Kaya Ltd. was launched 18 years ago when many of us did not think beyond the normal beauty parlours for our beauty needs. Kaya entered this market with specialized services for the skin and hair. Kaya provided customized and personalized skin and hair care solutions with over 70 Kaya Clinics across India. Kaya has also developed a range of skincare products with expert dermatologists for everyday skincare essentials.
Kaya delivers flawless skin and healthy hair through expert skin and hair care solutions that includes services in the areas of Acne/Acne-scar Reduction, Brightening, Pigmentation, Anti-Aging, Laser Hair Reduction, etc. along with regular beauty enhancement services.
In an exclusive chat with Medianews4U, Samyukta Ganesh Iyer, Vice President and Head of Marketing, Kaya speaks to us the uniqueness of Kaya, the new campaign and much more.
Kaya was way ahead of traditional beauty parlours, how have you maintained your uniqueness in this cluttered market?
Kaya is a one-of-a-kind beautiful, bespoke experience crafted by our expert 100+ dermats across our 70+ clinics in 22 cities pan India. We offer 600+ services, 60+ products to help our consumers achieve all their skin desires. We are not a parlour, a spa, a salon – we are Kaya, an expert-led aesthetic, world-class experience for India. We have always been ahead of the curve, a visionary brand with high dermat expertise, state of art techniques and technology, innovative R&D, that come together to bring the latest from the world of beauty and aesthetics.
Your new campaign ‘Beautiful is You’, what was the strategy behind this campaign?
The new brand narrative is inspired by its young customers – Gen Zs and Millennials. Being future relevant for our younger audiences is about empowering them with the freedom of “choice” to find “their own best beautiful”. It’s inclusive, it’s individualistic, it’s about the culture of “you do you” as you know best and Kaya is here to help you every step of the way in your journey in the manner of your choosing – in-clinic, online, services, products – we have a holistic offering for all your skin desires wherever and whenever and however you would like for Kaya to be there for you. This new purpose-driven, Gen Z-focused, digital-first brand identity, reaffirms our authority in the industry and represents a shift that will boost Kaya to reach yet another pinnacle for building an expert skincare and haircare destination of the future.
Today thanks to the pandemic, WfH we are seeing more and more DIY skin care etc., how did you navigate through the whole lockdown and pandemic?
Kaya is an Omnichannel brand. We have 70+ clinics in 22+ cities. We have established presence across marketplaces – Amazon, Nykaa, Myntra. During these unprecedented times, we elevated our digital experiences via collaborations – Cult Fit, Cred. Our digitization mirrors offline customization via an all-new AI assessment tool on the website – shop.kaya.in the website reflects the changing expectations and aspirations of the new consumer, customized to individual needs. Kaya has a 60+ strong product portfolio, crafted on the strength of processed natural ingredients and actives with guaranteed efficacy from our 100+ dermats. Our product mix pans across categories, skin types, age groups and varied self-love wishes, from youth elixirs to sun protectors to super hydrators to gentle products for sensitive skin to acne fighters to fun formats like masks, peels to pampering hair and body essentials, Kaya has it all. Our dermats also offer web consults from the comfort of your home.
Can you tell us as to how the young generation or Gen Z look at Kaya in comparison to other beauty parlours?
Kaya is an expert brand. Our expertise lies with our 100+ super skinfluencers – our highly qualified dermats. Our dermats are unique – they understand skin from a deeply rooted scientific perspective and beautifully combine it with their heightened sense of aesthetic artistry. They are truly master artists at work and our consumers come to us for this unique gifted experience that is like none other! Kaya truly is India’s ultimate skin and beauty destination that curates alleviated personalization to help customers discover products and services that are right for their unique selves.
How do you market Kaya, is it totally digital now?
Kaya is a digital-first brand. It’s a highly interactive brand. We speak to our consumer’s one on one and digital offers us a great way to have deep conversations with our consumers. It opens up channels of communication to create awareness, create new standards, answer FAQs and finally allows for them to come to us into our clinics. It’s a beautifully integrated system that harnesses the power of digital and online marketing to invite our consumers into our offline world to help them experience Kaya at its finest in a truly customized style.
Is Kaya heavily into influencer marketing? Community-driven approach backed by dermats, skin fluencers and young consumers – can you please elaborate on this?
Kaya’s approach to influencer marketing is very unique. It’s authentic. Our content strategy is based on communal dialogues in a 3 pronged approach: dermat speak (expert), influencer experientials (in-clinic and product immersions), and customer testimonials. This creates a very real, refreshingly simple yet elevated original content experience, leading to great quality creative output.
Future endeavours by Kaya?
We are launching Body Sculpting in Delhi – a one-of-a-kind journey for the body perfectionists. For the ones who are training hard, for the fitness freaks, for the health junkies, for the lovers of the perfect bod – this is a unique offering aimed at helping you lose that last inch, that tiny stubborn fat – the little belly fat, arm fat, thigh fat, double chin that refuses to go despite all your best regimes – this is for helping you reach that finishing line in a triumphant masterstroke. #sculptthatperfectbod.
We have just launched two fantastic game changing innovative products –
Super Hydrator powered by hyaluronic acid, shea butter and colloidal oats;
Retino Boost Serum enriched with Retinol, Niacinamide and Hyaluronic Acid and a secret gold standard ingredient – Matrikines 3000 that is guaranteed to make you 2 years younger in just a month!
We are extremely excited about our AHA-BHA launches in the festive and wedding season crafted with the highest R&D creativity!
Keep watching this space for more.
