Several Tencel fiber developments address the needs of specific market segments. Tencel Skin is optimized for usage in facial masks, Tencel Biosoft is ideal for hygiene products and Tencel Touch is the optimized wipes fiber. Wolfgang Plasser, vice president and general manager of business unit Nonwoven Fibers at Lenzing AG says the cellulosic gap theory predicts a growing demand for cellulose-based fibers in the years ahead. "Combined with an increasing awareness of sustainability, fibers that are based on renewable raw materials and produced in an ecofriendly way clearly have a competitive advantage," he says. "Lenzing continues to invest in its fiber plants globally and will start producing Tencel at its new flagship plant in Austria in 2014." Lenzing announced earlier this year that it is building what it says is the most modern fiber production line in the world in Lenzing, Austria.