHAPE 3 2011 33

INK

TEXT: MERVYN CHARLESPHOTO: SVANTE RNBERG

No one quite knows when tattoos went mainstream, but its been years since they were found

only on sailors and gangsters. A tattoo studio today is likely to decorate as many women

as men, and cleaning upcan be a big job.

PASSION


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34 SCA SHAPE 3 2011

OUTLOOK

serve o sailors, gangsters and convicts, and Jareckons he works on as many women as men. A newera has brought new styles, and some o his wrepair work, covering up the results o adolescimpulse. The naked woman on Kennys right shoul-der blade is still discernible, but only just.

Lucy, who s 22, wants to lose the rose on hele t thigh. She s had it since she was 14, and i

aded. Jake goes to work with swirls and butte

in blues and pinks, while Lucy lies back and setexts rom her mobile. She s got ve tattoos ashe says, and this will be the last. Well, maybeconsiders or a moment.

The rst one I got done was probably becauseeveryone was having them done. Now I m addic

WHAT JAKE AND ROB OFFERis two old. First, it sunique piece o art, tailored to the individual. ond, it s a way o making people eel good. you ve had one done, it s so nice you want mosays Lisa as she contemplates the butter ies on

oot. They re addictive. She s the second p

to say that today.But tattooing doesnt leave much room or regret.That ink is pretty hard to get of, and laser treat-ment is as pain ul as the original tattoo work baccounts. So Jake and Rob are care ul with sorequests. Anything goes, but sometimes only aa period o re ection.

We re not keen on doing hands and necks oyoungsters, says Jake. So i they come in anwant something quite outlandish we advise theto pin it on the ridge and look at it every day months. We try and make them think about it.

TATTOOTISSUETattoo studiosconsume tissuepaper. Every tat-too must be wipedfree of blood andexcess ink as thework progresses.Jake Symmondssstudio uses Plenty,a household towelfrom SCA that in hisopinion is the onlypaper thats up tothe job. Its theonly stuff thats ab-sorbent enough,Jakes colleagueRob Gibbens says.

J AKE SYMMONDSis a walking advertisement

or his cra t. Intricate patterns and shapesweave their way down his right arm. A styl-ized bull struts on his le t. Hints o more art-istry peek rom underneath a black T-shirt.

Jake, in tattooist parlance, has got a lot o ink.He s also got a lot o customers. Business is

booming at the high street tattoo parlor in thesmall southern English resort town o Selsey that

he runs with his partner Michelle Salmon.Kenny is rst in this morning. He s a builderwho works out, a big lad with big muscles a largecanvas. Today Jake is painstakingly inking in a reli-gious moti on Kenny s le t bicep, a pair o women shands clasping a rosary. Kenny grimaces occasion-ally as Jake s needle strikes a sensitive spot underthree layers o skin. But he s used to it by now. Ken-ny s back and chest are adorned with Jake s work:a Japanese warrior, a phoenix, pictures o his wi eand children. By the end o the week both arms willbe covered in permanent designs.

Rob Gibbens is watching rom the other side o

the room. He rents space at the Selsey Tattoo Studioand has his own clients. Rob pre ers the more solid,graphic tribal style that embellishes his own armsand legs. But he ll do anything a client wants, andhis rst job today is or Lisa, a 30-year-old on holidaywho wants a design o owers and butter ies on herright oot. She con esses to being a little nervous.

You can scream and you can shout, and you cantake the Lord s name in vain, Rob tells her. Justdon t kick me in the ace.

It s not entirely clear when tattoos went main-stream. It s been a while since they were the pre-


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Were sure youll know us for our Packaging!

Why not get to know us for our Print?

Scan this QR codewith your smartphone


37/44

THENORWEGIANOIL FUND

Manages the Norwe-gian governmentsrevenues from oiloperationsWas establishedin 1990Has assets of 3,500billion Swedishkronor, with roughly60 percent of this inequitiesHad a return of9.6 percent in 2010. In2009, the return was25.6 percent, while thevalue fell by 23 per-cent during the 2008nancial crisis year.

ECONOMY

TREASUREDNEIGHBOR

THE NORWEGIANoil und, known o cially as theGovernment Pension Fund Global, is the largestsovereign wealth und in the world, according tothe US research rm Monitor Group. The und ismanaged by the country s central bank, NorgesBank, and currently has assets o a mind-boggling3,500 billion Swedish kronor (550 billion US dol-lars). The money comes rom the net proceeds romthe country s oil industry as well as rom the returnon the und.

THE NORWEGIAN MINISTRYo Finance has deter-mined that the oil und should have 60 percent o

its assets in equities, 3540 percent in xed incomeinstruments and 5 percent in real estate. The undmay only invest outside Norway, and hal o theequity port olio should be invested in Europe,35 percent in the Americas, A rica and the Mid-dle East, and the remaining 15 percent in Asia andOceania.

At the end o the rst quarter o 2011, the undhad equities worth roughly 2,100 billion Swedishkronor and was a shareholder in as many as 8,697listed companies. Its largest holdings are in RoyalDutch Shell, HSBC Holdings, Nestl, Voda one

and Exxon Mobil. The und has grown sharplysince its launch in 1990. By 2000, the und s mar-ket value was some 500 billion Swedish kronor. In2004, it exceeded 1,000 billion Swedish kronor.Last year, when the und had a return o nearly 10percent, the und s assets increased by 800 billionSwedish kronor to about 3,500 billion Swedishkronor.

Even though the goal is not to be biggest, it isalways nice to see the und grow, Norwegian Fi-nance Minister Sigbjrn Johnsen told the Norwe-gian business daily Dagens Nringsliv. A steadilygrowing und means that we have more money or

good causes in the government budget. My goal isto have the Government Pension Fund be the bestmanaged und in the world.

AND NOWthe Norwegian oil und is a major share-holder o SCA. In June, the und disclosed holdingso 5.03 percent o SCA s share capital and 6.61percent o its votes. That makes the Norwegiangovernment the third-largest owner in terms o votes, a ter the holding company Industrivrden,which has close to 30 percent o the votes in SCA,and Handelsbanken with 14 percent.

Norways oil fund has risen upthe ranks to become one of SCAsmajor shareholders. The fund,with assets of about 3,500 billionSwedish kronor, has over 5 percentof the capital stock in SCA.

TEXT: GRAN LINDPHOTO: ISTOCKPHOTO

SCA SHAPE 3 2011 37


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38 SCA SHAPE 3 2011

Being head of the SCA Personal Care plant

in Quebec, Canada, Michelle Poirier is abusy woman. This is Michelle describing anordinary work day (well, almost ordinary).

12 HOURS

T h i s i s M ic he l le i n he r o f ce,

ha v i ng he r r s t co f fee c u p to

k ic k o f f t he da y.

MICHELLE POIRIER

with Michelle Poirier

June 22nd. This day was not a typicalday, but it was very important becausewe had visitors key decision-makers

rom six large regional purchasinggroups. It is always a challenge to present

W e d n e s d a y : D o n t f o r g e t C h a r l e s - A n t o i n e s s w i m m i n g g e a r !

Name: Michelle Poirier.Work: SCA Personal Care North America,

Drummondville (Quebec), Canada Manufac-turing TENA Incontinence Products. Years in the company: since 1997.Family: 2 children; Elizabeth, 4, andCharles-Antoine, 7.

Age: 44.Hobbies: Activities with the children, such asswimming and bicycle riding.

D V Pl a nt M a nager

M ichel l e Poirier

to customers and make sure wedeliver the message, so they leave theroom with a good understanding o who we are and how dedicated we areto our customers.

children in the car.


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SCA SHAPE 3 2011 39

12 HOURS

Plant in-depth lookat TENA

L u n c h 1 c u s t o m e r v i s i t

Lunch 2 customer visit

M i c he l l e p r e s e nt s t he S C A Dr ummo nd v i l l e f ac t o r y t o he al t h-c ar e c us t o me r s , gi v i ng t he m ge ne r al i nf o r mat i o n ab o ut t he f ac t o r y ' s hi s t o r y and d ay -t o -d ay ac t i v i t i e s .

Product mat core formingis always an importanttopic for customers.Michelle talks to themabout pulp berization andmat core integrity in rela-tion to the forming section.

It is as important to meas for the crew members tobe involved in the tour. Wewant the customers to feelour commitment and havethem condent about ourmanufacturing process andproducts.

Michelle welcomes thegroup at a cocktail reception.The event took place at theGolf & Curling Club in Drum-mondville, only 10 minutesfrom the SCA factory. On June22nd and 23rd, 45 to 50 guestswere present each day.

A day like this can only be asuccess if we create a partner-ship within the different SCAgroup functions (Manufactur-ing Sales Marketing) andthe customers.

3 D movie El izabeth &

Cha rl es-Antoine

A t te nd i ng 3- D mo v ie s i s o ne o f

M ic he l le' s k id s' fa vo r i te ac t i v i t ie s .

T he y a l l had a good t i me see i ng

R i o a t t he mo v ie t hea te r.

P r e s e n t a t i o n c u s t o m e r v i s i t


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40 SCA SHAPE 3 2011

Antarctic tissue

FINDING A JOBas a refugee in a new country is noteasy. SCA is involved in a project in Arvidsjaur innorthern Sweden that helps Somalian refugeesget jobs.

Together with local government bodies and theforestry company Allmnningen, SCA leads an af-forestation project for refugees from Somalia. Theproject involves ve days of theory and practicaltraining in the forestry business.

We bring plants and land where they can prac-tice, says Rikard Rdlund from SCA. Theresalways a need for trained tree planters. He hopesSCA will have jobs to offer during the autumn.

REFUGEES

TORK MAY BE ONEof the most remotely locatedtissues in the world, as its found in the facili-ties at Scott Base, Antarctica. Scott Base

mainly provides services and accommoda-tion for research parties. As a long-termpartner, SCA has supplied the base withTork hygiene products for a decade. Prod-ucts and tissues are carefully selected tohelp reduce waste and storage, both criticalfactors when managing a site in such an iso-lated part of the world.

The Antarctic environment is very fragile, sono waste stays on the ice it is all shipped backto New Zealand for recycling or disposal by thesame boat that drops off the supplies.

REPLANTING

Sun setting Febru2010 at Scott

PHOTO: HAYDEN HARRISON


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SCA SHAPE 3 2011 41

SCA INSIDE

THIS SUMMER,SCA initiatedconstruction of 40 windpower stations in Sweden incooperation with NorwegianStatkraft.

The park will provide clean,renewable energy over a longperiod of time and contrib-ute to a better climate, says

Jakob Norstrm, CEO of Stat-kraft SCA Vind AB.Mrttjrnberget, where the

power stations will be built, isthe rst of seven wind farms

that Statkraft and SCA wantto build. When the project iscomplete, it will be the biggestwind power project ever builtin Sweden, including 490 tur-bines with a wind productioncapacity of 2,600 GWh.

Statkraft SCA Vind AB,SSVAB, is 60 percent owned

by Statkraft and 40 by SCA.The total investment isestimated at 16 billion kronor.Three of the seven farms havebeen approved so far.

WIND HARVEST

BY PARTNERINGwithDutch 2theloo, SCAturns a visit to a pub-lic washroom, or toilet

shop, into a pleasantexperience.

Public toilets can be anuisance. A lack of paper

and inadequate hygiene are justtwo potential sources of irritation when youre inneed of a restroom. A new concept from the Neth-erlands, called 2theloo, makes a visit to the toileta unique and fun experience. A start-up com-pany, 2theloo operates a chain of toilet shopsin high-trafc areas such as big shopping streets,department stores and train stations, and SCA isonboard.

A contract initiated by some Dutch businessgroups is being rolled out internationally, as-

suring that all the big SCA brands are present,with Tork providing the full range of washroomproducts.

Visitors can buy Libresse, TENA, Edet or Tempoproducts and various other small necessities inthe 2theloo shop. When visitors pay for the use ofthe toilet, they receive a voucher that can be usedtoward any purchase from the shop.

The rst toilet shop openedin Amsterdam in February.In Spain and Portugal,the 2theloo formulahas been sold tofranchisees, and anaccelerated rolloutis expected in shop-ping malls with atotal of more than 10million visitors a year.

STOCKING UPin toilet shopsTHIS SPRING, Liberoconsumers got a

chance to becomedesigners of sunhats. The Nordicwebsites of Libero,SCAs baby diaperbrand, invited visi-tors to use an onlinedrawing tool to cre-ate a customizedchilds beach hat.

More than 18,000hats were designedby consumers in

Sweden, Norway,Denmark and Fin-land. Then a jurynamed a winnerfrom each coun-try. The winningsun hats will beavailable for sale inScandinavia frommid-June.

DESIGNERFOR A DAY


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I KNOW IM NOTthe only one who has this condition, but I feel like I am.These are the words of a participant in a recent focus group among womenwith bladder weakness conducted by SCA in Atlanta in the US.

To address this problem SCA has built the traveling TENA Conversa-tion Couch. Its a colorful oversized couch that provides a comfort-

able platform for sharing experiences with other women andexperts on incontinence. SCA is bringing the TENA Conversa-tion Couch to events throughout the US and Canada to interactwith women and put a difcult topic in the spotlight.

Conversation starter

One in four women suffers from bladder weakness,and nearly 40 percent with symptoms have neverdiscussed their condition with anyone, includingtheir doctor. Source: Journal of the American Medical Association

RUGBY IS THEnational sport of

New Zealand. Although NewZealand is a small country, its AllBlacks have the highest recordof any national team in the world.SCA is proud of New Zealandsaccomplishment. To express itsKiwiness, SCA is supporting the All Blacks by going all blackin a limited edition of Treasuresdiapers. Apart from the blackpackages, these consist of theKiwi Treasures Fernie characteron the front of the diaper and a

variety of supporter phrases or jersey numbers on the back.

Interested in the All Blacks rugby team?See www.allblacks.com

ALL BLACKS ISTHE NEW BLACK

42 SCA SHAPE 3 2011


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SCA INSIDE

SABA, SCAS BRANDfor feminine careproducts in Mexico, invited all Face-

book fan-page members to join thefootrace Huellas (footprints) along theGandhi Circuit, a recognized avenue inMexico City, on May 22nd.

The race was organized by theCim*ab foundation to support breastcancer detection. More than 5,000runners participated.

SCA supported the runners dur-ing the event, giving away T-shirts andpink wristbands, as well as a productkit to the 15 winners of this years race.

RACE AGAINST CANCER

IN THE WAKEof a series of destructive tornadoesthat have struck the southeastern United States,SCA has donated products to the hardest-hit

areas.Initially SCA donated money to the AmericanRed Cross to support relief efforts. Based onrequests from the Red Cross, SCA also donatedproducts such as paper towels, napkins andTENA products.

Besides the corporate effort, SCA gave employ-ees a way to donate to recovery contribution, andSCA pledged to match all employee donations.

Feeding America, a US organization that strivesto feed Americas hungry, also received handsoaps and anti-bacterial hand sanitizers from SCA.

RELIEF FOR TORNADO VICTIMS

SCA SHAPE 3 2011 43

PHOTO: GETT Y IMAGES


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SCA magazine SHAPE 3 / 2011 focuses on sustainable energy - English