Kaya undergoes brand revamp to target young consumers

  • Published | 26 November 2018

Company drops ‘Skin’ from its brand name, invests INR 15 crore in revamping its clinics, besides introducing hair-care treatments, including spas and transplants

India: Kaya Skin Clinic, Marico's wholly-owned subsidiary, has launched its new brand identity. It includes a revamped logo, new tagline, fresh market positioning, and change in the overall look-and-feel. This rebranding will be rolled out across all Kaya Skin Clinics in India, and be visible across its product packaging and advertising. Skincare ProductKaya, whose clientele mainly includes high net worth individuals (HNIs) in 26 cities, wants to break away from its image of being just a skin treatment centre to appeal to relatively younger set of customers. To begin with, the company has dropped ‘Skin’ from its brand name, invested INR 15 crore in revamping its clinics and introduced a range of hair-care treatments, including spas and transplants. There is a deeper focus on laser hair removal treatments both for men and women, which contributes 30% to the company’s overall revenue. “The rebranding exercise is targeted to change the perception of Kaya being a skincare clinic. The name ‘Kaya Clinic’ reflects a wholesome offering, including services and products for body, hair as well as skin,” according to Rajiv Nair, chief executive, Kaya Limited. Hair transplants will be the company’s big focus area going forward. Besides, it also sees a growth opportunity in the products segment. Kaya has also launched an all-natural range, Derma Naturals, for selling affordable sheet masks. The company will soon launch lip balms and hair care products starting at INR 125 across e-commerce platforms. Kaya’s range of products has gone up from 45 individual items or stock keeping units (SKUs) to 75 SKUs, including skin creams, shampoos, lotions, and sunscreens. The products are sold through its 100 clinics and over 150 multi-brand outlets (Shoppers’ Stop and Lifestyle) and modern trade retail (Health & Glow, Religare Wellness and NewU). It recently launched more small and travel-friendly packaging to help new customers sample the brand. The firm recently started selling its products through pharmacies in Mumbai and plans to scale up further in cities such as Pune, Bengaluru, Hyderabad, Delhi, Kolkata, and Chennai. Expansion in shopping malls across the country is also on the cards. The company is also trying to expand its distribution network to semi-organized players. Kaya also operates in West Asia with around 24 clinics. According to BlueWeave Consulting, the brand has changed its positioning statement from 'an expert solution provider for skincare problems' to 'a personal guide for total skin care'. This change draws on new consumer expectations in today's maturing skin care market. This change is meant to reflect new consumer expectations in today's maturing skincare market. Kaya seeks to establish a key shift in consumer perceptions. Specifically, consumer insights, feedback, and research revealed the changing expectations and aspirations of the urban Indian woman. It was found that this TG (target consumer) wants a dermatology-based expert that can offer science-based solutions that are customized to her individual needs. This repositioning exercise thus serves to move the brand closer to what consumers want and position it as a contemporary and aspirational brand that promises a transformation. According to the report by BlueWeave Consulting on “Global Skincare Product Market by Type (Face Creams and Body lotions), by Face Creams (Skin-Whitening Cream, Anti-acne Cream, Anti-Aging Cream, Sunscreen Lotions and Others), by Distribution Channel (supermarkets, hypermarkets, speciality stores and online channels); Size and Forecast by 2018-2025, the Global Skin Care Product market is expected to grow at a CAGR of 4.58% during 2018-2025 in terms of value. The market is expected to reach over USD 1, 84,400 Million by 2025. The demand for global skin care market is expected to grow at the fastest rate, during the forecasted period. Skin care products are witnessing tremendous growth due to factors like availability of products online, new formulations, rise in demand among both male and female consumers, development of organic skincare solutions and anti-aging & multi-benefit personal care offerings.