SCA magazine Shape 3 2011 English

SCA magazine Shape 3 2011 English














SCA digs sustainable power


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.


Camilla Weiner

Managing Editor

Marita Sander


Anna Gullers, Göran Lind,



Cecilia Farkas, Appelberg


Sörmlands Grafi ska AB.



SCA, Corporate Communications,

Box 200, 101 23 Stockholm,


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









2 SCA SHAPE 32011



SCA digs sustainable power




Cover photo: Istockphoto

Tattoo: Lindalovisa Fernqvist




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.



commercials and videos from SCA’s

press conferences, presentations

and interviews with executives and

employees. is intended for

attracting talent, engaging users and

providing information in a way that


provides a good summary of everything

happening at and

in SCA’s social media. The aim is to

provide various users, journalists and

bloggers with relevant information.

is for investors and analysts, who

can download presentations from

quarterly reports and annual general


makes some 50 publications available,

including SCA’s sustainability report,

its “Hygiene Matters” report and

Shape magazine.

supports the launch of the global

report “Hygiene Matters” with images.



A variety of sustainable energy sources are in development.


SCA turns foresting scraps into renewable energy.


There are no borders for Dr. Heike Haunstetter.


French constructors are using more wood in houses.


The Empire State Building is making a smaller carbon footprint.


Where you live may aff ect what fragrances you like.


Tricking the eye is a good way to make packaging stand out.


Shape paid a visit to Jake Symmonds’ tattoo parlor.


NORWAY’S OIL FUND stocks up – p. 37

12 HOURS with Michelle Poirier – p. 38

NEWS FROM SCA – p. 40– 43

DO YOU KNOW... 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



SCA Energy looks at

cutting-edge ways to

convert forest components

into energy-rich


Two recent acquisitions have

given SCA a strong hygiene

portfolio in Turkey.



SCA SHAPE 32011 3




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.






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




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.



Statkraft SCA Vind AB´s estimated total

investment in the new wind farm

(read more on page 41)

SCA will now

have a complete


care product

portfolio in


Jan Johansson,






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,



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.


Operating profi t, excluding restructuring costs, decreased by 5%

(increased by 1% excluding exchange rate effects) to SEK 4,262m,


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:



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:



The Norwegian company

Fred.Olsen Renewables

and SCA form a

jointly owned company

to focus on constructing

a wind farm on SCA’s





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.




A newsprint paper

machine in Ortviken,

Sundsvall, will be rebuilt

to allow production of

improved newsprint, an

investment totalling

SEK 350m.



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



SCA SHAPE 32011 7


Hydro power

Green power

Solar power



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


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


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


10 SCA SHAPE 32011




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.



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


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






SEK 800M





The fuel component

was the little brother.

It wasn't much talked


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


SCA is

thinking renewable

across the globe...


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.”







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



14 SCA SHAPE 32011


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.


Also by year’s end, the

Austrian plant plans to start


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





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-


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




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.

We know the feeling

comfort and protection




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.



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 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 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




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:


SCA SHAPE 32011 17


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


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


in the field

with relatively



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


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 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


The demand

for wood isexpected

to increase even more

in 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.


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 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



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




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 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.”


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.”


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.


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


24 SCA SHAPE 32011




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.”


SCA adapts


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.


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.


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-


duced its Saba Confort sanitary pads

scented with manzanilla – chamomile

– sales took off .


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


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


Chamomile is

often used in teas,

commonly to reduce

stress and help

with sleep.




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 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




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?



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


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.”



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


that has


a lot of


when exhibited.

SCA SHAPE 32011 29



30 SCA SHAPE 32011




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.



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




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.



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.




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:


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.


...that US president

Barack Obama proclaimed

September to

be National Prostate

Cancer Awareness


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


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


32 SCA SHAPE 32011

Jake Symmonds –

an artist with skin

as his canvas.



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.



SCA SHAPE 32011 33




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


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.


SCA SHAPE 32011 35

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Why not get to know us for our Print?

Scan this QR code

with your smartphone




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


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.


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


“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.




Manages the Norwegian


revenues from oil


Was established

in 1990

Has assets of 3,500

billion Swedish

kronor, with roughly

60 percent of this in


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


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.”


Don’t forget


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 &


Plant – in-depth look


Lunch 2 – customer visit


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


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



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.


Sun setting February 22,

2010 at Scott Base.



THIS SUMMER, SCA initiated

construction of 40 wind

power stations in Sweden in

cooperation with Norwegian


“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


in toilet shops


Dutch 2theloo, SCA

turns a visit to a public

washroom, or toilet

shop, into a pleasant


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


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


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.




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


SCA SHAPE 32011 41

Conversation starter



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?


IN THE WAKE of a series of destructive tornadoes

that have struck the southeastern United States,

SCA has donated products to the hardest-hit


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.




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 SHAPE 32011 43

Tunnare för ökad rörelsefrihet.

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