After gaining popularity in India?s Rs.18.5 billion skincare market, Kaya Skin Clinic has revamped its brand identity for the first time since its inception in 2002. 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.
The move is in consequence of a series of consumer contact programmes done by the company last year where respondents were asked about changes they would like to see in brand Kaya. Says Suvodeep Das, head ? marketing, Kaya Skin Clinic, ?It was observed that most of the times, consumers who trusted the brand were visiting the clinics when they had a skin problem and less for routine beauty treatments. On further investigation it was discovered that the brand?s ?clinical? look and feel had added to this perception.?
As part of the rebranding exercise, the company has launched a new muti-media campaign with the tagline ?Love what you see? and a new logo. While the new tagline is an expression of how consumers feel after a visit to Kaya, the objective behind redesigning the logo is to connote the brand?s warmth and expertise. The primary colour of the logo is burgundy, which is a warm and rich colour that connotes expertise and premium services. The font is softer and rounder at the edges, giving warmth to the brand. This rebranding will be rolled out across all Kaya Skin Clinics in India and its product packaging. While Salt Brand Solutions is the creative agency behind Kaya?s makeover, Eureka Moment has re-designed its retail identity. The campaign has been launched in print, outdoor and online and will be followed by a television commercial later this year.
?All these moves are meant to move the brand closer to what consumer wants?a dermatology-based expert offering science-based solutions, customised to individual needs. The new Kaya is contemporary, inviting and aspirational,? adds Das.
The skin care market in India is anticipated to grow at around 19% annually during 2012-2014. Professional skin care, notably, is a segment that will see steady growth as both men and women open up to going to skin care therapy centres and dermatologists for skin procedures and treatment products. In fact, experts see a clear shift from products to services as consumers are willing to pay more. Over the years, the skin care basket has increased from one to 5-6 products with the average monthly spend anywhere between Rs 2,000-10,000 depending on the age group. Keeping all this in mind, Kaya has started adding more premium services in its portfolio.
Harish Bijoor, brand guru and CEO, Harish Bijoor Consults, observes how the skin care segment is divided into two parts?preventive (cosmetics) and curative (pharmaceuticals)?the former being a larger chunk of the Indian market. ?The timing is perfect for Kaya’s rebranding as the brand had started sinking into the curative space. With the competition intensifying in this segment, while companies refreshed their brands every five years, now the same is happening once in three years,? he says.
Currently, Kaya has footprints across 25 cities with 83 clinics and 16 product counters Last year, the company recorded a turnover of Rs 239 crore. The company will consider new distribution channels this year. For instance, while it is already working with Rediff, talks are on on for selling products and services through other online retailers.