Source: Sustainable Life Media
Published: Thursday, April 16, 2009

Kimberly-Clark has launched a line of environmentally preferable paper products under its Scott brand, hoping to capture a slice of the fast-growing LOHAS (Lifestyles of Health and Sustainability) consumer segment - and bolster the company's green rep in the bargain.

The new Scott Naturals bath tissue, towels, and napkins contain a blend of recycled and virgin fiber - 40% recycled fiber in bath tissue, 60% in towels, and 80% in napkins. The mix of recycled and virgin fibers give these products a performance edge over 100% recycled-content versions, according to Kimberly-Clark.

In addition, the bath tissue and towels are available in long-lasting rolls, minimizing packaging materials and shipping impacts, Kimberly-Clark says.

The company says offering a mix of recycled and virgin fiber offers a performance edge over 100% recycled-content products, which many consumers consider subpar.

"The lower quality and higher price perceptions of products containing recycled fiber has limited consumer acceptance," according to Erik Seidel, brand director for Scott, who notes that recycled-content fiber products currently represent less than 1% market share.

On the other hand, surveys suggest that LOHAS consumers represent a fast-growing market opportunity, even amid recession. According to a survey out last month, 67% of Americans agree that "even in tough economic times, it is important to purchase products with social and environmental benefits."

Kimberly-Clark is also hoping that adding greener offerings to its suite of products will give the parent brand a boost among so-called "conscious consumers."

"As a company, Kimberly-Clark is making progress in many areas of sustainability," says Seidel. "We believe Scott Naturals products demonstrate our commitment in developing products that include a responsible balance of recycled and virgin fiber, and still deliver strong performance and environmental benefits."

Kimberly-Clark says it is set to launch a multipronged marketing campaign that will include print and television ads and a web video series featuring green home tips, as well as "targeted online social networking and blogger outreach."

Scott Naturals products will hit major retail stores in North America later this month.