SHAPE Magazine 1 / 2013 - SCA

“In today’s market,
if you stand still
y o u l o s e .”
Mats Berencreutz, SCA’s executive vice president
for Hygiene Products
A
CCORDING TO A NEW STUDY in the Journal
of Consumer Research, consumers are
more likely to buy products they have
previously considered rather than items
that they think might provide the greatest
value. This is good news for companies seeking
to capitalize on brand awareness to introduce
adjacent lines to grow sales.
In France, Peugeot started out making coff ee
mills and bicycles and went on to become Europe’s
second-largest carmaker. Japan’s Yamaha began
its life making pianos and now produces a range
of musical instruments, electronics and motorcycles.
In the US, Apple turned its personal computer
business into a global consumer electronics giant.
SCA has also been looking at ways to expand its
off erings into new areas.
“THIS IS SOMETHING we have been exploring over
the last couple of years, seeking to utilize our
existing strong brand assets to push the boundaries
of our existing business,” says Mats Berencreutz,
SCA’S executive vice president for Hygiene
Products. “Our aim is to be constantly assessing
changing market needs and leveraging our brand
platforms to meet them.”
The Libero brand in Scandinavia, Russia
and some other markets has been extended to
include a range of products to cover all baby
needs such as wet wipes, wash creams and even
SPICY CARS. Peugeot and
its pepper mill.
BRANDS ON
THE MOVE
The TENA incontinence brand has
been expanded. Besides skincare products,
there’s now a test for urinary tract
infections that you place in the diaper. Another
recent product is a wet glove, used in
institutions for washing elderly people.
The Tork brand of away-from-home
products has grown from tissue products
to encompass soaps and alcohol gels, air
fresheners, bins and wet wipes.
The Libero brand includes a full range
of diaper products from premature baby
size through to specifi c products for
potty training, bedwetting and swimming.
The brand also includes a wide range of
nursing pads, wet wipes, baby oil and
washing products, lotions and creams,
changing mats and bibs.
The Familia brand has extended from
household tissue products to facial and
body care, air freshener, antibacterial gels
and deodorants, and wet wipes for dogs.
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