SCA magazine Shape 3 2011 English

Nº 3.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
THE SECRET
BEHIND SCENT
SELECTION
SHAPE
PACKAGING
THAT REALLY
POPS
WIPING UP
AFTER
TATTOOS
RENEWABLES BY
DESIGN
SCA digs sustainable power

SHAPE
Shape is a magazine from SCA,
primarily geared toward customers,
shareholders and analysts, but also
for journalists, opinion leaders and
others interested in SCA's business
and development. Shape is
published four times a year. The
next issue is due in December 2011.
Publisher
Camilla Weiner
Managing Editor
Marita Sander
Editorial
Anna Gullers, Göran Lind,
Appelberg
Design
Cecilia Farkas, Appelberg
Printer
Sörmlands Grafi ska 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. Reproduction only by permission
of SCA Corporate Communications. The
opinions expressed herein are those of the
authors or persons interviewed and do not
necessarily refl ect the views of the editors or
SCA. You can subscribe to SCA Shape or read
it as a pdf at www.sca.com.
SHAPE
Nº 3.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
THE SECRET
BEHIND SCENT
SELECTION
PACKAGING
THAT REALLY
POPS
2 SCA SHAPE 32011
RENEWABLES BY
DESIGN
SCA digs sustainable power
WIPING UP
AFTER
TATTOOS
Cover photo: Istockphoto
Tattoo: Lindalovisa Fernqvist
NANCY PICK
CO 2 OR DINOSAURS –
SHE’S INTO FOOTPRINTS
On behalf of Shape, writer Nancy Pick has
looked into the future of renewable energy
sources and studied why the French like perfumed
tissue but Swedes don’t.
Nancy Pick lives with her family in a
200-year-old farmhouse in rural western
Massachusetts. A French major in college,
she has also lived in Paris, London and Berlin.
Trained as a newspaper reporter, she has
written for a wide variety of publications,
mostly about science and nature. She is the author
of two books, The Rarest of the Rare, about
the natural history collections at Harvard University,
and Curious Footprints, about Amherst
College’s collection of dinosaur tracks.
Currently, she is working with three professors
on a book about phyllotaxis, the elegant
and fascinating patterns found in plants.
In her free time, she paddles the local rivers,
studies Ancient Hebrew and cooks Swedish
nettle soup.
THE CO-WORKER
SCA’S SOCIAL MEDIA SITES
Youtube.com/SCAeveryday shows
commercials and videos from SCA’s
press conferences, presentations
and interviews with executives and
employees.
Facebook.com/SCA is intended for
attracting talent, engaging users and
providing information in a way that
complements sca.com.
Twitter.com/SCAeveryday
provides a good summary of everything
happening at sca.com and
in SCA’s social media. The aim is to
provide various users, journalists and
bloggers with relevant information.
Slideshare.com/SCAeveryday
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
meetings.
Scribd.com/SCAeveryday
makes some 50 publications available,
including SCA’s sustainability report,
its “Hygiene Matters” report and
Shape magazine.
Flickr.com/HygieneMatters
supports the launch of the global
report “Hygiene Matters” with images.

CONTENTS
06. CONSIDER THE ALTERNATIVES
A variety of sustainable energy sources are in development.
10. TWIG TREASURE
SCA turns foresting scraps into renewable energy.
16. BATTLING CATASTROPHIES
There are no borders for Dr. Heike Haunstetter.
20. BEAM ME UP
French constructors are using more wood in houses.
22. GREEN GIANT
The Empire State Building is making a smaller carbon footprint.
24. SMELLS LIKE HOME
Where you live may aff ect what fragrances you like.
27. DESIGNS THAT GO DEEP
Tricking the eye is a good way to make packaging stand out.
32. SKIN SKETCHERS
Shape paid a visit to Jake Symmonds’ tattoo parlor.
ALSO....
NORWAY’S OIL FUND stocks up – p. 37
12 HOURS with Michelle Poirier – p. 38
NEWS FROM SCA – p. 40– 43
DO YOU KNOW...
...how long it took to build the Empire State building? See page 22.
Rob Gibbens at the Selsey
Tattoo Studio knows the
importance of high quality
tissue.
10.
SCA Energy looks at
cutting-edge ways to
convert forest components
into energy-rich
products.
Two recent acquisitions have
given SCA a strong hygiene
portfolio in Turkey.
04.
26.
SCA SHAPE 32011 3

UPDATED
Tunisia
TEMPO GOES TO TUNISIA
SCA’S TISSUE BRAND Tempo just expanded
into Tunisia with the fi rst premium-quality
hanky in the country.
Hankies are popular in the Maghreb countries
and are used in multiple ways: blowing
your nose, wiping sweat or as a substitute
for tissue napkins. After a successful launch
in Morocco, SCA has now launched Tempo
tissues in Tunisia through the joint venture
company Sancella.
Tempo hankies were launched in mid-
February, and despite the unstable political
situation in the country and the January
riots impacting both sales in modern trade
and the in-store animation program, the
launch has been successful.
2,500
2,000
1,500
1,000
SCA: PROFIT BEFORE TAX
SCA's profi t before tax, excluding restructuring costs,
quarterly results(SEKm)
4 SCA SHAPE 32011
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2009 2010 2011
Turkey
KOMILI – A TURKISH DELIGHT...
KOMILI, THE FOURTH LARGEST PRODUCER of baby diapers
and feminine care products in Turkey, is incorporated
with the SCA group. The purchase consideration
amounts to SEK 308m on a debt-free basis.
SCA has acquired 50 percent of the Turkish hygiene
products company Komili from Yıldız Holding, the
largest food group in Turkey.
Komili also has operations in associated product
areas such as wet wipes, soaps and shampoos.
Komili will operate as a joint venture between SCA
and Yıldız Holding.
“The acquisition will enable us to establish powerful
hygiene products operations in Turkey in the fi elds
of baby diapers and feminine care products. Turkey is
a key growth market with 70 million inhabitants and a
fast-growing population,” says Jan Johansson, president
and CEO of SCA.
16
BILLION SEK
Statkraft SCA Vind AB´s estimated total
investment in the new wind farm
(read more on page 41)
“ SCA will now
have a complete
personal
care product
portfolio in
Turkey,”
Jan Johansson,
CEO of SCA.
Turkey
... AND SAN SAG-
LIK COMPLETES
PORTFOLIO
SCA HAS acquired 95
percent of the Turkish
company San Saglik,
producer of incontinence
care products, from the
MT Group. The purchase
consideration corresponds
to SEK 95m on a
debt-free basis.
“SCA will now have a
complete personal care
product portfolio in Turkey,”
says Jan Johansson,
CEO of SCA.

UPDATED
GLORY IS ONE of San Saglik’s two
brands for incontinence care
products. The company has rapidly
captured market share since
the company was founded in
2008 and is now the second largest
player in incontinence care
products in Turkey.
San Saglik generates annual
revenues of approximately SEK
100m. SCA has a purchase option
on the remaining 5 percent of
the company.
INCREASED EARNINGS PER SHARE
Operating profi t, 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 exchange
rate effects and divestments) to SEK 52,064m.
Earnings per share rose 8% (13% excluding exchange rate effects)
to SEK 3.85.
Cash fl ow from current operations was SEK 1,840m (2,816).
Compared with the fi rst half of 2010, raw material costs have risen
by more than SEK 2bn. SCA has succeeded in compensating
for this through price increases and cost cutting.
“On the
business side, nearly
80 percent of professionals
have made at least some
changes to be greener over
the past year”
Source: The SCA 2011
Tork Report.
6 MAY 2011:
GREEN
ROUNDTABLE
SCA participates in a
climate change conference
in Paris, France.
Kersti Strandqvist, SVP
Corporate Sustainability,
take part in a roundtable
discussion on the
theme “From biomass to
green chemicals.”
12 MAY 2011:
WIND FARM
PARTNERSHIP
The Norwegian company
Fred.Olsen Renewables
and SCA form a
jointly owned company
to focus on constructing
a wind farm on SCA’s
land.
1 SEPTEMBER 2011:
ACQUISITION
IN BRAZIL
SCA acquires the Brazilian
hygiene products
company Pro Descart,
the country’s second
largest player in incontinence
care. Consideration
for the deal
amounts to SEK 450m
on a debt-free basis.
1 SEPTEMBER 2011:
IMPROVED
NEWSPRINT
A newsprint paper
machine in Ortviken,
Sundsvall, will be rebuilt
to allow production of
improved newsprint, an
investment totalling
SEK 350m.

FOCUS: RENEWABLE ENERGY
SEARC
for future energy
Algae that produce fuel oil? Turbines that
harness tides? Solar panels in space? In the race
against climate change, scientists are pursuing
a dizzying array of visionary ideas for renewable
energy. Perhaps one of their initiatives will lead
to the breakthrough we need.
6 SCA SHAPE 32011
TEXT: NANCY PICK PHOTO: GETTY IMAGES AND ISTOCKPHOTO

HING
SCA SHAPE 32011 7

FOCUS: RENEWABLE ENERGY
Hydro power
Green power
Solar power
E
UROPE IS PARTICULARLY ambi-
tious in its push to replace coal and
other fossil fuels, with its 20-20-20
strategy. By 2020, the European
Union aims to reduce greenhouse
gas emissions by 20 percent, produce 20 percent
of its energy with renewables, and improve energy
effi ciency by 20 percent. Around the world,
talented scientists and engineers are looking
for revolutionary ways to harness the sun, wind,
water and plants.
Michael Kelzenberg, a postdoctoral researcher
in electrical engineering at the California
Institute of Technology, believes strongly in
solar power, but he thinks that many alternative
energy sources will have a role in the future.
“Everybody who works in renewable energy
agrees that there’s going to be diversity in energy,”
he says. “There’s no one type of energy
that’s perfect. With conventional energy – coal,
oil, nuclear – we developed what made sense at
the time.
“Personally, I’m putting my time into
solar,” Kelzenberg says. “Solar is a particularly
compelling solution. We could
supply the entire human race with
electricity, simply by harvesting a
small part of the sunlight that hits
the Earth.”
Wind and hydro can work only
in suitable locations, he says, and
dams or turbines have already been

installed in many of the best spots. For solar, by
contrast, there remain vast expanses of ideal
land around the world.
China agrees with him. In 2009, China’s
fi nance ministry began pumping some 3 billion
US dollars into its “Golden Sun” initiative,
quickly making the country the world’s largest
manufacturer of solar panels.
Before solar energy can truly be practical,
however, scientists must solve a twofold problem:
increasing effi ciency while lowering costs.
Currently, solar cells with effi ciencies above 30
percent remain extremely expensive and are
used mainly in aerospace. Mass-produced solar
cells are typically only 10 to 15 percent effi cient.
Kelzenberg’s graduate research involved a
promising development: low-cost solar cells
made from silicon microwires. The hair’sbreadth
microwires can be “grown” more
cheaply.
WHAT ABOUT ALGAE? While some researchers
are making fuel from fast-growing algae exposed
to the sun in ponds or tubes, the Solazyme
company in San Francisco takes a diff erent approach.
It uses genetically modifi ed algae that,
when fed sugar, produce oil. In 2010 the company
delivered 80,000 liters of algae-derived
marine and jet fuel to the US Navy.
Tidal power also has its advocates. In South
Korea, the Sihwa Lake Tidal Power Station is
scheduled for completion in 2011. The plant will
Wind power
“ There’s no
one type
of energy
that is
perfect.”
produce 254 megawatts, enough to power some
200,000 homes, making it the largest tidal energy
installation on Earth.
OTHER RESEARCHERS promote the concept of
launching solar panels into space, where they
would beam down energy to Earth. While
NASA has entertained such schemes for years,
Kelzenberg says the idea is now less far-fetched.
The effi ciency of solar cells has improved, their
weight has dropped, and the cost of launching
materials into space has fallen. “Solar cells in
space receive sunlight 24 hours a day, and they
receive more of it than on Earth,” he says. “I
hope we see this happen in our lifetime.”
Will someone make a revolutionary solar-cell
discovery that solves the planet’s energy woes?
“Unfortunately, I don’t think we’ll see even 50
percent effi cient solar panels any time soon,”
Kelzenberg says. “We’re fi ghting against wellknown
laws of thermodynamics that make it
very diffi cult to harvest electrical energy from
the sun.”
But where we might see breakthroughs is
in the cost of solar panels, he says. “Silicon,
while one of the most abundant materials in the
Earth’s crust, is still very expensive to produce,
even on an industrial scale. I think somebody
could have a breakthrough in making a costeff
ective solar cell.”
With a little luck, Kelzenberg could be part of
the team that does it.
SCA SHAPE 32011 9

FEATURE FOCUS: RENEWABLE ENERGY
10 SCA SHAPE 32011
FU

FEATURE
EL FROM
the forest
Throughout the 20th century, the world took inexpensive and
abundant oil for granted. But those days are over. That’s why SCA
seeks alternative, renewable energy sources to satisfy its energy needs.
TEXT: NANCY PICK PHOTO: GETTY IMAGES
T
HERE’S A BIG CHANGE COMING,” says Åke Westberg,
head of SCA Energy in Sundsvall, Sweden:
“Energy has always been cheap, and oil has been
quite cheap. Therefore we have been rather crude
in our forest handling, not using all the biomass
that’s there. But if we want to cut our carbon dioxide
emissions, we have to use all the biomass in the
forestland. I see great potential for SCA, given our
large forest ownership.”
Leading the way on renewable fuels is the new
business unit that Westberg heads, SCA Energy,
formed on January 1, 2011. It consolidates various
renewable energy businesses and research projects
that used to be scattered throughout the company.
As part of the Forest Products business group,
SCA Energy is located in Sundsvall close to the
company’s 2.6-million-hectare forest, the largest
privately owned forest in Europe.
“Historically,” Westberg says, “SCA’s forest was
simply logged to provide wood for its fiber industry.
The fuel component was the little brother,” he says.
“It wasn’t much talked about, and it was not developed
in the right way.”
SCA SHAPE 32011 11

FOCUS: RENEWABLE ENERGY
Now, SCA Energy is engaged in
a wide range of renewable fuel projects.
Some involve tapping energy
from the forest itself, by using leftover
treetops, branches, stumps and peat.
Others involve alternative energy projects
such as wind power or pellets made
from sawdust. In addition, SCA Energy is
looking at cutting-edge ways to convert forest
components into energy-rich products like biooil,
bio-coal and other types of fuel.
From the forest itself, “grot” – the Swedish term
for branches and treetops left over from timber
harvesting – is a promising source of energy.
“We collect it, take it to the road, and cure it by
letting it dry in the wind and sun,” Westberg
says. “Then we chip it and supply it to heat and
power plants, and also to our own factories, for
heat production.”
STUMPS REPRESENT another valuable resource,
never used before. “Harvesting them is a rather
small activity today, but we see the potential,”
he says. “There’s a lot of biomass in stumps,
and it’s very good fuel.” After a tree is cut
down, a machine pulls the stump out of
the ground, along with some of the roots.
“You split that and shake it hard to get rid
of stones and sand, then you dry it in the
forest for about a year. After that, you chip
it and take it to the customer.”
Where conditions are too boggy for
trees, peat may thrive. An early stage of
coal, peat contains plenty of energy.
“We have a lot of peat moss in Sweden,
and it’s growing all the time,” Westberg
says. SCA harvests peat in three
areas and is adding a fourth area
12 SCA SHAPE 32011
SCA’S
ANNUAL SALES
OF RENEWABLE
ENERGY ARE
ALREADY ABOUT
SEK 800M
SCA OWNS
2.6 MILLION
HECTARES OF
FORESTLAND
The fuel component
was the little brother.
It wasn't much talked
about.
Åke Westberg
this year. “We say it’s slowly renewable,
because it takes some time
to replace itself.” Harvesting involves
fl uffi ng the peat a few centimeters
deep, by machine, and letting that dry in
the sun. Then that layer gets collected and
stored in a dry place, while the next layer
of peat gets fl uff ed. “We do that all summer.
Then when the winter comes, we supply our
customers, who burn it.” Production could be
increased substantially.
PELLETS MADE FROM sawmill dust represent
another type of forest product. SCA purchased
a pellet industry several years ago, as part of the
sawmill sector. Now, the business is being developed
in a more serious manner.
Production of all these biomass products will
likely need to ramp up in the next decade, as
Europe gets serious about reducing its carbon footprint.
“If the politicians stick to their goals, then a lot
of the coal in Europe will have to be replaced,” Westberg
says. “We in Scandinavia will need to supply
some of the biomass, and it will be a huge market.”
One critical question for the future is this: How
can biomass be transported all the way from northern
Sweden to the rest of Europe in an effi cient
way? Ultimately, Sweden will need to produce
products that are energy-rich. The technologies
for creating these products are new or still being
developed. Will forest resources like tree stumps
be heated under pressure and made into bio-oil? Or
bio-coal? Or a diff erent form of biofuel?
“We don’t actually know yet,” Westberg
says. “We are looking into this. As new
processes come online, we are following
them very closely.” And so are Europe’s
politicians.

SCA is
thinking renewable
across the globe...
ENERGY FROM HOUSEHOLD WASTE
GERMANY SCA’s paper mill in Witzenhausen, Germany,
gets all of its energy from a resource we’ll
never run out of: processed household waste.
The Refuse-Derived Fuel (RDF) power plant
opened in March of 2009. “We were among the
fi rst to use this energy source for a paper mill,”
says Niels Flierman, general manager at the Witzenhausen
plant. “It’s relatively new technology.”
The household waste is screened and sorted into
different fractions of caloric value, one of them being
RDF. Fluidized bed combustion is used to incinerate
the RDF for steam production. This highpressure
steam passes a steam turbine which
produces low-pressure steam for drying paper as
well as electrical power for the plant.
Although operation of the new
RDF power plant is more complex
than the mill’s old gas-fi red plant,
SCA has reaped both economic and
environmental benefi ts from the
conversion. The plant has cut
costs and greatly reduced its
dependence on fossil fuel.
The plant has won local
support, in part by
using sophisticated
fl ue gas cleaners to
keep emissions low.
Neighbors who were
concerned about air
pollution have been
won over. “We operate
under extremely strict
limits for emissions,
and we stay well below
even those.”
GERMANY
Witzenhausen
Oława
COAL-FREE POWER
POLAND
POLAND Coal
remains the main
source of electricity in
Poland. But at its diaper plant in
Oława, SCA has found a greener path.
“Effective January 1, 2011, our power plant uses
exclusively renewable energy,” says Aleksandra
Karpinska-Goralik, communications coordinator
for SCA in Poland. “We are the fi rst SCA personal
care products factory to get 100 percent of its
electricity from wind power.”
The electricity is generated by Suwałki Wind
Park in rural northeast Poland. Although this
is far from SCA’s factory in the southwest, the
German power company RWE (Rheinisch-
Westfälisches Elektrizitätswerk) certifi es that
all of the plant’s electricity comes from the
wind farm.
“I think this is a big advantage for us,” says
Karpinska-Goralik. “We don’t just talk about sustainability
– we have the facts to support it.
SCA SHAPE 32011 13

FOCUS: RENEWABLE ENERGY
POWER FROM BIOGAS
14 SCA SHAPE 32011
AUSTRIA
AUSTRIA Southwest of Vienna, SCA’s tissue mill in
Ortmann is launching an innovative project, creating
renewable energy from its own wastewater.
“Our aim is to produce biogas from anaerobic
bacteria and use it in our power plant,” says Herbert
Buchinger, manager for quality, health, safety and
environment at the mill.
How will this work? The system relies on
hungry anaerobic bacteria, which pre-treat
the water by digesting some of its organic
matter. As they digest, the bacteria give
off methane, an energy-rich gas. After
fi ltering, the gas will be used in
the mill’s power plant to generate
electricity and steam. “We expect
to produce 100 cubic meters of
biogas per hour,” Buchinger
says. The biogas treatment
plant, built by Veolia Water
Systems and Technologies,
is scheduled to open in the
fall of 2011.
Näsåker
Also by year’s end, the
Austrian plant plans to start
Sundsvall
up another green project,
using the plant’s waste heat.
“We will supply hot water to
heat the houses of people
living near the mill, in the
village around Ortmann,”
Buchinger says. “And last
but not least,” he says,
“we buy 100 percent
of our electricity from
renewable, nuclear-free
resources on the energy
market.”
SWEDEN
Ortmann
GEOTHERMAL ENERGY
NEW ZEALAND Since the summer of 2010, SCA’s paper factory
in Kawerau, New Zealand, has used an unusual source
to dry its tissue: Mother Nature. The plant happens to sit on a
rare natural heat fi eld that produces geothermal steam.
“We’ve eliminated 75 percent of our
natural gas needs for tissue paper drying,”
says Murray Lucas, manager of operations
at the Kawerau plant. “Two gas-fi red
boilers have been closed down and mothballed.”
Changing over to geothermal steam was rela-
Kawerau
tively simple, mainly a matter of joining up the
plant’s pipelines to the ones delivering natural
steam. “The system is working extremely
well,” Lucas says. “We have cut our CO2 emissions
by 39 percent. In the community
and at the plant, there’s a high level of
awareness that we’re using geothermal
– and a sense of pride.”
As its next green initiative, the
Kawerau plant hopes to switch
its electrical supply to
geothermal as
well.
NEW ZEALAND
WIND FROM THE FORESTS
SWEDEN As SCA seeks to optimize energy production from
its 2.6 million hectares of forest in northern Sweden, the
company is looking beyond the trees.
“About fi ve years ago, we realized it was very windy in
quite a few places in our forestland,” says Åke Westberg,
who heads the SCA Energy business unit in Sundsvall,
Sweden. “We think these sites are highly suitable for wind
power.” With this in mind, SCA has formed a new corporation
with the Norwegian-based company Fred.Olsen Renewables.
The joint company, called FORSCA, is 40 percent
owned by SCA.
“Together, our aim is to build 300 to 350 wind turbines,”
Westberg says. The new wind farm will be located in the
highlands near the village of Näsåker, in northen Sweden.
During the summer of 2011, FORSCA is taking wind measurements
to determine the scope of the project.
Potentially, the wind farm could produce as much as
2 TWh per year. SCA is also developing wind farms in northern
Sweden through Statkraft SCA Vind, a company jointly
owned with Statkraft of Norway with a capacity to produce
2.6 TWh per year, altogether amounting to 4.6 TWh per year.
As its national goal, by 2015 Sweden aims to generate
10 TWh of wind power energy per year. By the end of 2010
Sweden had capacity to produce 3.6 TWh per year.

it’s your period
New Libresse tampons.
To open, simply twist.
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comfort and protection

10 QUESTIONS
WORK IN THE
TIME OF CHOLERA
16 SCA SHAPE 32011
Heike Haunstetter, a doctor
on assignment for Doctors Without Borders, has
battled epidemics and saved lives in Haiti and Malawi.
But returning home to the comparative safety of her
homeland is sometimes tougher, she says.
TEXT: JONAS REHNBERG PHOTOS: JONNY LINDH, HEIKE HAUNSTETTER
BORN IN TUTTLINGEN, GERMANY, Heike Haunstetter
came to Sweden as an exchange student and met her
future husband, Marcus. Today, she lives in Sweden
and has worked as a doctor at the Centralsjukhuset
hospital in Kristianstad since 2005, specializing in
internal medicine and infectious diseases.
Eager to put her skills to work in an international
context, she joined Médecins Sans Frontières (MSF,
or Doctors Without Borders) in 2010. She has been
abroad on two assignments, working in a cholera
camp in Haiti for two months and fi ghting a measles
epidemic in Malawi for four months.
Did you always know that you wanted to become
a doctor? No, it was nothing I dreamed of when I was
young, but it’s a fantastic job in which you meet many
people and feel useful. Also, I knew early on that I
wanted to work abroad.
Why did you decide to get involved with MSF?
I wanted to make a contribution by applying
my competence, my experience, my enthusiasm
and capacity for work in order to make the world a
little better.

SANITATION A KEY
Sanitation is the most important
medical advance since 1840,
according to a reader survey in
the British Medical Journal. Improved
sanitation reduces cholera,
worms, diarrhea, pneumonia
and malnutrition, among other
maladies that cause disease
and death in millions of people.
Today 2.6 billion people, including
almost 1 billion children, live
without even basic sanitation.
Every 20 seconds, a child dies as
a result of poor sanitation. Access
to a toilet alone can reduce
child diarrheal deaths by over 30
percent, and hand washing by
more than 40 percent.
Two of the UN’s Millennium Development
Goals are by the year
2015 to eradicate extreme poverty
and reduce child mortality
rates. Source: UN
SCA IN SANITATION
PROJECTS
SCA has entered several projects
to improve the hygiene situation
in Sudan and Niger, two of the
poorest countries in the world.
In South Sudan, SCA is supporting
the installation of latrines
and handwashing facilities in
schools, and is granting scholarships
and sanitary products to
young girls, enabling them to
attend school. In Niger, SCA supports
young women suffering
from incontinence due to giving
birth at a very young age. The
work is carried out via a partnership
with the NGO Oxfam Novib.
Following the earthquake
disaster in Haiti in January 2010,
several initiatives were taken
by SCA to provide relief to those
affected.
WHEN HYGIENE
MATTERS
In a series of reports called
“Hygiene Matters”, SCA aims to
raise awareness of the connection
between hygiene,
health and well-being.
The reports are based on
surveys conducted in
nine countries around
the world. Download the
report here: www.sca.
com/en/Press/Publications/Hygiene-Matters
SCA SHAPE 32011 17

10 QUESTIONS
What caused the cholera epidemic that struck
Haiti in the wake of the 2010 earthquake and
still persists?
The lack of sanitary infrastructure. Even
before the earthquake, Haiti didn’t possess a
widespread, well-functioning sewage system.
The situation became worse when wells and other
water supplies were contaminated by wastewater,
which facilitates the spread of cholera and other
waterborne infections like typhoid and parasites.
In the absence of latrines, people relieve themselves
in what are called “flying toilets” (plastic
bags). When deposited into a landfill, these bags
may leak and case further contamination
and pollution.
How is cholera treated?
Cholera is easily treatable. The prompt administration
of oral rehydration salts to replace lost
fluids nearly always results in a cure. In especially
severe cases, intravenous administration of fluids
may be required to save the patient’s life. Left untreated,
however, cholera can kill quickly following
the onset of symptoms. Only 1 percent of treated
cases die, whereas the fatality rate for untreated
cases is 50 percent.
What can be done following a disaster to decrease
the risk of cholera and other waterborne
infections?
Water safety is the prime concern. To distribute
drinkable water to the population, chlorinate existing
water and construct temporary latrines. It may
sound simple enough, but it actually poses a huge
logistical challenge, particularly in the wake of an
earthquake or a tsunami.
What did you do at the cholera camp?
I helped cure infected people and provided
training to local medical staff. Education is as
important as clinical work, in order to build a sus-
18 SCA SHAPE 32011
Heike Haunstetter
“ I marvel
at how
much I can
accomplish
in the field
with relatively
small
resources.”
Heike Haunstetter
tainable health-care structure that continues to
function once MSF has left.
Has your work in the Third World given you
new perspectives on health care in the Western
world?
Absolutely. Returning home isn’t always easy
when you have been reminded that there are many
different worlds within this world, where people
face a radically different set of problems. Still, it’s
not fair to compare, and I can’t very well demand
that the people at home fully share my perspective.
How does it feel to return home after having
spent several months in a disaster area?
I feel grateful over the abundance of resources
that we have to help people here. In general, I complain
less about a “lack of resources” and I don’t really
see that we have a “health-care crisis” at home.
On the other hand, I marvel at how much I can
accomplish in the field with relatively small resources,
where I can really make a difference and
help so many people. In the cholera camp, it often
struck me how many lives I helped save in a very
short time by using simple means.
Do you ever feel helpless when faced with disaster
and epidemic?
Yes, when I encounter cases that I know could
have easily been cured or helped back home in Sweden.
In such situations, the injustices and inequality
of this world become painfully apparent.
How do you combat fatigue and resignation
when working in the field?
In MSF, we have tremendous support from the
other team members — not just fellow physicians
but sanitation experts, administrators and other
professionals. We all share the same living quarters,
have the same goal and focus on the same
things. And we have all left our families and our
home countries behind us.

Heike Haunstetter
Age: 33
Family: Married to Marcus
Lives: Kristianstad, Sweden
Hobbies: Photography, languages,
literature and bicycling.
Two African books:
“An elegy for Easterly”
by Petina Gappah and
“Half of a yellow sun”
by Chimamanda Ngozi Adichie.
DOCTORS WITHOUT BORDERS
Doctors Without Borders is an international medical humanitarian
organization created by doctors and journalists
in France in 1971. Today, Doctors Without Borders
provides aid in nearly 60 countries to people whose survival
is threatened by violence, neglect or catastrophe,
primarily due to armed confl ict, epidemics, malnutrition,
exclusion from health care or natural disasters. In
1999, the organization received the Nobel Peace Prize.
Heike Haunstetter has worked in
both Malawi and Haiti and is
a keen photographer. In general,
susceptibility to infectious
disease is related to poverty
and malnutrition.
SCA SHAPE 32011 19

MARKET
The demand
for wood isexpected
to increase even more
in France.
FRANCE
warms to wood
Most French houses have traditionally been built with stone, brick or
concrete. But a recent shift in policy, along with a campaign highlighting
the benefi ts of wood, are encouraging the French to change their building
habits and increase their consumption of wood substantially.
TEXT: CARI SIMMONS PHOTO: GETTY IMAGES
FOLLOWING THE Grenelle Environment Round
Table held by the Ministry of Ecology and Sustainable
Planning and Development, an act was
created to establish new environmental guidelines
for the building sector. The act provides fi nancial
incentives that encourage energy-effi cient changes
to both existing and new buildings.
Shifting to more environmentally sound and
reusable wood is one measure designed to save
energy and reduce CO2 .
As of December 1, 2011, the constructors are
to incorporate even more wood when building
homes. An initial change in accordance with the
Environment Round Table was to increase the
amount of wood per square meter of
fl oor space in French residences
by tenfold,
from about
2 cubic decimeters to 20 cubic decimeters. That
fi gure will now increase to 35 cubic decimeters,
and even further increases have been announced
to come.
“Most people have realized that building with
wood is a lifestyle choice and contributes to the preservation
of the environment,” says Laurent Hren at
France's National Committee for the Development
of Wood.
It takes less energy to build a wooden structure
than an equivalent one made of concrete or steel.
Wood is also a very eff ective insulation material, so
less energy is consumed for heating compared with
concrete or steel.
WOOD HOUSES are expected to grow by 30 percent
a year for the next fi ve years. In 2000, just 3 percent
of houses were made of wood, but today that fi gure
is around 5–8 percent.
Yet France still has a long way to go to match the
amount of wood used in other countries. In the
US and Canada, about 90 percent of single-family
homes contain wood framing. In the Nordic countries
that fi gure is about 60 percent.
But as the benefi ts of building and living with
wood become more apparent, the demand for wood
is expected to increase even more in France, not just
for homes but for other types of buildings as well.
“I think wood in general will be more present in
buildings in the years to come – exteriors, fl oorings,
furniture etc.,” says Laurent Hren. “There is
a demand for wood from both public and private
customers. In addition new products are constantly
being launched that increase the possibilities.”

“We see that this trend will
grow especially among
young people today who are
thinking more about
environmental impact.”
SCA IN FRANCE
SCA sells 150,000 m 3 solid wood products a year, mainly
white wood (90 percent).
80 percent goes to industrial customers, for example
doors, window shutters, laminated constructions and
planing mills.
20 percent is sold to building merchants.
FEATURE The supply chain
LIVING LIFE
WITH WOOD
FRANCE IMPORTS 3.3 million cubic meters of
sawn softwood annually, according to the
Swedish Forest Industries Federation. SCA,
which exports sawn timber to France, is currently
promoting the use of wood together
with the Finnish and Swedish forest organizations
and the French wood organizations
Codifab and the National Committee for the
Development of Wood. “We are promoting
building with wood and living with wood,”
says Jacques Morand, managing director
of SCA Timber in France. “In this sense we
are not just encouraging wood for building
houses and buildings, but also encouraging
using more wood for swimming pools, decks,
furniture, insulation, cladding and so on.”
Although the French drive to use more
wood has affected volumes only marginally
so far, Morand expects to see more changes
in the future, with wood used more not only
in construction but as an element in industrial
components. “We see that this trend will
grow especially among young people today
who are thinking more about environmental
impact,” he says.
Wood, not only in houses.
SCA SHAPE 32011 32011 21

MARKET
AN ICON
GOES GREEN
The Empire State Building is one of the most famous skyscrapers in
the world, and many New Yorkers know the lights at the top of the building
change frequently to mark special occasions. What they don’t know is that
the most appropriate color choice these days might be green – since the
building’s management has embarked on a program to make the structure
more environmentally sound.
TORK ELEVATES
THE WASHROOM
TORK ELEVATION brand offers
a range of dispensers
for use in public restrooms.
The line includes 17 dispensers
for paper towels,
toilet paper, liquid soap
and air fresheners. The
dispensers were designed
by Thomas Meyerhoffer,
a Swedish-American designer.
Cindy Stilp, director of
Tissue Marketing and
Communications at SCA in
North America, says, “Tork
dispensers not only help
business owners maintain
cleaner and more effi cient
restrooms, but, like all Tork
products, do so with the
smallest environmental
footprint possible.”
TEXT: THETA PAVIS PHOTO: ISTOCKPHOTO
time, using its toilet paper and paper towels.
“We probably go through approximately 3,600
cases of toilet paper and paper towels a year, combined,”
says Dale DiDonna, director of custodial
services for First Quality Maintenance, the fi rm that
manages the building’s 120 custodial staff members.
DIDONNA, WHO HAS been in the business for 20
years, says the way facilities are cleaned and stocked
has changed dramatically. “The chemicals have gotten
less caustic. We’re getting away from bleach and
ammonia. Breathing this for 20 years is not good.
Environmentally, things have gotten better.”
W
hile much of the green-building
movement has focused on
new construction, there’s a
trend to turn existing structures
like the Empire State
Building into green spaces as well. “For existing
buildings, there is a rating system to measure
the building’s performance on such things as
energy, water effi ciency, waste management,
procurement, the indoor environment and
green cleaning programs,” says Josh Radoff ,
co-founder and principal of YRG Sustainability
and a member of SCA Tork Green

When management wanted to make sure their
paper products were part of their green strategy,
they turned to SCA. “They went out to bid, and this
is one of the best green companies as far as sustainability
goes,” says DiDonna.
The bottom line for building operators is that going
green means good business. “More of the focus
is now on technology and productivity, and trying
to get more of bang for their buck,” DiDonna says.
In addition, he says, “innovations in cleaning and
equipment reduce labor costs.”
Radoff , of SCA Tork’s Green Hygiene Council,
says green environments can keep a lid on labor
costs because the health of the workers reduces
absenteeism and increases productivity.
In addition, the Empire State Building’s green
strategies are attracting premier clients who want
to rent offi ce space there.
Hygiene Council.
At the start of this year, the management
of the Empire State Building announced
that it had become the largest
commercial purchaser of 100 percent
renewable energy in New York City.
They did it by purchasing energy
credits from wind power.
Another key way to improve the
environmental footprint of a building
is to take a look at the bathrooms,
since thousands of people
work in the Empire State Building
every day and millions of tourists
visit each year. With 102 fl oors of
offi ce space plus observation decks,
it’s a big job. Last year the building
began working with SCA for the fi rst
Approximately 21,000
employees work in the
Empire State Building
each day.
of work. If they are doing enough
things, they can earn enough points to
get certifi ed, with either silver, gold or
platinum levels.”
For the Empire State Building, SCA
was a great choice, since its products
are not only reliable but also help the
company earn LEED points. “There
is a fi ne line of balancing quality with
greenness,” says Jordan Sedler, president
of Paper Enterprises, a pioneer
distributor based in New York. Paper
Enterprises helped connect SCA
with the Empire State Building, and
Sedler expects more buildings will be
looking to go green in the future, with
educational institutions such as colleges
leading the pack. “Real estate
and lodging are probably ahead of the
curve compared to commercial buildings,
with health and food services
coming up behind it,” he says.
FROM GREEN TO GOLD
WHETHER IT’S A new edifi ce or an existing
structure such as the Empire State
Building, which marks its 80th anniversary
in 2011, green buildings can’t
just claim to be bastions of environmentalism.
Instead, they need some
kind of third party verifi cation, the most
prominent of which is the internationally
recognized Leadership in Energy
and Environmental Design (LEED) suite
of rating systems, developed by the US
Green Building Council.
“For existing buildings, the more that
they can have a sustainable procurement
policy, such as buying recycled
goods and green cleaning products,
the more they can earn points towards
their LEED certifi cation,” says Josh
Radoff of Tork’s Green Hygiene Council.
“LEED requires the tracking and
documentation of actual building performance
– not an insignifi cant amount
The building has
70 miles (113 km)
of pipe, and about
9,000 faucets.
The building
was completed in
one year and
45 days.
SCA SHAPE 32011 23

FEATURE
24 SCA SHAPE 32011
TO SCENT
OR NOT
TO SCENT
Do you fi nd perfume soothing and luxurious?
Or do you consider it a chemical additive you’d
just as soon avoid? Chances are, your attitude
is linked to where you live. TEXT: NANCY PICK
CULTURE PLAYS a strong role
in scent preferences. North differs
from South, and East diff ers
from West. “Within Europe,
you fi nd quite broad diff erences
in fragrance preferences,”
says Stephen Weller, director
of communications for the International
Fragrance Association in
Brussels. “People naturally have strong
attachments to certain smells because
they’ve grown up with them,” he says.
“Your nose is connected directly to your
limbic system in the brain, and so you
immediately respond to smells in an
emotional way.”
Generally, people in Mediterranean
countries like fragrances familiar from
their local fl ora, including citrus, lavender,
rose and jasmine. Where the weather
is warm, people spend more time outdoors,
and they tend to wash more frequently.
Because they shower often, they use more body
products – generally light ones like body splashes
and eaux de toilette, rather than longer-lasting perfumes
that would be washed off anyway.
Even laundry products create strong attachments.
“In Marseille, there’s a lavender soap whose
scent simply cannot be changed,” Weller says.
Once when the manufacturer tried tinkering with
the formula, he says, customers got very upset.
The soap was returned to its original state, with its
familiar smell intact.
CERTAINLY, THE FRENCH love perfume. Italy is
another Mediterranean country with a strong
fragrance tradition. In fact, the word perfume
comes from Latin – per fumare, through the smoke,
referring to incense. The ancient Romans slathered
themselves in aromatic oils, and perhaps that tradition
infl uences Italian sensuality even today.
By contrast, Weller says, in northern Europe
“you’ll fi nd a lot more grassy, mossy, woody
smells.” And for products close to the skin, Scandinavians
often prefer them with no scent at all.
“There’s certainly a trend in Sweden and Denmark
against any sort of chemical contact,” Weller says.
“They have a tendency to ban or restrict certain
materials in their cosmetics, and also in food.
You’ll defi nitely fi nd that Scandinavians have
a much stricter attitude toward chemicals
of all kinds.”
PHOTO: GETTY IMAGES, ISTOCKPHOTO

SCA adapts
TO CULTURE
In Mexico, SCA’s popular Saba Confort pads contain the
scent and extract of chamomile fl owers. In France, SCA’s
Libresse Natural pads come with the chamomile extract –
but without any fragrance.
W
OMEN, it turns out,
have distinct preferences
in scents
depending on
their culture. And
those preferences extend right down
to, well, the sanitary pads they place
in their undies. SCA targets its products
to suit women’s preferences.
“Scandinavians tend to be very
rational and functional on matters
of feminine hygiene,” says Victor
Niembro, SCA portfolio director for
feminine-care products in emerging
markets. “They dislike scented products,
because they’re suspicious that
they might cause skin irritation.”
“By contrast”, he says, “women in
emerging markets are more emotional.”
They appreciate scented pads for
odor control, especially if the fragrance
is linked to a “good-for-you” ingredient
like chamomile, known to be soothing
and benefi cial for the skin.
IN THE MIDDLE EAST, SCA recently
launched its line of scented pads with
extracts of chamomile and aloe vera.
SCA is now testing scented pads in
Malaysia and Tunisia.
In Mexico, the chamomile fl ower
is a popular home remedy, whether
you have irritated eyes or an upset
stomach. In 2003, when SCA intro-
TEXT: NANCY PICK
duced its Saba Confort sanitary pads
scented with manzanilla – chamomile
– sales took off .
“IT WAS A BREAKTHROUGH,” says
Ivette Medrano, group manager in
feminine care at SCA in Mexico City.
“The consumer already understood
the qualities of chamomile, and that’s
the main reason why these
products have been so successful.”
SCA’s chamomile line
now represents 20 percent
of its sanitary pad sales,
and the company off ers a
full portfolio, from scented
panty liners to nighttime
pads. The top sheet of the pad
contains both fl ower extract and
fragrance.
IN ITALY, SCA actively promotes
fragrances. SCA’s Tempo brand
was the main sponsor in 2011 of
Bologna’s International Smell
Festival, dedicated to the culture
of smell and the art of perfumery.
Tempo introduced its scented toilet
tissue to the Italian market in 2010,
and some of SCA’s Nuvenia sanitary
pads in Italy come delicatamente profumato,
lightly perfumed. Just don’t
tell the Scandinavians...
“In Mexico, the
chamomile fl ower
is a popular home
remedy.”
Chamomile is
often used in teas,
commonly to reduce
stress and help
with sleep.
MARKET
DID YOU KNOW
THAT CHAMOMILE is
the national fl ower
of Russia?
SCA SHAPE 32011 25

*
In the last 10 years,
SCA has used
12 billion pounds
of recycled paper to
make its Tork ® towels,
tissue, and napkins
in North America.
That’s equal to the weight
of 1.5 million elephants.
Sometimes big steps
are needed to make a
lighter footprint
Is your business or school using sustainable products from SCA?
Sign up for a free Tork product trial at talktork.com and lighten
your environmental footprint.
© 2011 SCA Tissue North America LLC. All rights reserved.
® Tork is a registered trademark of SCA TIssue NA, LLC or its affiliates

TECHNOLOGY
illusion
Grand
SCA SHAPE 32011 27

The word
“anamorphosis” is
derived from the Greek
prefi x ana-, meaning
back or again, and the
word morphe,
meaning shape
or form.
28 SCA SHAPE 32011
What we see is what we believe. That’s why
a fl at image can look like 3-D and why quite
ordinary boxes can look stunningly exciting
just by tricking the eye. Could optical illusions
be the next trend in bestselling packaging?
TEXT: SUSANNA LINDGREN PHOTO: GETTY IMAGES, SCA
A
N ANAMORPHIC IMAGE is one that is
optically distorted. Gergely Király,
a Hungarian who is now a junior designer
at SCA, impressed the jury at
a packaging design competition with
an anamorphic vacuum cleaner box. The packaging
is made from regular corrugated board, meeting
standard measurements and requirements. It’s the
labels on the outside that create the illusion and
make the box look transparent from the viewer’s
perspective and make the image of the vacuum
cleaner look three-dimensional.
The anamorphic trick is hardly a new invention.
The Old Masters used it to create special eff ects
in their paintings or to make up for architectural
shortcomings by painting vaults where the ceilings
are actually fl at. The technique is the same, regardless
of whether it is used on a mural or a box. The
trick is created by making a pre-distorted image
that, when viewed from a certain angle, will gen-
erate an optical illusion and produce the desired
visual eff ect.
“It’s an illusion that transforms our view of reality
and cheats our senses, making us unsure of our
perception and uncertain whether what we see is
the reality or something else,” says Attila Takács,
head of the SCA Design Centre Budapest, working
with customers in Hungary and Slovakia.
“There is defi nitely a trend toward more exciting
packaging, and this off ers a great opportunity to
grab customers’ attention, which is getting harder
and harder to do through conventional packaging
or advertising,” he says.
Takács thinks anamorphic packaging may be a
future trend adapted by marketing specialists, as
the optical illusion makes customers stop and look
again to decode if what they see is the real thing or
just a trick of the eye.
The scientifi c explanation of an anamorphic optical
illusion is an image that can have more than one
So-called “fl oor stickers” are distorted
images that lie fl at on the ground to create
a 3-D impression. This man is making a
fi ctitious hole in the road.

A convex form with special
graphics makes a concave
impression.
meaning by being viewed from diff erent angles. To
create this eff ect on a rectangular box, the original
graphic on the front is replaced by an image that has
been distorted with the help of a computer program.
On the fl at unfolded packaging, both letters and
picture look odd, but when it’s folded and studied on
the shop shelf, the eff ect is a 3-D image.
Over the past 100 years, scientists have unravelled
the coding of the psychological process of perception,
Takács says. The answer seems to be that
our senses create the illusion as long as we have an
objective measure to compare with what we realize
we should see, whether it is reality or an illusion.
The optical illusion is the result of a kind of disharmony
created between the receptors in our brain
and the incoming stimulus. What we see is processed
by the retina and sent on to relevant parts of
the brain, which simplifi es what we see and creates
the illusion of what we think we see, he explains.
“I believe this new type of attraction-seeking
packaging is a good alternative to using the colorful
and glossy packaging that tends to be quite expensive,”
Takács says. “The packaging with a 3-D
image is less expensive to produce as the graphics
are made on printed labels, making it a hybrid between
high-quality off set packaging and conventional
fl exo printed corrugated boxes.”
TECHNOLOGY
SCA PLAYS WITH LEGO
The anamorphic vacuum cleaner packaging
has so far only been created as
a sample and a mock-up to a thesis by
Gergely Király to illustrate his ideas.
Last spring the packaging was submitted
to an internal design competition,
where it won second prize.
The anamorphic vacuum cleaner
packaging inspired the SCA Design
Center to further investigate the possibilities
of using optical illusions to make
the packaging more attractive. At the
LEGO Opportunity Fair in Denmark this
spring, SCA presented a dynamic illusion
on LEGO packaging that attracts
attention with moving graphics.
While the vacuum cleaner packaging
only used fl at surfaces and distorted
graphics to create the 3-D effect, the
LEGO box had a convex front. But the
front was decorated with graphics that
trick the eye into believing it is actually
concave, and the graphic seems to be
moving when you pass by. It’s anotherattraction-seeking
package
that has
received
a lot of
attention
when exhibited.
SCA SHAPE 32011 29

SHAPE UP
PHOTO: WIKIPEDIA
30 SCA SHAPE 32011
FROM THE MOST
EXQUISITE …
LOOKING FOR AN UNFORGETTABLE RESTAURANT? Why
not visit Noma in Copenhagen, considered to be the
best in the world? The ranking is made by the British
magazine Restaurant, which produces an annual list of
50 restaurants ranked to be among the best in the world
based on a poll of international chefs, restaurateurs,
gourmands and critics.
THE WORLD'S 50 BEST RESTAURANT (TOP 10)
RANK RESTAURANT COUNTRY
1 Noma Denmark
2 El Celler de Can Roca Spain
3 Mugaritz Spain
4 Osteria Francescana Italy
5 The Fat Duck UK
6 Alinea USA
7 D.O.M. Brazil
8 Arzak Spain
9 Le Chateaubriand France
10 Per Se US
…TO THE MOST
ECCENTRIC
HOW ABOUT A DIFFERENT kind of
unforgettable restaurant? You may
have already tried imitation prisons
and ersatz hospitals but, how about
a restaurant with a toilet theme?
When the American magazine Food
& Wine ranked the world’s weirdest
restaurants, the winner was Modern
Toilet in Taiwan. Guests are seated
on standard-sized toilets and food
is served out of miniature ones. The concept has been
highly successful, and more restaurants will open in
China and other parts of Asia.
MORE HUES
TO CHOOSE
The color wheel just
got bigger. The color
system Pantone has
added 175 new colors
to its Pantone Fashion+
Home Color System,
bringing its total to
2,100 shades. All color
families were expanded
and now include a
broader range of neutrals
and mid-tones, an
increased number of vibrant
brights and more
subdued and smokier
variations of popular
colors. www.pantone.
com/newcolors
PHOTO: SCANPIX

PHOTO: ISTOCKPHOTO
1,000,000,000 TREES
BY PLANTING a billion trees, the conservation
organization The Nature Conservancy aims
to save Brazil’s Atlantic Forest. More than
85 percent of the forest has been cleared
over the last few centuries, and what remains
is highly fragmented. The remaining
part is still among the biologically
richest and most diverse forests in the
world and is home to a large number of species
that are found nowhere else on Earth.
By stitching together a mosaic of land through the tree
plantings, The Nature Conservancy plans to restore 30
million acres of the forest. Read more:
www.plantabillion.org
CHINA DRAINS WHISKEY SUPPLY
MALT WHISKIES are booming globally, especially in
rapidly growing economies such as China, India and
Russia. China's growing taste for good Scotch is actually
causing a global shortage of 12-year-old and older
malt whiskies, and distilling companies in Scotland have
been forced to ration supplies, reports Advertising Age.
DID YOU KNOW...
...that US president
Barack Obama proclaimed
September to
be National Prostate
Cancer Awareness
Month.
Wooden bridge
A 240-METER-long
wooden bridge for pedestrians
and cyclists
is being constructed
in southern Sweden.
When fi nished, the
bridge will be one of
the longest made of
wood in the country.
The suspension
bridge will cross one
of Sweden’s major
highways and connect
a residential area with
a shopping center. The
work will be completed
in early 2012.
Wooden tablet
WHAT DO YOU GET if
you combine the latest
technology with luxury
design? Maybe an iPad
made out of African
blackwood completed
with Apple’s “brand
apple” in 18K gold.
The wooden iPad is
designed and manufactured
by Russia's
Gresso and the price
is still undisclosed but
most certainly high.
SCA SHAPE 32011 31

OUTLOOK
32 SCA SHAPE 32011
Jake Symmonds –
an artist with skin
as his canvas.

INK
PASSION
No one quite knows when
tattoos went mainstream, but it’s
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 up
can be a big job.
TEXT: MERVYN CHARLES
PHOTO: SVANTE ÖRNBERG
SCA SHAPE 32011 33

OUTLOOK
TATTOO
TISSUE
Tattoo studios
consume tissue
paper. Every tattoo
must be wiped
free of blood and
excess ink as the
work progresses.
Jake Symmonds’s
studio uses Plenty,
a household towel
from SCA that in his
opinion is “the only
paper that’s up to
the job.” “It’s the
only stuff that’s absorbent
enough,”
Jake’s colleague
Rob Gibbens says.
34 SCA SHAPE 32011
JAKE SYMMONDS is a walking advertisement
for his craft. Intricate patterns and shapes
weave their way down his right arm. A stylized
bull struts on his left. Hints of more artistry
peek from underneath a black T-shirt.
Jake, in tattooist parlance, has got a lot of ink.
He’s also got a lot of customers. Business is
booming at the high street tattoo parlor in the
small southern English resort town of Selsey that
he runs with his partner Michelle Salmon.
Kenny is first in this morning. He’s a builder
who works out, a big lad with big muscles – a large
canvas. Today Jake is painstakingly inking in a religious
motif on Kenny’s left bicep, a pair of women’s
hands clasping a rosary. Kenny grimaces occasionally
as Jake’s needle strikes a sensitive spot under
three layers of skin. But he’s used to it by now. Kenny’s
back and chest are adorned with Jake’s work:
a Japanese warrior, a phoenix, pictures of his wife
and children. By the end of the week both arms will
be covered in permanent designs.
Rob Gibbens is watching from the other side of
the room. He rents space at the Selsey Tattoo Studio
and has his own clients. Rob prefers the more solid,
graphic “tribal” style that embellishes his own arms
and legs. But he’ll do anything a client wants, and
his first job today is for Lisa, a 30-year-old on holiday
who wants a design of flowers and butterflies on her
right foot. She confesses to being a little nervous.
“You can scream and you can shout, and you can
take the Lord’s name in vain,” Rob tells her. “Just
don’t kick me in the face.”
It’s not entirely clear when tattoos went mainstream.
It’s been a while since they were the pre-
serve of sailors, gangsters and convicts, and Jake
reckons he works on as many women as men. A new
era has brought new styles, and some of his work is
repair work, covering up the results of adolescent
impulse. The naked woman on Kenny’s right shoulder
blade is still discernible, but only just.
Lucy, who’s 22, wants to lose the rose on her
left thigh. She’s had it since she was 14, and it has
faded. Jake goes to work with swirls and butterflies
in blues and pinks, while Lucy lies back and sends
texts from her mobile. She’s got five tattoos already,
she says, and this will be the last. Well, maybe. She
considers for a moment.
“The first one I got done was probably because
every one was having them done. Now I’m addicted.”
WHAT JAKE AND ROB OFFER is twofold. First, it’s a
unique piece of art, tailored to the individual. Second,
it’s a way of making people feel good. “Once
you’ve had one done, it’s so nice you want more,”
says Lisa as she contemplates the butterflies on her
foot. “They’re addictive.” She’s the second person
to say that today.
But tattooing doesn’t leave much room for regret.
That ink is pretty hard to get off, and laser treatment
is as painful as the original tattoo work by all
accounts. So Jake and Rob are careful with some
requests. Anything goes, but sometimes only after
a period of reflection.
“We’re not keen on doing hands and necks on
youngsters,” says Jake. “So if they come in and
want something quite outlandish we advise them
to pin it on the fridge and look at it every day for six
months. We try and make them think about it.”

Rob Gibbens prefers tribal tattoos.
And tissue that doesn’t fall apart
while working.
OUTLOOK TATTOOR
SCA SHAPE 32011 35

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ECONOMY
TREASURED
NEIGHBOR
THE NORWEGIAN oil fund, known offi cially as the
Government Pension Fund – Global, is the largest
sovereign wealth fund in the world, according to
the US research fi rm Monitor Group. The fund is
managed by the country’s central bank, Norges
Bank, and currently has assets of a mind-boggling
3,500 billion Swedish kronor (550 billion US dollars).
The money comes from the net proceeds from
the country’s oil industry as well as from the return
on the fund.
THE NORWEGIAN MINISTRY of Finance has determined
that the oil fund should have 60 percent of
its assets in equities, 35–40 percent in fi xed income
instruments and 5 percent in real estate. The fund
may only invest outside Norway, and half of the
equity portfolio should be invested in Europe,
35 percent in the Americas, Africa and the Middle
East, and the remaining 15 percent in Asia and
Oceania.
At the end of the fi rst quarter of 2011, the fund
had equities worth roughly 2,100 billion Swedish
kronor and was a shareholder in as many as 8,697
listed companies. Its largest holdings are in Royal
Dutch Shell, HSBC Holdings, Nestlé, Vodafone
Norway’s oil fund has risen up
the ranks to become one of SCA’s
major shareholders. The fund,
with assets of about 3,500 billion
Swedish kronor, has over 5 percent
of the capital stock in SCA.
TEXT: GÖRAN LIND PHOTO: ISTOCKPHOTO
and Exxon Mobil. The fund has grown sharply
since its launch in 1990. By 2000, the fund’s market
value was some 500 billion Swedish kronor. In
2004, it exceeded 1,000 billion Swedish kronor.
Last year, when the fund had a return of nearly 10
percent, the fund’s assets increased by 800 billion
Swedish kronor to about 3,500 billion Swedish
kronor.
“Even though the goal is not to be biggest, it is
always nice to see the fund grow,” Norwegian Finance
Minister Sigbjörn Johnsen told the Norwegian
business daily Dagens Näringsliv. “A steadily
growing fund means that we have more money for
good causes in the government budget. My goal is
to have the Government Pension Fund be the best
managed fund in the world.”
AND NOW the Norwegian oil fund is a major shareholder
of SCA. In June, the fund disclosed holdings
of 5.03 percent of SCA’s share capital and 6.61
percent of its votes. That makes the Norwegian
government the third-largest owner in terms of
votes, after the holding company Industrivärden,
which has close to 30 percent of the votes in SCA,
and Handelsbanken with 14 percent.
THE
NORWEGIAN
OIL FUND
Manages the Norwegian
government’s
revenues from oil
operations
Was established
in 1990
Has assets of 3,500
billion Swedish
kronor, with roughly
60 percent of this in
equities
Had a return of
9.6 percent in 2010. In
2009, the return was
25.6 percent, while the
value fell by 23 percent
during the 2008
fi nancial crisis year.
SCA SHAPE 32011 37

12 HOURS
Being head of the SCA Personal Care plant
in Quebec, Canada, Michelle Poirier is a
busy woman. This is Michelle describing an
ordinary work day (well, almost ordinary).
38 SCA SHAPE 32011
DV Plant Manager
Michelle Poirier
Name: Michelle Poirier.
Work: MICHELLE SCA Personal POIRIER Care North America,
Drummondville (Quebec), Canada – Manufacturing
TENA Incontinence Products.
Years in the company: since 1997.
Family: 2 children; Elizabeth, 4, and
Charles-Antoine, 7.
Age: 44.
Hobbies: Activities with the children, such as
swimming and bicycle riding.
This is Michelle in her offi ce,
having her fi rst coffee cup to
kick off the day.
with Michelle Poirier
“June 22nd. This day was not a typical
day, but it was very important because
we had visitors – key decision-makers
from six large regional purchasing
groups. It is always a challenge to present
children in the car.
to customers and make sure we
deliver the message, so they leave the
room with a good understanding of
who we are and how dedicated we are
to our customers.”
Wednesday:
Don’t forget
Charles-Antoine’s
swimming gear!

Presentation –
customer visit
Michelle presents the SCA Drummondville
factory to health-care customers, giving
them general information about the
factory's history and day-to-day activities.
Attending 3-D movies is one of
Michelle's kids' favorite activities.
They all had a good time seeing
Rio at the movie theater.
3D movie – Elizabeth &
Charles-Antoine
Plant – in-depth look
at TENA
Lunch 2 – customer visit
12 HOURS
Product mat core forming
is always an important
topic for customers.
Michelle talks to them
about pulp fi berization and
mat core integrity in relation
to the forming section.
“ It is as important to me
as for the crew members to
be involved in the tour. We
want the customers to feel
our commitment and have
them confi dent about our
manufacturing process and
products.”
Lunch 1 – customer visit
Michelle welcomes the
group at a cocktail reception.
The event took place at the
Golf & Curling Club in Drummondville,
only 10 minutes
from the SCA factory. On June
22nd and 23rd, 45 to 50 guests
were present each day.
“ A day like this can only be a
success if we create a partnership
within the different SCA
group functions (Manufacturing
– Sales – Marketing) and
the customers.”
SCA SHAPE 32011 39

Antarctic tissue
TORK MAY BE ONE of the most remotely located
tissues in the world, as it’s found in the facilities
at Scott Base, Antarctica. Scott Base
mainly provides services and accommodation
for research parties. As a long-term
partner, SCA has supplied the base with
Tork hygiene products for a decade. Products
and tissues are carefully selected to
help reduce waste and storage, both critical
factors when managing a site in such an isolated
part of the world.
The Antarctic environment is very fragile, so
no waste stays on the ice – it is all shipped back
to New Zealand for recycling or disposal by the
same boat that drops off the supplies.
40 SCA SHAPE 32011
REPLANTING
REFUGEES
FINDING A JOB as a refugee in a new country is not
easy. SCA is involved in a project in Arvidsjaur in
northern Sweden that helps Somalian refugees
get jobs.
Together with local government bodies and the
forestry company Allmänningen, SCA leads an afforestation
project for refugees from Somalia. The
project involves fi ve days of theory and practical
training in the forestry business.
“We bring plants and land where they can practice,”
says Rikard Rödlund from SCA. “There’s
always a need for trained tree planters.” He hopes
SCA will have jobs to offer during the autumn.
PHOTO: HAYDEN HARRISON
Sun setting February 22,
2010 at Scott Base.

SCA INSIDE
WIND HARVEST
THIS SUMMER, SCA initiated
construction of 40 wind
power stations in Sweden in
cooperation with Norwegian
Statkraft.
“The park will provide clean,
renewable energy over a long
period of time and contribute
to a better climate”, says
Jakob Norström, CEO of Statkraft
SCA Vind AB.
Mörttjärnberget, where the
power stations will be built, is
the fi rst of seven wind farms
STOCKING UP
in toilet shops
BY PARTNERING with
Dutch 2theloo, SCA
turns a visit to a public
washroom, or toilet
shop, into a pleasant
experience.
Public toilets can be a
nuisance. A lack of paper
and inadequate hygiene are just
two potential sources of irritation when you’re in
need of a restroom. A new concept from the Netherlands,
called 2theloo, makes a visit to the toilet
a unique and fun experience. A start-up company,
2theloo operates a chain of “toilet shops”
in high-traffi c areas such as big shopping streets,
department stores and train stations, and SCA is
onboard.
A contract initiated by some Dutch business
groups is being rolled out internationally, as-
suring that all the big SCA brands are present,
with Tork providing the full range of washroom
products.
Visitors can buy Libresse, TENA, Edet or Tempo
products and various other small necessities in
the 2theloo shop. When visitors pay for the use of
the toilet, they receive a voucher that can be used
toward any purchase from the shop.
The fi rst toilet shop opened
in Amsterdam in February.
In Spain and Portugal,
the 2theloo formula
has been sold to
franchisees, and an
accelerated rollout
is expected in shopping
malls with a
total of more than 10
million visitors a year.
that Statkraft and SCA want
to build. When the project is
complete, it will be the biggest
wind power project ever built
in Sweden, including 490 turbines
with a wind production
capacity of 2,600 GWh.
Statkraft SCA Vind AB,
SSVAB, is 60 percent owned
by Statkraft and 40 by SCA.
The total investment is
estimated at 16 billion kronor.
Three of the seven farms have
been approved so far.
DESIGNER
FOR A DAY
THIS SPRING, Libero
consumers got a
chance to become
designers of sun
hats. The Nordic
websites of Libero,
SCA’s baby diaper
brand, invited visitors
to use an online
drawing tool to create
a customized
child’s beach hat.
More than 18,000
hats were designed
by consumers in
Sweden, Norway,
Denmark and Finland.
Then a jury
named a winner
from each country.
The winning
sun hats will be
available for sale in
Scandinavia from
mid-June.
SCA SHAPE 32011 41

Conversation starter
ALL BLACKS IS
THE NEW BLACK
RUGBY IS THE national sport of
New Zealand. Although New
Zealand is a small country, its All
Blacks have the highest record
of any national team in the world.
SCA is proud of New Zealand’s
accomplishment. To express its
Kiwiness, SCA is supporting the
All Blacks by going “all black”
in a limited edition of Treasures
diapers. Apart from the black
packages, these consist of the
Kiwi Treasures Fernie character
on the front of the diaper and a
variety of supporter phrases or
jersey numbers on the back.
42 SCA SHAPE 32011
“I KNOW I’M NOT the 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 women
with bladder weakness conducted by SCA in Atlanta in the US.
To address this problem SCA has built the traveling TENA Conversation
Couch. It’s a colorful oversized couch that provides a comfortable
platform for sharing experiences with other women and
experts on incontinence. SCA is bringing the TENA Conversation
Couch to events throughout the US and Canada to interact
with women and put a diffi cult topic in the spotlight.
“ One in four women suffers from bladder weakness,
and nearly 40 percent with symptoms have never
discussed their condition with anyone, including
their doctor.” Source: Journal of the American Medical Association
Interested in the All Blacks rugby team?
See www.allblacks.com

IN THE WAKE of a series of destructive tornadoes
that have struck the southeastern United States,
SCA has donated products to the hardest-hit
areas.
Initially SCA donated money to the American
Red Cross to support relief efforts. Based on
requests from the Red Cross, SCA also donated
products such as paper towels, napkins and
TENA products.
Besides the corporate effort, SCA gave employees
a way to donate to recovery contribution, and
SCA pledged to match all employee donations.
Feeding America, a US organization that strives
to feed America’s hungry, also received hand
soaps and anti-bacterial hand sanitizers from SCA.
RELIEF FOR
TORNADO VICTIMS
RACE AGAINST CANCER
SABA, SCA’S BRAND for feminine care
products in Mexico, invited all Facebook
fan-page members to join the
footrace “Huellas” (footprints) along the
Gandhi Circuit, a recognized avenue in
Mexico City, on May 22 nd .
The race was organized by the
Cim*ab foundation to support breast
cancer detection. More than 5,000
runners participated.
SCA supported the runners during
the event, giving away T-shirts and
pink wristbands, as well as a product
kit to the 15 winners of this year’s race.
SCA INSIDE
PHOTO: GETTY IMAGES
SCA SHAPE 32011 43

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