Fragrantly Beautiful

REAL BEAUTY IS SKIN BEAUTY

A concept note from Kaya Skin Clinic

Company News,MUMBAI, June 29

The most important aspect of looking beautiful is having flawless, glowing skin. You can't look beautiful unless you have beautiful skin. No amount of make up or concealing can substitute good-looking skin.

Hence was born the theme of the campaign - 'real beauty is skin beauty'. The campaign is a natural extension of the earlier campaign where the underlying message was the importance of healthy & flawless skin. This is in addition to the fact that Kaya helps you bring out your natural skin beauty.

The current campaign is also an indication of the role that Kaya Skin Clinic plays in the life of its client, and eventually, the difference that it makes to their skin and overall confidence.

At Kaya we help you reveal the true beauty of your skin. Because our services do not cover up your skin like make up does, but brings out the best in it by visibly improving the way your skin looks and feels.

Genesis of the campaignA research was done among some existing Kaya clients and some prospective customers on how they felt about their association with Kaya. The underlying response from most customers was - "Kaya gets the skin back to what it was" or it brings out "the naturally beautiful skin".

Another very strong message that came through from the consumer research was the temporary nature of make up which only bring a short-term solution to good-looking skin. So when the clients said they trust Kaya to give them a permanent solution to their naturally beautiful skin, the concept of “make up is temporary, beautiful skin isn’t” & “you can’t live 24 hours in make up” was born.

Talking about having designed the campaign, Alok Nanda, Managing Director, Alok Nanda & Co, said, “Kaya is all about simplicity, honesty and integrity. Not about false claims. What we did was merely express what our customers were saying about make up and beautiful skin. There was no need for embellishments or cleverness. The campaign has stood out precisely because of its simplicity.”

The campaign has been unleashed in Mumbai with a 360-degree media plan of Print, Outdoor & Radio. Print medium includes both mainline dailies & magazines, which are popular amongst Kaya’s target audience. For the first time, there is also the Outdoor medium (hoardings), which has been explored. There has been a clear-cut shift in Kaya’s advertising strategy from its earlier ‘service driven’ advertising to its current ‘skin-centric’ advertising. The objective of the campaign is proof of the fact that “Kaya offers you real beauty through beautiful skin”.

For further information on Kaya products and services, please contact:Kaya Skinfoline: 1800-22-5292, Email on info@kayaclinic.com, Website: www.kayaclinic.com

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posted by Cheryl Levesque @ 1:14 PM