A luxury house's arrival in Turkey begins long before any counter opens. For Noble Panacea, the process started with regulatory registration and customs planning; the brand's single-dose format demanded particular care in labelling and storage.
The second phase was channel selection. A science-led brand needs doors that can tell the right story: trained beauty advisors and teams able to translate laboratory language for the customer. Pre-launch training was therefore at the centre of the calendar.
The third phase was visibility: in-store presentation, digital content and press activity launched together, with one goal — to explain, from month one, why the brand is different, with the same clarity at every touchpoint.
Today Noble Panacea has taken its place at our selected retail partners in Turkey. The launch is the newest example of YARS's customs-to-counter model, run under one roof.