LOHAS is an acronym for ‘Lifestyles of Health and Sustainability', a segment of consumers concerned about issues such as sustainable living, the environment, health and fitness."The distinctive feature about this market is that these consumers want their products to be eco-friendly, yet also to meet high standards of quality. They want every part of their lives to be sustainable,” says Svenja Eichenberg, Vice President, Marketing & Design at Metsä Tissue.Metsä Tissue's new product, Fasana Balance, combines high quality, recycled raw material and fully biodegradable organic packaging film. Both the product and its packaging are fully compostable.Metsä Tissue's designers have collaborated with trend scouts in developing four different designs in eco-friendly colours matching the styling preferences ofthe LOHAS segment.