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Panacea’s Co-Founder Introduces The Brand

August 9, 2018: 12:00 AM EST
In an interview with PSFK.com, Terry Lee, the co-founder of new direct-to-consumer beauty brand, Panacea, talks about the business. He believes gender-neutral beauty should be the norm today, and that it’s important for consumers to commit to a daily routine in skincare, to provide “momentum” throughout day. He also commented on the brand’s commitment to minimalism - a small number of products to help drive quality - and transparency - to build consumer trust and loyalty. Lee said the brand could look offline too and omnichannel should be an ambition, but it’s too early for Panacea. Also, with only a small number of products, it would be difficult for the brand to “dominate” the shelf space in stores. Lee added that Panacea is not positioned as a personalized problem-solver, but for daily use to address issues highlighted by consumer feedback. The initial three products in the range, therefore, should be seen as a first step, in “a series of hundreds—or thousands—of steps in our journey”, with new products coming.[Image Credit: © Panacea]
"Interview: How A DTC Skincare Brand Builds Consumer Routines Using Customer Insight", PSFK, August 09, 2018, © PSFK LLC
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