Kaya Skin Clinic undergoes a brand makeover

 Kaya Skin Clinic has undergone a complete revamp of its brand identity. This change is in line with a new market positioning and a shift in perceptions that Kaya now seeks to establish, moving from an expert solution provider for skincare problems to a personal guide for total skin care. This rebranding will be rolled out across all Kaya Skin Clinics in India, 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.

The objective of redesigning the logo unit is to connote the brand’s warmth and expertise. The primary colour of the logo is burgundy, which connotes expertise and premiumness. The font is softer and rounder at the edges, giving the brand warmth. The new tagline: ‘Love what you see’ is an expression of how consumers feel after a visit to Kaya.

Commenting on the identity change, Suvodeep Das, Marketing Head, Kaya Skin Clinic, said, “Kaya has built a reputation as the ultimate expert that solves all skin problems. 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, as personified by the face of this brand campaign, Giselle Monteiro.”

Kaya brand revamp reflects the changing expectations and aspirations of the urban Indian woman. This moves the brand closer to what consumers want – a dermatology-based expert offering science-based solutions, customised to individual needs.

As a part of its new avatar, Kaya Skin Clinic recently launched services like Signature Face Therapies. Several more new services are in the pipeline to enhance the brand’s everyday skincare services offerings.

For the record, Kaya Ltd, Marico’s wholly-owned subsidiary, delivers skin care solutions in India and overseas through its range of Kaya Skin Clinics (82 clinics in India, 18 clinics in the Middle East and two clinics in Bangladesh). In 2010, Kaya acquired the aesthetics business of Singapore-based DRx Clinic. During 2010-11, the company recorded a turnover of Rs 239 crore.