Kaya goes in for facelift

The hair and skin care services brand is trying hard to change consumer perceptions

Kaya, the hair care and skin care services business of Marico (contributing seven per cent to the parent’s turnover of Rs 3,128 crore) has just undergone a face-lift. The change has been initiated at several levels. At the most visible level, Kaya will now have a new logo with the tagline ‘love what you see’. The new identity, which has been crafted after a period of nine years — the first since the brand was born — will span across all marketing efforts. In the second phase, the company will revamp the product packaging and invest in a new retail design.

The makeover is driven by Kaya’s attempt to change consumer perceptions. “Most people classify Kaya as a place to visit only when there is something wrong with their skin. We want to change that and showcase that even people with normal skin can visit for skin maintenance,” asserts Suvodeep Das, head (marketing), Kaya Skin Clinic. For this, in the last 18 months, the brand has introduced several enhancement solutions which are targeted at people who may not be dealing with a particular skin problem. The new retail environment, which will roll out in phases will also communicate this new change. “We want the environment to look less like a clinic and make it more interactive,” says Das.

Read more here: http://www.business-standard.com/india/news/kaya-goes-in-for-facelift/462301/