Kaya Skin Clinic undergoes complete makeover

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.

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.

Salt Brand Solutions is the creative agency behind Kaya's creative makeover, and Eureka Moment has re-designed its retail identity.

Kaya Skin Clinic used to be positioned as 'an expert solution provider for skincare problems', and is now positioned as 'a personal guide for total skin care'. The tagline of the skin care chain has changed from 'Let Your Skin Talk' to 'Love What You See'. The new tagline is an expression of how consumers feel after a visit to Kaya.

This change is meant to reflect new consumer expectations in today's maturing skin care market. Kaya seeks to establish a key shift in consumer perceptions. As Mahesh Chauhan aka Mash, co-founder, Salt Brand Solutions, puts it, "It is essentially a migration from the problem solution space to beauty enhancement services. It's an effort to bring in greater relevance, newer audiences, and more energy into the brand."

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 customised 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.

Addressing the brand's identity change, Suvodeep Das, marketing head, Kaya Skin Clinic, says, "The brand is much more than just a problem-solver; it offers the consumer complete beauty transformations. This repositioning exercise is not just about communicating a change in brand identity. There is a new portfolio of services, new service design within the clinics, and a new retail identity at the clinics that is being launched. The new look of Kaya is young and fresh."

The primary color of the new logo is burgundy. Being a warm and rich color it connotes the values and virtues of the brand, namely, expertise and premiumness. Also, the font used in the new logo is softer and rounder at the edges, lending warmth to the brand.

On the service front, accompanying this brand revamp are several new services such as Signature Face Therapies that are meant to enhance the brand's everyday skincare services offerings.

Actor Giselle Monteiro is the new face of the brand's latest campaign post the revamp.