Paper towels appear in many familiar moments: on the dining table, in the kitchen, living room, office, car or on trips. A sheet of paper is taken out when it is necessary to wipe hands, face, treat water stains or clean a surface.

This is a product that has very little value each time it is used, but appears with high frequency in life. Therefore, seemingly simple factors – whether a sheet of paper is soft, tough enough, how absorbent it is, whether it is convenient to use – greatly determine the user’s experience.

Laumee was built from those very needs. As a Vietnamese tissue brand, Laumee aims to create products that suit the way Vietnamese people use tissue in daily life.

Image suggestion: Laumee product set in a modern Vietnamese living space, prioritizing real photos. Be it the dining table or the kitchen with naturally occurring products. Overlay: “Laumee – Vietnamese tissue brand for Vietnamese people”.

Laumee starts with a very familiar action: “Lau”

Laumee is a brand belonging to QNP Consumer Goods Joint Stock Company, developing tissue products for consumers and businesses.

The name Laumee originates from the spirit of “Lau mee”. The two letters “e” create a feeling of being close to the sound “ê”, giving the brand name a modern look but still retaining a close association with Vietnamese.

“Lau” is also a very familiar action.

Wipe hands after meals. Wipe a water stain on the table. Clean the kitchen after cooking. Wipe children’s faces. Wipe a surface when spilling a drink. Or simply take a piece of paper because you know it will be needed in a certain situation.

These things happen so quickly that we rarely notice.

But from a product perspective, each situation poses a different requirement. Paper used on the dining table needs to be convenient. The paper used to wipe hands needs to feel comfortable. Paper used in the kitchen must meet common cleaning situations.

Therefore, for Laumee, “lau” is not just a meaning in the brand name. That’s the starting point to look at the actual needs behind a tissue product.

[IMAGE 1 – “LAU”]

Image suggestion: Design the word LAU as the center, surrounded by 4 usage situations: dining table, kitchen, family, car. A visual transition can be created from LAU → LAUMEE.

Paper towels for Vietnamese people start from very specific needs

A tissue product can appear in many places, but the usage is different.

In a family, paper towels can be placed on the dining table to use after each meal, in the kitchen to treat water or stains arising from cooking, and in the living room to use when needed.

Families with young children have additional unique situations. Working people need a convenient product at their desk. When traveling, a small package of tissues in the car can also solve many unexpected needs.

It is that diversity that makes Laumee not see paper towels as just a product with a single use.

The brand chooses to approach the product from actual usage needs: where users get paper, what they use it for, and what makes them feel the product is suitable.

That is also how Laumee demonstrates the orientation of “Vietnamese tissue paper for Vietnamese people” – not starting from a big message, but from habits and needs that are very close to the lives of users in Vietnam.

[IMAGE 2 – LAUMEE IN LIFE]

Image suggestion: A lifestyle layout includes 4–6 contexts: family dining table, kitchen, living room, desk, car, mother and baby. Laumee products appear naturally in each context.

Understanding your users is just the starting point

Understanding how a product needs to be used is one thing. To create products that meet those requirements, a suitable production and quality control platform is needed.

At Laumee, the journey to creating products starts with raw materials.

The pulp is put through the spinning process and created into original paper rolls. After inspection, the paper continues to be laminated and converted according to the requirements of each product, before finishing, packaging and storing.

It is worth mentioning that quality is not only checked in the final product. Factors affecting the usage experience are controlled throughout the manufacturing process.

Laumee also cooperates with Valmet and a team of experts in Finland in applying quality management systems and standardizing testing methods.

Thanks to that, factors such as dosage, moisture, softness and absorbency are controlled during the production process.

[IMAGE 3 – LAUMEE FACTORY]

Image suggestion: Real factory photos, priority given to wide angle to show the production line. You can arrange 2 more detailed photos of the original paper roll and the conversion process of the finished product.

Behind a sheet of tissue is a whole process

A package of tissues when delivered to the user is quite simple. But to create a stable product, there are many consecutive steps behind it.

Selecting raw materials → folding paper and creating original rolls → inspection → lamination → converting → packaging → storage.

At each step, the product needs to meet certain requirements before moving to the next stage.

This is also the reason Laumee builds a quality management system right from the production process, instead of just focusing on the appearance of the finished product.

Besides the quality management system, Laumee applies ISO 9001, ISO 14001 and FSC® Chain of Custody (FSC CoC).

Each standard addresses a different part of the product creation process:

• ISO 9001: quality management system.
• ISO 14001: environmental management system.
• FSC® CoC: controls the chain of custody of FSC® certified materials.

When placed side by side, these are not just certifications to introduce the brand, but form part of the management system behind the product.

[IMAGE 4 – PROCEDURES & STANDARDS]

Image suggestions: Horizontal infographic design: Raw materials → Paper folding → Inspection → Layering → Conversion → Packaging. Below are 3 ISO 9001 certifications | ISO 14001 | FSC® CoC.

Raising the standard of a very familiar product

Paper towels are not a new product. Users also do not need to learn too much about technology to use a piece of paper.

But the difference lies in what they feel when using it.

A soft paper or not. Is it easy to tear? How absorbent is it? Is the paper structure suitable for its intended use? Is dosage and humidity stably controlled?

These are all specific factors, instead of general concepts of “quality”.

Therefore, Laumee focuses on characteristics that directly affect the usage experience and controls them during the production process.

Just because a product is familiar doesn’t mean it should be simple.

With Laumee, raising the standard of tissue paper starts with the details that users can feel each time they use it.

[IMAGE 5 – PAPER QUALITY]

Image suggestions: Macro images of tissue surface, texture/embossment, layer thickness or actual test images. If there are factory test photos, priority should be given to using real photos.

Making tissue paper is also a story about responsibility

A tissue product starts with raw materials originating from the forest. Therefore, product quality is not the only factor that needs to be considered in the production process.

Laumee chooses FSC® certified raw materials, aiming to source raw materials from sustainably and responsibly managed forests.

In the factory, a circulating dust filtration system is integrated on the line to control paper dust generated during the production process. Wastewater treatment activities are also managed according to the ISO 14001 environmental management system.

These choices form part of Laumee’s ESG orientation: looking at the product not only at the starting point with the raw materials and the ending point at the user, but also at the impacts throughout the product’s creation.

[IMAGE 6 – FROM FORESTS TO PRODUCTS]

Image suggestion: Visual following the flow Forest → Raw materials → Factory → Laumee tissue. Forest photos, original scrolls, necklaces and finished products can be used.

Four principles behind how Laumee makes products

Standards and processes make up the “hard” part of the product. But how a brand develops starts with the principles it chooses to pursue.

Integrity

Be transparent in what Laumee commits to and responsible for product quality.

Progress

Continuously improve products, processes and the way the brand serves users.

Dedicated

Pay attention to details that directly affect quality and user experience.

Understand

Start from actual needs to develop products that are more suitable for users.

These four principles are the foundation for Laumee to continue perfecting a tissue brand built in Vietnam and aimed at Vietnamese users.

[IMAGE 7 – BRAND VALUE]

Image suggestion: Photo of the Laumee/QNP team at the factory or during work. Set 4 values ​​of Integrity – Progress – Dedication – Understanding in a minimalist layout.

Laumee – Vietnamese tissue brand for Vietnamese people

Laumee starts from a very familiar word: “Lau“.

From that small action, the brand looks at situations where paper towels are used in life to understand what users need. From demand, Laumee invests in raw materials, production, testing and management systems to create products.

A sheet of tissue may only be used for a few seconds.

But to create products that are used every day, Laumee chooses to go deeper into what lies behind the paper: where the materials come from, how they are produced, how quality is controlled and what impact the process creates.

That’s how Laumee built its tissue brand: starting from the needs of Vietnamese people, making products with clear standards and continuously improving the elements that create the usage experience.

Laumee – Vietnamese tissue brand for Vietnamese people.

[IMAGE 8 – FINAL PHOTO]

Image suggestion: Product shot of Laumee in a real life space, possibly with hands picking up paper or a family using the product. The Laumee logo is placed at the bottom.