Kaya, the brand specialising in dermatology-backed skincare and haircare, has been in the business for 18 years and achieved numerous milestones under the Kaya Skin Clinic name.
Almost two decades later, the brand has realigned its purpose to focus on its ever growing base of young consumers and unveiled a new brand identity that will resonate with the younger crowd. The new narrative is inspired by its new generation of customers – Gen Zs and young millenials.
One of the things that attracts young millennials and Gen Zs the most is brands with purpose. With ‘Beautiful is You’, Kaya will continue to help consumers discover products and services that are right for them, while reiterating the mantra that everyone is inherently beautiful.
Younger consumers also have a playful way of taking every experience and making it their own. When it comes to beauty, they read labels and evaluate what they consume in an attempt to make it work for them.
With this kept in mind, Kaya has chosen ‘Beautiful is you’ as its brand mantra, which is a choice to help one define and achieve one’s own version of the most beautiful. Departing from the preconceived notions of beauty, it’s about empowering the customer and giving them the freedom of choice to achieve what they perceive as the best version of themselves and to own their beauty.
The new motif which is part of all their communication connotes their purpose and inclusivity for one and all.
The refresh not only upholds Kaya’s legacy of being skincare experts, but also re-establishes its expert position in Indian skin culture for a new generation. The new brand campaign features a diverse set of models that represent its consumers, young, confident and bold women who are comfortable in their skin.
Apart from its new brand identity, the brand has also elevated the digital experience for users across marketplaces such as Amazon and Nykaa and its collaborations with cult fit and CRED. An all new AI assessment tool has been made available on the website to mirror the offline customisation experience. This will allow consumers to have access to the best personalised service both online and offline.
Kaya’s recent festive campaigns saw the new brand identity being brought to life in a campaign for the first time since the revamp, and both embodied the ‘Beautiful is you’ brand mantra.
Kaya’s new brand vision seamlessly integrates an omnichannel experience straddling the in-clinic and digital spaces while championing the spirit of self-love, inclusion and being one’s own best beautiful.