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 Contents N 1 2011

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20 Starbucks wants to recycle its paper cups, a lousy
economy increases the risk of incontinence, and
how many stamps do you get from a tree? Get the
details on the Shape up pages.

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When incomes rise, the consumption of personal
care products increases. Read about the countries
that are climbing the hygiene pyramid.

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Society gets healthier when children wash their
20 hands. Also: read about how diapers follow trends,
becoming thinner.

24 >@=47:3
In Asia they called him “Doctor Beng” –
a name that stuck with SCA innovation guru
Bengt Järrehult.

"1/;3@/
Paper is a material inspiring a lot of artists, and its
possibilities appear to be endless.

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Cooling energy from a nearby lake, tracking waste
and warming windows are examples of smart
14 27 technology at SCA's headquarters.

!A1/7<A723
A new sales office opens in China, and incontinence
products for active people – get SCA news here.

!"31=<=;G
27 Despite higher raw material costs and negative
exchange rate effects, SCA's earnings rose.

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/<3EAE327A6ABC2Ghas three months, the Swedish

found a strong correlation be-
tween fi nancial difficulties and in-
continence. Of the roughly 4,600
women who took part in the study,
30 percent suffered from inconti-
nence. The women who said they
had problems with urine leakage
also said they had experienced
daily fi nancial worries for the last
newspaper Svenska Dagbladet
reports.
“The correlations we found
were not previously known,” says
Karin Franzén, a researcher at
Örebro University. Earlier stud-
ies found that advanced age and
excess weight increase the risk of
incontinence for women.

I   KA6/>3A1/ #
A6/>31=D3@

1:7;07<5
the pyramid
Consumption
of personal care products
has a strong correlation with income level.
Picture a pyramid, with toilet paper on the bottom
and incontinence products at the top. More and more
countries are now climbing up the personal care pyramid.

B3FB(A/@/03@5?D7AB>6=B=(>GAA36=:;03@5

m ore and more

countries are
climbing up the
personal care
pyramid. People have access to basic
personal care products and can raise
their quality of life.
When people have income of even
two US dollars a day, they start using
their money for more than food and
housing – for personal care products
in particular.
Countries whose citizens are rap-
idly climbing the personal care pyra-
mid include Brazil, Colombia, Tur-
key, Saudi Arabia, Russia, Mexico,
Malaysia, South Africa, Chile, India
and China.
“There is a very strong correlation
between GDP per capita and con-
sumption of personal care products,
and all these countries are experienc-
ing strong growth right now,” says
Ian Bell, head of home care, tissue
and hygiene research at Euromonitor
International.
A study by the Japanese personal
care company Unicharm found that
purchases of feminine care products
rise sharply when GDP per capita ex-
ceeds USD 1,000. As the level reach-
es USD 3,000, people also begin to
buy diapers and wet wipes, and at
USD 8,000–10,000 demand for in-
continence products rises.
“There is, of course, consider-
able variation within countries,”
Bell says. “Many high-growth and
developing countries have relatively
high use of personal care products in
cities, whereas use in rural areas is
almost nonexistent. That’s the case
in China, for instance, where many
personal care products are generally
available in Shanghai and eastern
China but not at all in the interior of
the country.”
A great many people in the world
deal with daily budgets and have to
shop for everything they need that
day, every day. The main reason for
this is that their incomes don’t cover
anything beyond their daily bread.
But another reason is that many peo-

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I   KA6/>3A1/ %
A6/>31=D3@

When people have income of even two US

dollars a day, they start using their money for
more than food and housing – for personal
care products in particular.

ple have limited space at home so there and panty liners are rare, and sanitary same is true for feminine care. In the
is nowhere to store products and they pads are often thick. A large percent- past, small corner shops often sold sani-
cannot stock perishable items because age of the products sold are sanitary tary products one at a time, opening the
no refrigeration is available. napkins for nighttime use, even though packages and selling the items over the
There is a major difference between they are used during the day. counter, but nowadays feminine care
earning a dollar a day and 10 dollars a products are sold in small packages.
day. µ;/<GE=;3<2=<¸B6/D3 a Consumers with low incomes also
“With just one dollar, people have to chance to change during the day when look for products that can be used for
put all their money towards food and they’re at work,” Niembro says. “So multiple purposes. “One example is
housing costs,” says Victor Niembro, they want feminine care products they when packaging can be reused as a
SCA’s category portfolio director femi- feel they can depend on. But as a coun- container or for storage afterwards,”
nine care Americas, MEA & Asia. “But try develops and experiences a higher Niembro explains.
as soon as they make two dollars a day, standard of living, demand for thin “It’s easy to draw the conclusion that
there’s something left over that can be pads and tampons usually increases.” people with the lowest incomes would
used for entertainment and consumer In high-growth and developing choose low-priced products and the
goods. If you make 10 dollars, that countries, products are often sold in chain stores’ own brands, but that’s
portion is fairly large. And priority is smaller packages. Many people can’t not the case at all,” he says. “If they’re
often given to hygiene products rather afford diapers every day but buy them going to put their money into person-
early on.” for use at night or at a wedding, party al care products, they want to be able
If money is lacking, then a good deal or other festive occasion when they to rely on the quality. So most people
of inventiveness goes into finding sub- want to be sure to avoid leaks. The choose the best-known brands.”
stitutes for different personal care prod-
ucts. Used newspaper is transformed
into toilet paper, pads and incontinence
protection, cornmeal is used for deodor-
ant, and scraps of fabric are used for dia-
pers or sanitary protection.
“Especially where feminine care
products are concerned, that can be a
problem, because dirty rags and paper
can cause infections,” Niembro says.
“Good hygiene products therefore have
a positive impact on public health, par-
ticularly for women. Moreover, access
to sanitary protection is a way to in-
crease efficiency because absence due to
illness at work and in school declines.”
In most high-growth and developing
countries, demand for feminine hy- /^OQYOUSQ]\bOW\W\U]\SRWO^S`
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t here are many similarities in
the economic growth taking
place in Russia and Mexico.
Both countries are major
oil producers, both have enjoyed rapid
growth over the last decade, and both
were hit harder than other countries
by the economic crisis that began some
two and a half years ago.
“In Mexico, the recession had a huge
impact on the growing middle class,”
says Boris Planer, a research director at
Planet Retail, a provider of retail analy-
sis. “Most consumption other than the
most basic goods came to a standstill.”
@CAA7/E/A/:A=hit hard. In a
country that places a high value on per-
sonal care and beauty products, there
was still a market for these products,
albeit at a lower level. “Many people
also abandoned their old brands and
started buying low-priced products in-
stead,” Planer says.
Since the economy started picking up
speed again, Russia is one of the coun-
tries that recovered fastest. Because it is
a major exporter of oil and steel, rising
commodity prices are a significant con-
tributing factor. Mexico’s consumers
have some advantages that Russia does
not have. Good infrastructure and a
high population density make it easy to
A1/A6/>3I   K
CLIMBERS:
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distribute goods throughout the coun-
try. In contrast, Russia has hardly any
chain stores outside the major cities.
Somewhat surprisingly, panty liners
top the list of personal care products
purchased in Russia, with one panty
liner per woman per day. In most other
high-growth countries, that’s a product
found at the top of the personal care
pyramid (see introductory article).
“The frequent use of panty liners is
probably because it’s extremely impor-
tant for Russian women to feel fresh
throughout the day,” says Yana Yaki-
mova at SCA’s marketing department
in Moscow.
So far, relatively few people in Russia
use incontinence products. But with an
aging population, Bell thinks demand
will increase. “In recent years, they’ve
put a lot of money into pension plans in
Russia. That means older people will
be better off and can afford this type of
product.”
In Mexico, growing demand for in-
continence protection is already appar-
ent despite a younger population than
in Russia. “A lot of that is because a
number of groups have worked hard to
break the taboo associated with incon-
tinence,” Bell says.
As for feminine protection, the mar-
ket is growing steadily at 4-5 percent a
year, while population growth is about
1.7 percent. One important reason is
that more and more women in Mexico
work for a living so they need access
to feminine care products. More than
half of women choose thick pads, and
a quarter of them pick nighttime prod-
ucts for daytime use as well. Only
2 percent use tampons. “Many women
don’t get a chance to change at work
so they want to be sure they can get
through the day with one pad,” says
Victor Niembro, category portfolio
director feminine care.
Roughly 70 percent of Mexican
households with children buy dispos-
able diapers. “There are still a lot of
people who use cloth diapers or buy di-
apers only occasionally,” Bell says. “So
there’s also good potential for growth
here as well.”
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f
or many people with low
incomes, using hygiene prod-
ucts on a regular basis is too
expensive. That’s the case
with diapers, which many children use
only at night or on special occasions. In
Latin America SCA produces individu-
ally packaged diapers, each sealed in a
thin layer of plastic.
“SCA was the fi rst in Latin Amer-
ica with this innovation,” says Jan
Schiavone, division president of SCA
in South America. “Business owners
often break open packages and sell the
diapers individually, which is less hy-
gienic.”
In Asia, too, SCA sells diapers in
small packages. As in Latin America,
more than half of sales are to consum-
ers in “mom-and-pop” stores, local
service outlets with behind-the-coun-
ter sales. These stores usually carry a
broad range of products with limited
space available, highlighting the need
for small packages.
Late last year, SCA started a pilot
 A1/A6/>3I   K
project selling feminine care products
in single packs in Peru and three-packs
in Nicaragua. The project is intended
to make feminine care products avail-
able to women in low-income groups.
In western Europe, a woman of fertile
age consumes around 352 feminine
care products in a year on average. The
corresponding figure for Peru is 73 and
is 46 in Nicaragua. “There are a num-
ber of reasons for this, one being that
women give priority to buying products
that are for the whole family,” says Vic-
tor Niembro, SCA’s category portfo-
lio director feminine care, Americas,
the Middle East and Asia. “Sanitary
protection is seen purely as a women’s
product, and therefore not the fi rst
choice if resources are lim-
ited.”
Another problem is that
the products have tra-
ditionally been hidden
in stores. Many women
fi nd it embarrassing to
have to ask for femi-
nine care products. “Our goal is that it
should feel completely natural, so we’re
trying to break the trend by making
the products more visible in stores with
different types of product displays,”
Niembro says.
/<7;>=@B/<B/A>31B of this line
of products is the price. With small
packages, the price can be kept low.
“The packages hold a day’s worth of
pads or panty liners and cost no more
than a piece of candy, so then it isn’t
such a big deal,” Niembro says.
After the project is assessed, small
packages of feminine care products
are likely to be launched in more Latin
American countries. Similar projects
are being planned in Africa and the
Middle East. “For toilet paper as well,
we have product lines that especially
target people with low incomes,” Schia-
vone says. “In general, this means small
rolls that are sold individually, usually
sealed in simple paper packaging.”
Last year, SCA partnered with
Wal-Mart in Mexico to exclusively
sell small packages of Saba products
at their Bodega Aurrera stores. The
giant retailer focused on providing
low-priced lines, with all products in
a given space carrying a unit price of
about a dollar. The chain’s new stores
sell familiar brands at low prices, but
with less shelf space and smaller-sized
packages than in their tradition-
ally large stores. “The results of
this collaboration include a 20
percent increase in sales of
feminine care products
in Mexico,” Niembro
says.

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RWO^S`ab]c\RS`^`WdWZSUSRPO
PWSaW\;OZOgaWO7\=Qb]PS`
A1/W\dWbSR^O`S\baW\;OZOgaWO
b]^S`T]`[ORWO^S`QVO\US4]`
SdS`gRWO^S`QVO\USRA1/bVS\
[cZbW^ZWSRbVSW`R]\ObW]\W\bVS
T]`[]TPOPgRWO^S`^`]RcQba
“In North America each
child consumes 1,900
diapers per year,
in Western Europe 1,700
and in Latin America 850.”
A peso for
4756B7<51/<13@
Every other hour a Mexican wom-
an dies of breast cancer, according
to the Mexican NGO Fundación
Cim*ab, which is fighting for timely
detection of breast cancer. More
than 60 percent of breast cancer
cases are not detected in time. The
consequences are more ex-
pensive treatments and a
lower chance of recov-
ery and survival. Saba,
A1/7<A723
PgbW[SaQ]\b`WPcbW\U[]`S
bVO\2`g^S`aPOPgRWO
^S`ab]T]c`QVO`WbWSaObbVSS\R
]TbVSQVO`WbgR`WdSBVSSdS\b
aOeOb]bOZ]T%!POPgRWO
^S`aQVO\USROQ`]aa¿dSROga
A1/OZa]R]\ObSR;O
ZOgaWO\`W\UUWb "Sc`]a
b]T]c`QVO`WbWSaW\;OZOgaWO
E][S\O`SW\bVS
a^]bZWUVbW\A1/¸a
\Se6gUWS\S
;ObbS`a`S^]`b
^cPZWaVSR]\
;O`QV&7\bS`\O
bW]\OZE][S\¸a
2Og
@SORbVS`S^]`b(
eeeaQOQ][
VgUWS\S
SCA’s leading feminine care brand
in Mexico and Central America,
has joined forces with Cim*ab. Saba
will donate one Mexican peso to
Cim*ab for each person who joins
the cause’s page on Facebook (www.
facebook.com/Saba.mx). The page
was launched in January 2011,
and the target for 2011 is 500,000
fans, which means 500,000 pesos
(27,700 euros) to Cim*ab.
I   KA6/>3A1/ !
B@3<2

63/:B673@
972A with better
hygiene
 We use disinfectant
on our hands every
time we blow a
child’s nose.

Swine flu brought at least one thing for the better –

preschools improved their hygiene habits. And when
children get better at washing their hands, fewer people
in the community become sick.
B3FB(AD3<:7<23::>6=B=53BBG7;/53A8=6<p@07:20G@n

n owadays, children line up

to use the sink at their pre-
school. Growing numbers
are washing their hands
regularly and drying them with paper
towels. The outbreak of swine flu two
years ago gave hygiene routines in pre-
schools a push in the right direction.
But there’s more to be done.
The risk of a child’s catching an
infection in preschool is seven times
greater than for a child at home. And
when an infection breaks out at the
daycare center, not just children are
affected. The disease spreads to staff,
siblings and parents, and on to their
schools and workplaces.
Better hygiene in preschools can
save society serious money. In Sweden,
the days that a parent stays home from
work to care for a sick child cost 4.2
billion kronor a year.
In recent years, awareness of the
benefits of better hygiene has grown
rapidly in Europe. The attention given
to swine flu meant a major push for-
ward for preschool hygiene in the Nor-
dic countries, Germany, Switzerland,
the Netherlands, France and Britain,
among other places.
7<B63AE327A617BG=4Gothen-
burg, a project has been under way for
a number of years in which nurses have
visited preschools and trained staff in
routines and ways of working to reduce
the spread of respiratory and gastroin-
testinal infections.
“Above all, we’ve developed hand
hygiene routines for both children and
adults and tightened procedures for
changing diapers,” says Sofie Arfvid-
son, who works at the city’s Bakgården
preschool.
Stringent rules now in place require
that children wash their hands after go-
ing to the bathroom as well as before
and after meals. The children dry their
hands using disposable paper towels,
not terrycloth. Viruses and bacteria
multiply in damp towels made of cloth.
“We also use disinfectant on our
hands every time we blow a child’s
nose,” Arfvidson says.
When stomach flu breaks out, one of
the fi rst steps is to load all the stuffed
animals into the washing machine.
They are not brought out again until
the risk of infection has passed.
The number of days lost due to ill-

I   KA6/>3A1/ #
B@3<2
A Danish study showed
that absence due to
illness fell 34 percent
after hygiene routines
were improved.
ness, for both children and staff, has
fallen since the new hygiene routines
were introduced at the preschool.
“Stomach flu especially has gone
down by huge amounts here,” Arfvid-
son says. “We’ve been able to stop it at
one or two children, with no one else
picking it up.”
In Denmark, similar projects have
helped to improve hygiene in pre-
schools. A Danish study showed that
absence due to illness fell 34 percent
after hygiene routines were improved.
A study from Finland showed that ill-
$A1/A6/>3I   K
6SOZbVgYWRaVOdSVSOZbVg
^O`S\baeV]R]\bVOdSb]
abOgV][ST`][e]`Y
ness and the use of antibiotics among
preschool children could be reduced by
about 26 percent through more strin-
gent hygiene rules.
Yet even though awareness in gen-
eral has improved considerably, there’s
a long way to go. Many preschools still
have inadequate procedures. An inves-
tigation of Swedish preschools found
that a third of them did not know that
it was compulsory to have routines to
reduce the spread of disease. More
than half do not train their staff
in hygiene.

63:>4@=;
AE7<34:C
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4A1QS`bW¿SR
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a¿Uc`SaO`SW\
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>=@B4=:7=
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T]ZW]]T4A1QS`bW¿SR^cPZWQObW]\
^O^S`A1/OZa]]TTS`aOac^S`
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DS`RSeVWQVQ]\bOW\a[]`SbVO\
#^S`QS\b`SQ]dS`SR¿PS`
2S[O\RWaU`]eW\UabSORWZgOa
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4]]b\]bS(4A1QS`bW¿QObW]\[SO\abVObbVS^O^S`QO\PSb`OQSRb]Wba]`WUW\O\R[SSbabVS4]`Sab

:OOYW`QVS\^O^S`[WZZW\/cab`WO
AbSeO`RaVW^1]c\QWZ¸aabO\RO`RaT]`e]]R`Oe[ObS`WOZaT`][`Sa^]\aWPZg[O\OUSRT]`Saba

^`]RcQSRbVSa]cUVbOTbS`^O^S`
U`ORSObTcZZQO^OQWbg

B633<D7@=<;3<B/:certifica-
tion symbol of the Forest Stewardship
Council (FSC) is increasingly common
on magazines and printed material. Still,
only a small proportion of publishers use
it to label their products, even though
their paper often meets the requirements.
“Some of our bigger customers ex-
press a genuine increase in eco-labeled
paper,” says Hans Engström, CEO of
Sörmlands Grafiska, a printing house
in Katrineholm, Sweden. “But few of
them are prepared to pay for certifica-
tion and labeling. Still, we think that
over time this will be a critical issue
that may determine whether a company
wins printing jobs or not.”

$% ' '! !" '% $#

 $%
"& '$ & ! & $% &  # @=C56:G/third of the paper the
 " # "" #$ $' $

!
!
'" $
Sörmlands Grafiska printing house
 
 !
! "
" #
# $
$ %
% &
& '
' 
 purchases today is certified for trace-
ability in compliance with the FSC, but

0==;7<
only 8.3 percent of the publication pa-
per used in 2010 was FSC-labeled.
“We think they will play an increas-
ingly important role in the choice of
raw materials as well as producers,”
31=4@73<2:G>/>3@ Engström says.
In Britain, use of FSC-certified paper
increased from 1 percent in 2008 to 7
B3FB(ACA/<</:72AB@r; percent in 2010, according to
Helen Henderson, at the printing house
2Sa^WbSbVS`SQSaaW]\bVScaS]TS\dW`]\[S\bOZZg Elanders.
QS`bW¿SR^`W\bW\U^O^S`VOaQ]\bW\cSRb]U`]e “Factors like paper, transportation,
3Q]^O^S`WaSf^SQbSRb]PSW\Q`SOaW\UZgW[^]` energy consumption and the carbon
footprint for the process will also carry
bO\bT]`^`W\bW\UV]caSab]`S[OW\Q][^SbWbWdSW\ significantly more weight in the fu-
Q][W\UgSO`a ture,” she says.

I   KA6/>3A1/ %
27/>3@A4=::=E
B63B@3<2A
/aeWbV]bVS`W\Rcab`WSaRWO^S`aT]ZZ]eb`S\Ra>ObbS`\aO\RQ]Z]`aO`S
UOW\W\UU`]c\ROaO`SSdS`bVW\\S`RWO^S`a B3FB(63<@793;7:A=<>6=B=(7AB=19>6=B=

o \SeOg]TZ]]YW\UOb
trends is to start by look-
ing back in time,” says
Hans Andersson. “You
can then observe how diapers have be-
come thinner, softer and drier, and that

&A1/A6/>3I   K
will continue to be the case.” Anders-
son, of the advertising fi rm Forsman &
Bodenfors in Gothenburg, Sweden, has
worked in marketing communication
for diapers for 14 years.
Technological development is a
major force in diaper trends, but so
are other factors around the world.
These include megatrends such as
environmental concern, household fi-
nances and changes in parental roles
and gender equality, but also trends

2WO^S`aO`SPSQ][W\UbVW\\S`O\RZ]]Y[]`SZWYSc\RS`eSO`
that are specific to the product.
One example of a category-specific
product that has created a trend is pant
diapers. This model has affected the
whole approach to diapers, Andersson
says. Now diapers are more like under-
wear, because they’re thinner and less
bulky, absorb better and allow babies
to move more freely.
µB63G¸@3031=;7<5/ kind of
functional underwear,” he says. “The
smaller the diaper and the more like un-
derwear they become, the more parents
consider them clothing and think along
those lines. In children’s wear, the fash-
ion component has increased dramati-
cally. That’s true of diapers as well.”
B@3<2
B67<<3@
27/>3@A
2`WS`a]TbS`bVW\\S`/TbS`
 OdW\U^`W]`WbWhSRS\dW`]\[S\
V
bOZZga]c\RRWO^S`aO\R]TTS`W\U
AeO\SQ]ZOPSZSRRWO^S`aA1/
WaT]ZZ]eW\UbVSb`S\R]TbVW\
RWO^S`a
:OabgSO`A1/W\b`]RcQSRO
bVW\RWO^S`T]``SbOWZP`O\RaW\
bVS<SbVS`ZO\RaBVWagSO`A1/
eWZZW\b`]RcQSbVW\RWO^S`aT]`Wba
]^S\O\R^O\b`O\USaW\[O\g
3c`]^SO\[O`YSba

3\dW`]\[S\bOZQ]\QS`\aO`S
W[^]`bO\bT]`bVS`SbOWZb`ORS
aOga8]VO\DS`VOUS`Sa^]\aWPZS
T]``SbOWZObA1/µESeO\bb]PS
S\dW`]\[S\bOZZga]c\RW\OeOg
In recent years, diapers have added bVObQ]\ac[S`aOQbcOZZgc\RS`
abO\RbVOb[SO\aa][SbVW\UO\R
more features, such as interesting col-
bVObO^^ZWSab]]c`S\bW`S`O\US]T
ors and patterns. Libero, SCA’s diaper ^`]RcQbaO\R\]bXcabb]O\S\dW
brand, has its own limited “Design” `]\[S\bOZ\WQVS^`]RcQb¶
edition for pant diapers that change =\STOQb]`OTTSQbW\US\dW`]\
every year. [S\bOZW[^OQbWa`Oe[ObS`WOZa
Diaper development benefit the en- A1/Wae]`YW\Ub]`SRcQSbVS
O[]c\b]T[ObS`WOZcaSRW\RWO
vironment by reducing material con-
^S`aO\RbVSW`QO`P]\T]]b^`W\b
sumption that leads to fewer transports eVWQVWaQ]\aWRS`SRO\W[^]`
and less waste after use. As in most bO\b[SOac`ST]`S\dW`]\[S\bOZ
areas, environmental sustainability is a W[^OQb/aO\SfO[^ZSA1/`S
strong trend in diapers. RcQSRbVSQO`P]\T]]b^`W\bT]`Wba
“Parents need diapers for their ba- ]^S\POPgRWO^S`aPgO\W[^`Sa
aWdS"#T`]['&%b] 'A1/
bies,” Andersson says. “So it’s essential
WaOZa]Z]]YW\UOb\SeOZbS`\O
as a diaper manufacturer to do bWdSO\R`S\SeOPZS[ObS`WOZab]
everything you can to reduce their `S^ZOQSa][S]TbVST]aaWZPOaSR
environment impact. People expect [ObS`WOZaW\bVSTcbc`S
you to do that.”
I   KA6/>3A1/ '
>@=47:3

B63/@B
=4AC113AA4C:
4/7:C@3
B3FB(;/BB7/A/<23@AA=<>6=B=(>=<BCA8=6/<AA=<

“By all means, fail and fail often – but do it early on, so it
costs less. Combine chess and poker, and realize that your
natural instincts can be completely misleading.” Meet SCA’s
Bengt Järrehult – innovation guru, two-time professor and
the man behind “Dr. Beng’s Innovation Blog.”

o \S[]`\W\UVOZT a century
ago, a 6-year-old boy was
walking past the herring
boats in Härnösand har-
bor in northern Sweden. He marveled
at the seemingly imperturbable boats
floating on the water, moored to wood-
en posts.
The young boy took hold of one of
the heavy ropes and pulled to test it.
Nothing happened. So he got a really
good grasp, pulled and strained. After
half a minute, the heavy boat moved
gently through the water.
“That made a big impression on me
– that, with persistence, you could ac-
complish what seems to be impossible
and move something enormous,” Bengt
Järrehult recalls.
4=@1=::3/5C3A7< the SCA
Group, he is best known as the man be-
hind “Dr. Beng’s Innovation Blog.” On
the company’s intranet, Järrehult dis-
cusses innovation in instructive, clearly
reasoned installments. Portions of his
popular blog will be published for a
wider audience in April at sca.com/
DoctorBeng.
“The blog is proof of an impressive
openness on these issues,” Järrehult
says. “Many colleagues from other or-
ganizations are impressed that there is
so much leeway at SCA.”
Järrehult has played a key role in
placing innovation at the forefront at

A1/A6/>3I   K
>@=47:
>@=47:
/QQ]`RW\Ub]0S\Ub8w``SVcZbWbWaW[^]`bO\bb]RO`Sb]TOWZPcbTOWZSO`ZgO\RObZ]eQ]ab
b]acQQSSRTOabS`
SCA, as a strategically important area
of operations. In the last few annual
reports, innovation has had a section of
its own (read more in the 2010 annual
report at sca.com).
“My role as ‘wise man’ in the com-
pany is really nice,” Järrehult says.
“I have influence without any formal
power base.”
Along with the blog, lectures and his
job at SCA, he is also an adjunct pro-
fessor at Lund University’s Faculty of
Engineering and a visiting professor at
its School of Economics and Manage-
ment.
“One of my bosses said that I must
either work very efficiently or else sleep
really quickly,” Järrehult says.
From the fishing harbor of
Härnösand, the road led to Chalmers
University of Technology and then out
into the world. First to Germany as a
technical sales representative for the
chemical group AkzoNobel, then on to
A1/A6/>3I   K
Asia with responsibility for an enor-
mous geographic region – the triangle
between India, Taiwan and New Zea-
land.
It was in Taiwan that Dr. Bengt Jär-
rehult became “Dr. Beng.” “The Chi-
nese have a hard time pronouncing con-
sonants at the end of words,” he says.
“They were given my business card
with all the appropriate ceremonies,
and when they read it I became ‘Doctor
Beng.’ They thought it was pretty funny
when I explained that it was slang for
Doctor Stupid in my language.”
8m@@36C:B1=;07<3A67A passion
for innovation and development with a
healthy dose of humor and self-depre-
cation.
“People I meet briefly will prob-
ably remember me as a short guy with
a slight stutter and a bow tie,” he says.
“In Asia, I always got food stains on my
nice ties, so since then I always wear a
0==9@31=;
;3<2/B7=<A
0S\Ub8w``SVcZbRSd]c`aP]]Ya
OP]cbW\\]dObW]\6S`SO`SVWa
¿dSTOd]`WbSa(
µ5`OPPW\U:WUVb\W\U¶³5W\O
1]`SZZW=¸1]\\]`aO\R]bVS`a
µ;OYW\U7\\]dObW]\E]`Y¶³
2OdWZO3^abSW\O\RAVSZb]\
µBS\@cZSaT]`Ab`ObSUWQ7\\]dO
b]`a¶³5]dW\RO`OXO\O\RB`W[PZS
µDW`OZ1VO\US¶³
:SO\R`]6S``S`]
µ0caW\Saa;]RSZ5S\S`ObW]\¶³
/ZSfO\RS`=abS`eOZRS`
bow tie on special occasions.”
Järrehult came to SCA in 1997. One
of his first projects was developing a
more energy-efficient way of producing
paper towels and toilet paper.
“We failed, and we failed expensive-
ly,” Järrehult recalls. “It’s a credit to
the company that they took it so well,
that we were able to give it a try and fail
without being cast aside.”
He keeps coming back to the impor-
tance of having the courage to risk fail-
ure as a key to successful innovation.
“One of the most important conclu-
sions in this field is to fail early and at
a low cost in order to succeed faster,”
says Järrehult, who does not equate
successful innovation with the amount
of capital invested.
“Innovate or die!” Most organiza-
tions subject to competition have heard
this slightly intimidating dictum – pref-
erably in combination with some uplift-
ing account about charismatic entre-
 >@=47:3

>S]^ZS7[SSbP`WSÀgeWZZ^`]POPZg
`S[S[PS`[SOaOaV]`bUcgeWbVO
aZWUVbabcbbS`O\ROP]ebWS7\/aWO
7OZeOgaU]bT]]RabOW\a]\[g\WQSbWSa
a]aW\QSbVS\7OZeOgaeSO`OP]ebWS]\
a^SQWOZ]QQOaW]\a

preneurs who by dint of hard they assess risk and opportunity,”

work and personal brilliance
achieved enormous success
(and riches) more or less
overnight.
While Järrehult subscribes
to the view that innovating
is necessary for long-term
survival, he has a much more
nuanced understanding of in-
novations – both in the way they
are sparked and who is behind
them.
“It’s rarely a lone Einstein that’s be-
hind an innovation,” he says. “Studies
of primitive peoples living isolated in
small groups indicate that they often
develop much more slowly than larger
groups.”
B6/B7A=<3@3/A=<E6GSCA,
as a complement to its in-house work,
practices what is known as open in-
novation, where employees collaborate
with organizations outside the com-
pany.
Innovations come in many shapes
and sizes – from small improvements
that save money to larger-scale im-
provements to major breakthroughs,
milestones that change the rules for the
entire industry.
Järrehult says.
The same is true of compa-
nies, which he divides into two
categories: chess players, whose
strategy is to play in order not to
lose (and win by surviving), and
poker players, who play to win
(and willingly put up with losing
a little in order to win big time in
the end).
“Most companies are chess play-
ers,” Järrehult says. “But to be success-
ful today requires the ability to com-
bine chess and poker – learning to lose
a little in order to win big.”
“Every type of innovation is im-
portant,” Järrehult says. “But it’s the
big breakthroughs that create major 4/1BA
opportunities. Today many – mainly
<O[S(0S\Ub8w``SVcZb
large – companies invest only in small /US(#'
successes and miss the big opportuni- :WdSa(/^O`b[S\bW\bVS;OabVcU
ties.” USbRWab`WQb]T5]bVS\Pc`UAeS
One reason is that people are biolog- RS\eWbVOdWSe]TbVSVO`P]`
ically programmed to put a far higher O\RbVSWaZO\R]TDW\UO
6]PPWSa(6c\bW\UQ]]YW\UVS
value on what they have than on what
Z]dSa/aWO\T]]ROTbS`[O\g
they might get, which means that we gSO`aW\bVS`SUW]\W\\]dObWdS
cling to the one bird we have in hand, ZWbS`Obc`SO\R\SeQ][[c\WQO
even though the odds are good that we bW]\QVO\\SZaZWYSBeWbbS`O\R
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µ7:793B63C<@C:7<3AAof pa- Szenfeld’s fashion collection “Sur la adventure.
perboard,” says the Swedish fashion plage” (At the beach) features hand- “I discovered paper was a wonderful
designer Bea Szenfeld. “At the same made paper costumes based on images material when I was little and crumpled
time, I’m fascinated by the fragility of from the seashore (see picture). “I dis- it into a ball that I played with, ” Tan
silk paper and the everyday blandness covered that I could construct new and recalls.
of A4 paper.” She started using paper interesting finishes with paper that I Tan is one of 12 designers working on
instead of fabric several years ago to get couldn’t with fabric,” she says. “I can the annual wall calendar for the paper
people to see fashion in another light. also make everything myself. The only wholesaler Antalis. Each year Antalis
“Paper doesn’t withstand water or things I need are scissors and glue.” asks an advertising agency somewhere
humidity,” she says. “Sunlight and Singapore designer Hans Tan says in the world to develop a calendar with
touch destroy paper, slowly but surely. paper is at its most beautiful when it’s paper as its theme. In 2010 the Singa-
It’s a challenge working with paper. I lying there level and still, with its enor- pore agency Silnt got the invitation.
have to adjust. It’s really an exciting mous whiteness staring at you, waiting As Germaine Chong at Silnt Studio
process.” for your imagination to set off on a new explains, “With more and more focus

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on digital production, many kinds of

paper and ways of processing paper are
disappearing. The only thing left will
be boring A4 copy paper. The 12 art-
ists featured in the calendar are there
to inspire and remind people about the
endless possibilities of paper.”

@31G1:/0:3>/>3@is widely avail-

able in the form of newspapers, advertis-
ing flyers and packaging, and the graphic
artist Randi Antonsen from Norway has
used this idea in her project “How to read
a magazine”.
“Unlike a lot of other materials, paper
doesn’t weigh much, it’s easy to fold and
shape, and you can easily put your stamp
on it,” Antonsen says. “I work with all
kinds of paper with different finishes and
structures. Paper is beautiful, and paper
represents possibilities. Just by folding
a sheet of paper and refracting the light,
you can create an amazingly simple and
beautiful work of art.”

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BVSZ]QObW]\WaQS\b`OZO\RQZ]aSb]Ab]QYV]Z[¸aQS\b`OZb`OW\abObW]\
he view from the top floor of
the newly built Stockholm Wa-
terfront Building is breathtak-
ing. To the west, Lake Mälaren
winds its way inland. To the east, the
labyrinth of the archipelago islands
begins to stretch into the Baltic Sea.
Below is Lake Klara, with the architec-
tural icon City Hall off to the side.
But the view and the nice neighbor-
hood were simply bonuses when SCA
decided to move its corporate head-
quarters here last year.
“It was a requirement from the very
start that the building had to be as
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Everyone seems to have
understood that we
need to reconsider
how we use our
limited resources.
‘green’ as possible,” says Johan Olsson,
facility manager at SCA’s headquarters
and project manager for the move.
/;=<5B634/1B=@A deciding the
issue were Stockholm Waterfront’s lo-
gistics and green technology, he says.
The location, next door to Stockholm’s
central train station, a local and nation-
al hub for mass transit, fosters efficient
and environmentally friendly travel.
And the building more than meets the
requirements of the EU’s Green Build-
ing Program, which specifies that en-
ergy consumption per square meter
should be less than 75 percent of
today’s average. It is estimated that
Stockholm Waterfront will have half
that level.
One factor contributing to the low
level is the design of the building,
which consists of three parts: a confer-
ence center, a hotel and office space.
“They have different energy needs
during the course of a day because they
house such different activities,” says
Magnus Eriksson, project manager
with the real estate development com-
pany Jarl Asset Management. “So there
is an integrated heating system for all
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three parts that can direct heat or cool-
ing to where it is most needed at the
moment. That is what allows the build-
ing to be so energy-efficient.”
Stockholm Waterfront has other
smart technology solutions for energy.
Ventilation and lighting can be con-
trolled with a motion sensor that indi-
cates when offices are empty and thus
need less light and fresh air. The confer-
ence center has a large southern facade
with double-glazed windows.Still, de-
spite Stockholm’s far northern location
on the globe, the demand for cooling
is greater than for heating throughout
the year. That is because people and
machinery heat up the premises. As a
result, heat pumps continuously collect
cooling energy from the water in Lake
Klara and store it as a buffer in a 250-
ton layer of ice in the basement. The
system is thus able to handle variations
in cooling needs throughout the day.
But beyond considerations of operat-
ing expenses or investment costs, green
buildings are about much more than
just money.
“Everyone seems to have understood
that we need to reconsider how we use
our limited resources,” Eriksson says.
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Le Fresh Pack de Moët et Chandon,

Quatre étapes d’une innovation signée SCA Packaging Nicollet

The Fresh Pack by Moët et Chandon

Four stages of an innovation by SCA Packaging Nicollet

Ses innovations rythment les saisons

du luxe. Cette année, c’est le Fresh Pack des
champagnes Moët et Chandon qui permet à
SCA Packaging Nicollet de souffler un vent de
fraîcheur sur les créations. Un étui à double
ouverture offrant une isothermie toute nouvelle,
dont la création, en quatre étapes, révèle la
philosophie du fabricant : faire que le design ne
soit pas que design. Retour sur une success story.
SCA Packaging Nicollet innovations set the pace
for the luxury goods season. This year, it’s the
Moët et Chandon champagne Fresh Pack, which
allowed them to blow a breath of freshness into
their creations. A premium case with a double
opening giving a brand new insulating quality,
whose creation, in four stages, reveals the ma-
nufacturer’s philosophy: to make design that is
not just design. It is the return of a success story.
RESEARCH
Épouser l’univers d’une marque
Bien plus qu’une recherche de données,
la phase Research est un premier moment
d’écoute et d’échange. Etape fondamentale
de tout projet, elle permet aux équipes de SCA
Packaging Nicollet de s’imprégner de l’esprit
du client. «Ici, nous connaissions déjà l’univers
des champagnes Moët et Chandon, précise
François Bouneau, responsable développement
luxe. Nous nous sommes donc concentrés sur le
brief qui nous avait été soumis.»
Un brief très large dans lequel la maison
champenoise laisse à son fournisseur le soin
d’innover sur l’aspect visuel de son étui pre-
mium de Moët Impérial et Rosé Impérial. Seule
contrainte : donner à ce nouvel emballage une
fonctionnalité identifiable en accord avec l’idée
de nomadisme. Au Design Centre, la réflexion
sera rapide : «Qui n’a jamais souhaité apporter
un jour, chez des amis, une bouteille parfai-
tement fraîche ?» Le futur étui ne s’appelle
pas encore Fresh Pack, mais, déjà, l’isothermie
s’affirme comme une piste majeure.
RESEARCH
Bringing together the worlds of a brand
Much more than informational “research”,
the Research phase is an initial moment of
listening and sharing. It is a fundamental step
for any project, and it allowed teams from SCA
Packaging Nicollet to immerse themselves in
the mind of the client. “Here, we already knew
the world of Moët & Chandon champagnes,
says François Bouneau, luxury development
manager. We therefore focused on the brief
that was submitted to us.”
A very wide ranging brief in which the cham-
pagne house left their supplier a free hand to
innovate on the visual aspect of its premium
case for Moët Impérial and Rosé Impérial. Their
only constraint was to give this new packaging
a recognisable functionality related to the idea
of nomadism. At the Design Centre, their thin-
king would be rapid: “Who has never wished
to bring their friends a perfectly cool bottle
of Champagne?” The future case was not yet
named Fresh Pack, but insulation was already
establishing itself as a major line of thought.

ble de nous apporter de l’innovation. Et c’est là le point fort

G`kjdio_`qp`
Hj‹o`o>c\i_ji
Quel était votre objectif en revisitant l’étui premium
de Moët et Chandon ?
Nous voulions un étui esthétique et fonctionnel qui corres-
ponde à une consommation estivale de notre champagne.
En jouant sur les notions de fraîcheur et de nomadisme, nous
voulions faire que nos packagings ne soient pas uniquement
beaux, mais proposent un vrai plus à nos consommateurs.
L’étui isotherme du Fresh Pack apporte une double valeur
ajoutée : la conservation au frais de notre champagne
pendant deux heures et la réutilisation possible de la cale
hermétique dans d’autres circonstances. Ce deuxième point
nous importait particulièrement pour inscrire le Fresh Pack
dans une notion de développement durable.
Pourquoi avoir fait appel à SCA Packaging Nicollet pour
la réalisation du Fresh Pack ?
Ce que nous attendons d’un fournisseur, c’est qu’il soit capa-
de SCA Packaging Nicollet. Le process en quatre étapes du
Design Centre est une vraie recherche appliquée : quand les
équipes de SCA nous proposent un projet, nous savons qu’il
est réalisable industriellement. Pour nous, c’est un gain de
temps. Nous pouvons aller plus vite au développement pour
satisfaire au mieux nos clients.
Quelles portes a ouvert le Fresh Pack pour vos prochains
étuis ?
Le Fresh Pack correspond à une tendance de la maison
Moët et Chandon qui, depuis deux ans, innove dans les
expériences qu’elle fait vivre à ses consommateurs. Nous
sortirons des versions festives du Fresh Pack pour la
fin de l’année. Pour celles-ci, il nous paraît essentiel de
travailler encore d’avantage sur les qualités écologiques
de notre étui. Demain, certainement, nous utiliserons un
film polyester biodégradable, ce qui était impossible au
moment de la réalisation du Fresh Pack. Notre objectif
est de continuer à faire grandir l’association du plaisir, du
beau et du fonctionnel.

Jean-David Jacoby, international brand manager Patrice Baraud, responsable développement packaging
et POSM
EXPLORE
Faire place à l’inventivité
A ce stade, tout est envisageable. La phase Explore fait entrer les équipes
du Design Centre en pleine effervescence. Matériaux, systèmes d’ouver-
ture, techniques d’isothermie... tout est étudié dans la pluralité des idées.
Une quinzaine de concepts sortiront de ce brainstorming très poussé.
«Nous avons travaillé sur l’ouverture en deux mouvements du pack pour
lui donner une singularité dans le geste», reprend François Bouneau.
L’idée restera. Mais c’est surtout sur l’isothermie du futur pack que se
portent très vite les réflexions des ingénieurs du Design Centre. Plusieurs
pistes sont identifiées : celle d’une mousse en polyuréthane et celle d’un
insert carton aux propriétés isothermes. Les deux projets sont présentés
aux équipes de Moët et Chandon.
EXPLORE
Embracing inventiveness
At this stage, anything is possible. The Explore phase puts the teams at
the Design Centre into full swing. Materials, opening systems, insulating
techniques... everything was considered in the totality of ideas. Fifteen
concepts emerged from this dynamic brainstorming. “We worked on an
opening of the pack in two motions in order to give a uniqueness to the
movement,” continues François Bouneau. The idea would stick.
But it was above all the idea of the insulating package that would soon
be the focus of the thoughts of the engineers at the Design Centre.
Several ideas were identified: that of polyurethane foam and that of
a cardboard insert with insulating properties. The two projects were
presented to teams from Moët et Chandon.
CHALLENGE
Concevoir un sur-mesure industrialisable
La maison d’Epernay n’hésite pas : le projet de cale insérée dans un étui
extérieur, plus écologique, est retenu. Reste à tester la meilleure méthode
de réalisation. C’est la phase Challenge : un moment charnière dans la
conception du pack, qui permet au Design Centre de présenter un produit
qui ne soit pas que joli sur le papier. Les tests s’enchaînent, sur maquette ou
prototype. Les difficultés aussi : «L’isothermie est une science très pointue,
avertit la chef de projet Frédérique Sementery. Une fuite d’air au niveau
de la fermeture de la cale aurait nuit à l’hermétisme. Il a fallu mettre au
point chaque détail juqu’au pli de la cale.» Même chose pour l’étui
extérieur : «Moët et Chandon a adapté sa création graphique, commente
Jean-Charles Moras, responsable commercial Grands Comptes de SCA Pac-
kaging Nicollet. Les flocons, découpés dans le carton extérieur pour laisser
apparaître le gris métallisé de la cale intérieure, étaient à l’origine trop sty-
lisés et donc impossibles à réaliser en machine.» Chaque élément est réglé
au millimètre près. Un perfectionnisme qui permet à la trentaine de chercheurs
du Design Centre de Rochechouart de concevoir pour chaque marque un étui
unique en son genre prêt à passer en phase d’industrialisation.
CHALLENGE
Designing a premium made-to-measure industrial product
The house from Epernay did not hesitate: the insert encased in an exterior
ecological case, was retained. Now what remained was to test the best
method of production. It is this Challenge phase - a turning point in pack
design, which allows the Design Centre to present a product that is not just
pretty “on paper”. Tests followed, on a prototype model. And difficulties too:
“Insulation is a very exact science,” says the project manager Frédérique
Sementery. An air leak at the closure of the insert would have affected its
hermetic qualities. It was necessary to design every single detail right up
to the fold of the insert.” It was the same thing for the external case: Moët
& Chandon adapted their graphic design,” says Jean-Charles Moras, Key
Accounts Sales Manager at SCA Packaging Nicollet. The snowflakes, cut into
the outer box to reveal the gray metallic interior of the insert, were origi-
nally too stylized and therefore impossible to achieve
industrially. “Each item is set to millimetre precision. A
perfectionism which allowed the thirty researchers at
the Rochechouart Design Centre to design a unique
case in its field.
VALIDATE
Concrétiser un design
Le Design Centre n’en a pourtant pas encore fini. En lançant une succession
de préséries jusqu’à la première série industrielle, SCA Packaging s’assure
que ses concepts fonctionnent en mécanisation à grande échelle. Parés
d’une liste de risques à analyser, les services de production de SCA Packa-
ging associés à ceux de Moët et Chandon vérifient les derniers détails : la
cale est ajustée directement sur les machines de fabrication pour parer à
tous soucis d’étanchéité. Le travail de précision de la phase Validate vient
éclairer en final toute la philosophie du 4 Step Process : «Il fait de nous
autre chose qu’un simple bureau d’études, analyse François Bouneau.
Au Design Centre, le client et nous vivons ensemble, jusqu’au bout, le
lancement d’une aventure.»
VALIDATE
Realising a design
The Design Centre had not yet finished. By launching a series of
pre-series right up to the first industrial series, SCA Packaging Nicollet
ensured that their design concepts worked in large-scale mechanisa-
tion. Kitted out with a list of risks to analyse, the production departments
of SCA Packaging, together with those of Moët et Chandon checked very
detail: the insert was adjusted directly on the manufacturing machinery
in order to meet all concerns with air-tightness. The precision work in the
Validate phase reflects the philosophy of the 4 Step Process:
“It makes us more than just a design department,” says François
Bouneau analysis. At the Design Centre, we and the client experience
the launch of a project together right to the very end.”

innovation. And this is the strong point of SCA Packaging

Hj‹o`o>c\i_ji
kjdiojaqd`r
What was your goal in redesigning the premium
Moët & Chandon case?
We wanted an aesthetic and functional case that
matches the summer consumption of our champagne.
In playing with notions of freshness and nomadism, we
wanted our packaging to be not only beautiful, but to
offer a real plus to our consumers. The isothermal case
of our Fresh Pack provides a double value: keeping our
champagne cool for two hours and its possible reuse in
other circumstances. This second point was particularly
important for us in order to include the Fresh pack within
the framework of sustainable development.
Why did you call upon SCA Packaging Nicollet to
design the Fresh Pack?
What we expect from a supplier, is for them to bring us
Nicollet. The four-step process at the Design Centre is
genuine applied research: when the teams from SCA
propose a project to us, we know that it is feasible
industrially. For us, that saves time. We can go faster in
development in order to better satisfy our customers.
What doors has Fresh Pack opened for your next
cases?
The Fresh pack corresponds to a trend at Moët et Chan-
don, where, for the last two years, we have innovated in
experiments with our consumers. We will release festive
versions of Fresh Pack for the end of the year. For those,
it seems essential to us to work even more on the
ecological qualities of our case. In the future, for sure,
we will use a biodegradable polyester film which was
not possible at the time of the design of the Fresh Pack.
Our goal is to continue to increase its association with
pleasure, beauty and functionality.
 A1/7<A723
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Magic Corner, an ingenious
shelf-ready pack developed
by SCA in collaboration with
Mars Western Europe, won the
Deutscher Verpackungspreis,
the top prize at the German
2010 Packaging Awards, in the
Displays and Promotional Pack-
aging category.
Magic Corner has side and
back openings, combined with
an open tray facing to ensure
optimal product visibility. As
well as maximizing consumer
impact, this new packaging and
display solution also reduces
complexity for the customer and
is optimized for the entire logis-
tics chain.
This is an important consid-
eration for SCA Packaging and
Mars as they strive to develop
sustainable packaging solutions
together.
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<3E>@=2C1B4=@/1B7D3:743ABG:3
Incontinence care pants are a good
solution for active consumers who do
not want bladder weakness to stop
them from having a dynamic lifestyle.
Leakage security and perfect fit
are the most important features con-
sumers expect from their preferred
incontinence product. “But some
consumers fi nd pant products bulky
under their clothing,” says Duncan
Phillips, European marketing direc-
tor for SCA’s brand TENA. “And
when the pants are too loose they
worry about leakage.”
For a more secure feeling, SCA
has launched the new TENA pants.
Their improved elasticity ensures
that the product fits closer to the
consumer’s waist and belly and stays
in place.

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A3D3<23A75<3@A
- seven sins
SCA’s feminine care brands Libresse and Bodyform launch
free tin boxes for your pads. The tins are designed by seven
different designers and represent seven deadly sins - wrath,
lust, greed, vanity, excess, laziness and jealousy.

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31=<=;G

Increased earnings despite

higher raw material costs
SCA’s profit rose in 2010 despite sharply higher raw material costs and
negative exchange rate effects. B3FB(5r@/<:7<2
A1/@3>=@B32>@=47Bbefore tax
of 8.5 billion Swedish kronor, exclud-
ing restructuring costs, in 2010, an in-
crease of 6 percent compared to 2009.
“We increased volumes in all busi-
ness areas and raised prices in Tissue
and Packaging,” said SCA’s CEO Jan
Johansson when presenting the Group’s
year-end report. “Combined with cost
savings, this compensated for more than
5 billion kronor in higher raw material
costs and negative exchange rate effects.”
SCA succeeded in increasing its mar-
ket share for the company’s global brands
TENA (incontinence care products) and
Tork (Away-From-Home tissue).
“In incontinence care, we increased
our global market share from 24 to 25
percent,” Johansson said. “In Europe,
it increased from 39 to 41 percent.”
In Packaging, SCA increased oper-
ating profit by about 1 billion kronor.
The improvement in earnings was the
result of higher prices and volumes as
well as savings from the restructuring
program. The program was implement-
ed as planned, and by the end of 2010
annual savings amounted to slightly
more than 1 billion kronor.
8=6/<AA=<A/72A1/was success-
ful with its priorities for 2010 – reduced
costs, strong cash flow, higher capital ef-
ficiency, a higher rate of innovation and
growth. Excluding exchange rate effects
and divestments, the Group’s revenues
increased by 5 percent, cash flow was
7.4 billion kronor, and net debt de-
creased by 6 billion kronor.
Earnings per share, including re-
structuring costs, increased by a full 17
percent to 7.90 kronor. The Board pro-
poses raising the dividend by 8 percent
to 4.00 kronor per share from 3.70
kronor.
Johansson said SCA is a much
stronger company today than a year
ago. “We anticipate good demand in
all of SCA’s business areas and are con-
fident we can increase both profit and
sales in 2011.”

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!"A1/A6/>3I F FF K
The first step to
corporate sustainability
is one you take with
your hands.
Tork 100% recycled paper towels.
Better. Hands down.

Visit us at: talktork.com/getgreen

We have some simple, easy ways to help
you improve the sustainability of your business
and improve your bottom line.

Tork is a registered trademark of SCA Tissue North America LLC or its affiliates.