{"id":199932,"date":"2026-03-25T09:21:19","date_gmt":"2026-03-25T09:21:19","guid":{"rendered":"https:\/\/www.europesays.com\/se\/199932\/"},"modified":"2026-03-25T09:21:19","modified_gmt":"2026-03-25T09:21:19","slug":"lyko-i-ny-fas-risken-att-inte-investera-ar-storre","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/se\/199932\/","title":{"rendered":"Lyko i ny fas: &#8221;Risken att inte investera \u00e4r st\u00f6rre&#8221;"},"content":{"rendered":"<p>Unga konsumenter \u2013 en balansg\u00e5ng<\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">En mer komplex fr\u00e5ga r\u00f6r bolagets unga kundbas. Sk\u00f6nhetsprodukter n\u00e5r i dag allt yngre konsumenter, vilket v\u00e4cker fr\u00e5gor om ansvar.<\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">&#8221;Vi vill inte att man tar sk\u00f6nhet p\u00e5 stort allvar&#8221;, s\u00e4ger Rickard Lyko.<\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">Ist\u00e4llet vill han att konsumenten ska leka runt med produkterna och tror inte att en perfekta ytan l\u00e4ngre \u00e4r m\u00e5let f\u00f6r alla. Sj\u00e4lv tycks ha en hyfsat ambiti\u00f6s &#8221;beautyrutin&#8221; med kr\u00e4mer och allt d\u00e4rtill. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">&#8221;Det \u00e4r en kul bransch&#8221;, s\u00e4ger han. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">Samtidigt konstaterar VD:n att det finns en negativ utveckling d\u00e4r den d\u00e4r lekfullheten kan \u00f6verg\u00e5 i ett behov. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">Och d\u00e4r vissa unga anv\u00e4nder aktiva produkter de absolut inte beh\u00f6ver. S\u00e5 som anti-rynk-preparat. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">Lyko f\u00f6rs\u00f6ker informera snarare \u00e4n begr\u00e4nsa, men saknar i praktiken verktyg f\u00f6r att styra anv\u00e4ndningen. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">&#8221;Vi kan inte kontrollera det fullt ut. Men risken att du anv\u00e4nder dessa produkter och tar skada \u00e4r v\u00e4ldigt l\u00e5g&#8221;, s\u00e4ger han. <\/p>\n<p><img alt=\"Sdlkyovy9fkp78\" decoding=\"async\" data-nimg=\"fill\" class=\"rounded-2xl max-w-full\" style=\"position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent\"   src=\"https:\/\/www.europesays.com\/se\/wp-content\/uploads\/2026\/03\/1774430479_775_image.jpeg\"\/>K\u00f6 utanf\u00f6r Lykos butik p\u00e5 Drottninggatan i Stockholm. <\/p>\n<p class=\"font-sans text-base text-text-main dark:text-text-main-dark font-normal leading-[1.4]\">Lyssna p\u00e5 hela intervju i Placerapodden <a class=\"text-primary-90 hover:text-primary-110 underline hover:no-underline\" rel=\"noopener noreferrer nofollow\" target=\"_blank\" href=\"https:\/\/open.spotify.com\/episode\/5hoL1Vr1aZSsVChLHRF5B1?si=588c8d70a58b41d9\">h\u00e4r<\/a> eller <a class=\"text-primary-90 hover:text-primary-110 underline hover:no-underline\" rel=\"noopener noreferrer nofollow\" target=\"_blank\" href=\"https:\/\/podcasts.apple.com\/se\/podcast\/lykos-vd-om-den-nya-verkligheten\/id1451205033?i=1000757186689\">h\u00e4r. <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Unga konsumenter \u2013 en balansg\u00e5ng En mer komplex fr\u00e5ga r\u00f6r bolagets unga kundbas. Sk\u00f6nhetsprodukter n\u00e5r i dag allt&hellip;\n","protected":false},"author":2,"featured_media":199933,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[65],"tags":[72,70,71,14181,34,31,33,32,30],"class_list":["post-199932","post","type-post","status-publish","format-standard","has-post-thumbnail","category-ekonomi","tag-business","tag-economy","tag-ekonomi","tag-lyko-group","tag-se","tag-svenska","tag-sverige","tag-sweden","tag-swedish"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@se\/116289083122070156","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/posts\/199932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/comments?post=199932"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/posts\/199932\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/media\/199933"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/media?parent=199932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/categories?post=199932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/se\/wp-json\/wp\/v2\/tags?post=199932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}