ELLE is a renowned world-wide high-end fashion magazine brand owned by Lagardere Active. Its Chinese edition is published under licence by Hearst Magazines China.
ELLE China was launched in 1988 and it was the first international fashion magazine in China. The magazine now reaches over 1.3 million readers and it has the biggest advertising market share among the high-end fashion magazines.
Due to market demand ELLE China decided to change from monthly production to biweekly production in 2012. At the same time the management of ELLE China wanted to improve the environmental performance and green credentials of the popular magazine. They wanted the magazine to be printed on paper that combines top quality and environmental responsibility. The natural choice was UPM Finesse Classic Gloss coated paper produced by the UPM Changshu mill.
The paper is certified by the Forest Stewardship Council (FSC®) which ensures that the raw material is sourced from sustainably managed forests, in an environmentally-friendly, socially responsible and economically viable manner.
The Biofore Effect
The producer of the paper, UPM Changshu mill, is also a fine example of good environmental performance. In accordance with the Biofore strategy the mill emphasizes resource efficiency and responsibility in all of its operations.
The Biofore Effect is visible for all to see. Over 10 years, the Changshu mill has reduced its water consumption by 65% and energy by 25%. What’s more the mill has decreased the amount of waste to landfill by 65%.