Kaya Skin Clinic ushers in the New Year with a brand new identity

Company Brief

Mumbai, January 2, 2012

Kaya Skin Clinic, India’s largest chain of skincare clinics, today announced 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.

As pioneers of skin care in India, Kaya Skin Clinic has been at the forefront of offering transformative, state-of-the art bespoke services to consumers in India. Standing at the forefront of the industry today, Kaya’s new look is inspired by insights gained through research and consumer feedback. It 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, customized to individual needs. The new Kaya is contemporary, inviting and aspirational.

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 & expertise. The primary color of the logo is Burgundy, which is a warm and rich color that 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.”

As a part of its new avatar, Kaya Skin Clinic recently launched services like Signature Face Therapies that offer the best of science and nature, giving a good mix of expert skincare while making the customer feel pampered and relaxed. These are a part of several new services that are in the pipeline to enhance the brand’s everyday skincare services offerings.

Kaya's re-branded image goes beyond the limits of offering just a product or a service. It creates a new link between itself and the aspirational urban Indian woman, promising a transformation and changing the way the world looks at her.

For further information, please contact:

Edelman

Nishi Mulchandani

Phone: +919833165371

Email: nishi.mulchandani@edelman.com