Nº 3.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS SHAPE THE SECRET BEHIND SCENT SELECTION WIPING UP AFTER TATTOOS PACKAGING THAT REALLY POPS 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 Grafiska 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 reflect the views of the editors or SCA. You can subscribe to SCA Shape or read it as a pdf at www.sca.com. Nº 3.2011 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS SHAPE WIPING UP AFTER TATTOOS THE SECRET BEHIND SCENT SELECTION PACKAGING THAT REALLY POPS RENEWABLES BY DESIGN SCA digs sustainable power Cover photo: Istockphoto Tattoo: Lindalovisa Fernqvist 2 SCA SHAPE 32011 NANCY PICK CO2 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. Slideshare.com/SCAeveryday is for investors and analysts, who can download presentations from quarterly reports and annual general meetings. Facebook.com/SCA is intended for attracting talent, engaging users and providing information in a way that complements sca.com. Scribd.com/SCAeveryday makes some 50 publications available, including SCA’s sustainability report, its “Hygiene Matters” report and Shape magazine. 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. Flickr.com/HygieneMatters supports the launch of the global report “Hygiene Matters” with images. 10. 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 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. 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 affect 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 Rob Gibbens at the Selsey Tattoo Studio knows the importance of high quality tissue. 26. DO YOU KNOW... ...how long it took to build the Empire State building? See page 22. SCA SHAPE 32011 3 UPDATED “SCA will now have a complete personal care product portfolio in Turkey,” Jan Johansson, CEO of SCA. Tunisia Turkey Turkey TEMPO GOES TO TUNISIA KOMILI – A TURKISH DELIGHT... SCA’S TISSUE BRAND Tempo just expanded KOMILI, THE FOURTH LARGEST PRODUCER of baby dia- into Tunisia with the first 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 midFebruary, 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. pers 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 fields 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. ... AND SAN SAGLIK COMPLETES PORTFOLIO 2,500 SCA: PROFIT BEFORE TAX 2,000 1,500 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. 16 BILLION SEK 1,000 Q3 Q4 2009 Q1 Q2 Q3 Q4 2010 SCA's profit before tax, excluding restructuring costs, quarterly results(SEKm) 4 SCA SHAPE 32011 Q1 Q2 2011 Statkraft SCA Vind AB´s estimated total investment in the new wind farm (read more on page 41) UPDATED 6 MAY 2011: GREEN ROUNDTABLE 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. “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. INCREASED EARNINGS PER SHARE Operating profit, 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 flow from current operations was SEK 1,840m (2,816). Compared with the first 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. 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 y g r e n e e r u for fut 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. TEXT: NANCY PICK PHOTO: GETT Y IMAGES AND ISTOCKPHOTO 6 SCA SHAPE 32011 HING SCA SHAPE 32011 7 FOCUS: RENEWABLE ENERGY Solar power Hydro power E UROPE IS PARTICULARLY ambi- Green 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 efficiency 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 Wind power 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 finance 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 efficiency while lowering costs. Currently, solar cells with efficiencies above 30 percent remain extremely expensive and are used mainly in aerospace. Mass-produced solar cells are typically only 10 to 15 percent efficient. 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 different approach. It uses genetically modified 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 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 “There’s no one type of energy that is perfect.” 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 efficiency 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 efficient solar panels any time soon,” Kelzenberg says. “We’re fighting against wellknown laws of thermodynamics that make it very difficult 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 costeffective solar cell.” With a little luck, Kelzenberg could be part of the team that does it. SCA SHAPE 32011 9 FEATURERENEWABLE ENERGY FOCUS: FU 10 SCA SHAPE 32011 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: GETT Y 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 The fuel component was the little brother. It wasn't much talked about. Åke Westberg 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 SCA’S forest for about a year. After that, you chip ANNUAL SALES it and take it to the customer.” OF RENEWABLE Where conditions are too boggy for ENERGY ARE trees, peat may thrive. An early stage of ALREADY ABOU T coal, peat contains plenty of energy. SEK 800M “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 this year. “We say it’s slowly renewable, because it takes some time to replace itself.” Harvesting involves fluffing 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 fluffed. “We do that all summer. Then when the winter comes, we supply our customers, who burn it.” Production could be increased substantially. SCA OWNS 2.6 MILLION HECTARES OF FORESTLAND 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 efficient 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 different 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, Ger- many, 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 first 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-fired plant, SCA has reaped both economic and environmental benefits 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 flue gas cleaners to Witzenhausen 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 POLAND Oława COAL-FREE POWER 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 first 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 (RheinischWestfälisches Elektrizitätswerk) certifies 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 GEOTHERMAL ENERGY NEW ZEALAND Since the summer of 2010, SCA’s paper fac- Ortmann AUSTRIA POWER FROM BIOGAS 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 filtering, 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 Näsåker fall of 2011. Also by year’s end, the Sundsvall 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 market.” SWEDEN 14 SCA SHAPE 32011 tory 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 field 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-fired boilers have been closed down and mothballed.” Kawerau Changing over to geothermal steam was relatively 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 CO 2 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 five 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. period it’s your New Libresse tampons. To open, simply twist. We know the feeling comfort and protection 10 QUESTIONS 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 WORK IN THE TIME OF CHOLERA 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 fighting 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. 16 SCA SHAPE 32011 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 Heike Haunstetter 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 “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 conflict, 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 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 benefits of wood, are encouraging the French to change their building habits and increase their consumption of wood substantially. TEXT: CARI SIMMONS PHOTO: GETT Y 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 financial incentives that encourage energy-efficient 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 floor space in French residences by tenfold, from about The demand for wood isexpected to increase even more in France. 2 cubic decimeters to 20 cubic decimeters. That figure 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 effective 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 five years. In 2000, just 3 percent of houses were made of wood, but today that figure 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 figure is about 60 percent. But as the benefits 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, floorings, 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.” FEATURE The supply chain “We see that this trend will grow especially among young people today who are thinking more about environmental impact.” 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. SCA IN FRANCE i SCA sells 150,000 m3 solid wood products a year, mainly white wood (90 percent). i 80 percent goes to industrial customers, for example doors, window shutters, laminated constructions and planing mills. i 20 percent is sold to building merchants. Wood, not only in houses. SCA SHAPE 32011 21 fers 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 efficient restrooms, but, like all Tork products, do so with the smallest environmental footprint possible.” TORK ELEVATION brand of- TORK ELEVATES THE WASHROOM MARKET 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 efficiency, 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 W TEXT: THETA PAVIS PHOTO: ISTOCKPHOTO 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.” DIDONNA, WHO HAS been in the business for 20 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 firm that manages the building’s 120 custodial staff members. 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. GOES GREEN AN ICON The building has 70 miles (113 km) of pipe, and about 9,000 faucets. Approximately 21,000 employees work in the Empire State Building each day. The building was completed in one year and 45 days. SCA SHAPE 32011 23 of work. If they are doing enough things, they can earn enough points to get certified, 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 fine 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. 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 office space there. WHETHER IT’S A new edifice 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 verification, 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 certification,” says Josh Radoff of Tork’s Green Hygiene Council. “LEED requires the tracking and documentation of actual building performance – not an insignificant amount FROM GREEN TO GOLD 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 floors of office space plus observation decks, it’s a big job. Last year the building began working with SCA for the first FEATURE TO SCENT OR NOT TO SCENT Do you find 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 24 SCA SHAPE 32011 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 influences Italian sensuality even today. By contrast, Weller says, in northern Europe “you’ll find 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 definitely find that Scandinavians have a much stricter attitude toward chemicals of all kinds.” PHOTO: GET T Y IMAGES, ISTOCKPHOTO CULTURE PLAYS a strong role in scent preferences. North differs from South, and East differs from West. “Within Europe, you find quite broad differences 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 flora, 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. MARKET SCA adapts DID YOU KNOW THAT CHAMOMILE is the national flower of Russia? TO CULTURE In Mexico, SCA’s popular Saba Confort pads contain the scent and extract of chamomile flowers. In France, SCA’s Libresse Natural pads come with the chamomile extract – but without any fragrance. TEXT: NANCY PICK 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 beneficial 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 flower 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. “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 offers a full portfolio, from scented panty liners to nighttime pads. The top sheet of the pad contains both flower extract and fragrance. “In Mexico, the chamomile flower is a popular home remedy.” 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... Chamomile is often used in teas, commonly to reduce stress and help with sleep. 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 What we see is what we believe. That’s why a flat 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 word is The phosis” reek mor he G “ana d from t eaning e he ,m deriv fix ana- in, and t e a pr or ag rphe, back word mo shape ning mea r form. o 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 effects in their paintings or to make up for architectural shortcomings by painting vaults where the ceilings are actually flat. 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 effect. “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 definitely a trend toward more exciting packaging, and this offers 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 scientific explanation of an anamorphic optical illusion is an image that can have more than one So-called “floor stickers” are distorted images that lie flat on the ground to create a 3-D impression. This man is making a fictitious hole in the road. 28 SCA SHAPE 32011 TECHNOLOGY SCA PLAYS WITH LEGO A convex form with special graphics makes a concave impression. meaning by being viewed from different angles. To create this effect 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 flat unfolded packaging, both letters and picture look odd, but when it’s folded and studied on the shop shelf, the effect 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 simplifies 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 offset packaging and conventional flexo 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 flat 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 another attraction-seeking package that has received a lot of attention when exhibited. SCA SHAPE 32011 29 PHOTO: SCANPIX SHAPE UP 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 PHOTO: WIKIPEDIA 1 2 3 4 5 6 7 8 9 10 Noma El Celler de Can Roca Mugaritz Osteria Francescana The Fat Duck Alinea D.O.M. Arzak Le Chateaubriand Per Se Denmark Spain Spain Italy UK USA Brazil Spain France 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. 30 SCA SHAPE 32011 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: 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 Wooden bridge A 240-METER-long wooden bridge for pedestrians and cyclists is being constructed in southern Sweden. When finished, 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. 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. Wooden tablet WHAT DO YOU GET if DID YOU KNOW... ...that US president Barack Obama proclaimed September to be National Prostate Cancer Awareness Month. 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 Jake Symmonds – an artist with skin as his canvas. 32 SCA SHAPE 32011 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: MERV YN 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 J AKE 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 everyone 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.” OUTLOOK TATTOOR Rob Gibbens prefers tribal tattoos. And tissue that doesn’t fall apart while working. SCA SHAPE 32011 35 We’re sure you’ll know us for our Packaging! Why not get to know us for our Print? 0M`V\»YL[OPURPUN¸0KPKU»[RUV^`V\KPK[OH[¹ KVU»[^VYY`^LOLHY[OH[HSV[ /LSWPUN`V\HJOPL]LTVYL :*(7YPU[HUK:\WWS`*OHPU:VS\[PVUZ 9P]LYMVYK9VHK 7VSSVRZOH^Z .SHZNV^.7; *VU[HJ[\ZKPYLJ[S`! ;LS! ,THPS!ZHSLZWZJZ'ZJHJVT ^^^ZJHWYPU[Z\WWS`JOHPUJVT Scan this QR code with your smartphone ECONOMY 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 TREASURED NEIGHBOR THE NORWEGIAN oil fund, known officially as the Government Pension Fund – Global, is the largest sovereign wealth fund in the world, according to the US research firm 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 deter- mined 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 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 share- holder 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 i Manages the Norwegian government’s revenues from oil operations i Was established in 1990 i Has assets of 3,500 billion Swedish kronor, with roughly 60 percent of this in equities i 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 financial crisis year. SCA SHAPE 32011 37 ager DV Plant Maonirier Michelle P )GVVKPIUVCTVGF±VJG children in the car. Name: Michelle Poirier. Work: SCA Personal 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. MICHELLE POIRIER 1H¿EG±OQTPKP IEQHHGG in her of fice, This is Michelle ffee cup to co t rs having her fi y. kick of f the da 12 HOURS with Michelle Poirier 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). “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 38 SCA SHAPE 32011 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.” Wed Don’tnesday: Charl forget swimmes-Antoin ing ge e’s ar! 12 HOURS Product mat core forming is always an important topic for customers. Michelle talks to them about pulp fiberization 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 confident about our manufacturing process and products.” Presentation – customer visit Michelle pr esen ts the SCA Drum factor y to heal mondville th-c them general in ar e customer s, giving formation abou t the factor y's histor y and day-to -d ay ac tivities. Plant – in-depth look at TENA Lunch 1 – custo of movies is one . At tending 3-D vorite ac tivities fa ' ds ki 's lle Miche e seeing tim od go a d They all ha ie theater. Rio at the mov mer visit Lunch 2 – 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.” izabeth & 3D movie – Elntoine Charles-A SCA SHAPE 32011 39 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 five 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. 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. PHOTO: HAYDEN HARRISON 40 SCA SHAPE 32011 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 first of seven wind farms 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. 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-traffic 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 first 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. 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 “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 difficult 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 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. Interested in the All Blacks rugby team? See www.allblacks.com 42 SCA SHAPE 32011 SCA INSIDE 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 PHOTO: GET T Y IMAGES 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 22nd. 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.