Essity

Essity logo

Essity is a global hygiene and health company, with its headquarters in Stockholm, Sweden. The company develops, manufactures and sells products and solutions within hygiene and health. The products portfolio contains tissue paper, baby diapers, feminine care (menstruation pads etc.), incontinence products, compression therapy, orthopedics and wound care. Essity was a part of the hygiene and forest products company SCA until 2017, when the company spun off the hygiene operations that became listed as a separate company on Nasdaq Stockholm. Essity has approximately 48 000 employees and net sales in 2017 amounted to 11.3 billion euros.[1] The name Essity stems from Essentials and Necessities.


History

Essity was listed at the Stock Exchange in Stockholm on June 15th, 2017 and is formerly a part of the SCA group.[2]

SCA was founded in 1929 as a forest company. SCA entered the paper-based consumer goods market early on. In 1975, SCA acquired Mölnlycke Health Care, a western European producer of disposable hygiene products.

In 1995 they acquired the German paper and packaging company PWA.

In 2001 the division Wisconsin Tissue of the United States company Georgia-Pacific Tissue was acquired.

In 2004 SCA acquired the tissue and hygiene products businesses of Carter Holt Harvey from International Paper.

In 2007, Procter & Gamble sold their European tissue business to SCA for 512 million euros ($672 million).[3]

In 2007 SCA acquired its first minority share in the Asian tissue company Vinda.

In July 2012, the acquisition of Georgia Pacific’s tissue operations, including the brand Lotus, was closed. The total price amounted to 1.32 billion euros.

In 2013 SCA became majority shareholder in Vinda.[4]

In 2015, SCA was the largest producer of tissue paper in the world.[5]

In August 2015 it was announced that SCA's hygiene operations and forest operations will be divided into two different divisions. A year later, 24 August 2016, the company announced that it intends to split the SCA in two listed companies.

In December 2016 SCA announced the acquisition of BSN Medical, a company specializing in the areas of Compression Therapy, Wound Care and Orthopaedics. The purchase price amounted to 2 740 million euros and included brands such as Jobst, Leukoplast, Cutimed, Delta Cast and Actimove.

In 2017, SCA split off Essity as a separate company, also listed at the Stock Exchange in Stockholm.[6]

Brands

[7]

Libresse

Plenty

The paper towel product Bounty was rebranded in the UK as "Plenty" after 2007.

The company allocated over a third of its £8.5m marketing spend to a marketing campaign featuring "Juan Sheet", an ironic and satirical representation of a Spanish conquistador, with the tagline "Juan Sheet (one sheet) does plenty".[8][9]

Tempo

Tempo (tissue paper brand)

TENA

Tork

Vinda

Zewa / Cushelle

Zewa, Cushelle
Product type Toilet paper
Owner Essity
Markets Europe
Previous owners Procter & Gamble

Zewa [ˈʦeːva] and Cushelle are a toilet paper brand manufactured by Essity.

The brand Zewa has existed since the 1960s, acquired by SCA in 1995 from the German paper and packaging company PWA.

P&G produced the toilet paper Charmin in the United States and in Europe before 2007. In 2008, Charmin was rebranded Zewa in Germany. There was no mascot in the commercials, but in the first Zewa commercial the Charmin bear was seen. In 2010, the brand name was changed to Cushelle in the United Kingdom.[11]

Cushelle is marketed with a mascot - a koala named Kenny.[12] In the advertisements for Cushelle, they are voiced-over by Robert Webb.

References

  1. ↑ http://www.tissueworldmagazine.com/latest-headlines/essity-reports-increase-in-net-sales-in-2017-results/
  2. ↑ https://www.nonwovens-industry.com/contents/view_breaking-news/2017-06-16/essity-listed-on-nasdaq-stockholm
  3. ↑ "P&G sells European tissue unit to Sweden's SCA". Reuters. 2007-03-12. Retrieved 2018-01-09.
  4. ↑ https://www.reuters.com/article/us-vinda-sca/sca-to-bid-for-control-of-chinese-tissue-maker-vinda-idUSBRE9880L820130909
  5. ↑ "Is tissue becoming a safe haven for the global pulp and paper industry? Global paper and board industry is in transition". paperindustryworld. 2015.
  6. ↑ "SCA to become two listed companies: the forest products company SCA and the hygiene and health company Essity". SCA. 2017. Retrieved 2017-01-09.
  7. ↑ "Essity Brands". www.essity.com.
  8. ↑ Fern, Joe (14 April 2010). "Plenty unveils new "Juan Sheet" brand icon". Marketing Week. Retrieved 12 May 2017.
  9. ↑ Peretti, Jacques (6 July 2014). "SUVs, handwash and FOMO: how the advertising industry embraced fear". The Guardian.
  10. ↑ "Tork is part of Essity - Tork US". www.torkusa.com.
  11. ↑ "Charmin rebrands to Cushelle". Mad.co.uk. January 25, 2010.
  12. ↑ Cushelle UK (6 June 2016). "Cushelle "Kenny Koala"" – via YouTube.
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