Published
Mar 8, 2022
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Kaya unveils new brand identity, launches digital campaign for International Women's Day

Published
Mar 8, 2022

Skincare brand Kaya has unveiled a new brand identity to focus on its younger customer base and has launched a new digital campaign to celebrate International Women’s Day. 

Kaya is focusing on its younger customer base and engaging in interactive digital marketing - Kaya


Kaya announced its new brand mantra ‘Beautiful is You’, along with its new digital campaign for International Women’s Day which aims to, “celebrate women exactly the way they want to be celebrated,” the brand announced in a press release on March 8. Kaya’s new digital marketing strategy is part of its shift to focus on its growing younger customer base. 
 
“Kaya believes and respects that each individual knows their beauty desires best and must be empowered with free will free to fulfil each of those in the way you personally best deem fit, because you know best,” said Kaya’s vice president and head of marketing Samyukta Ganesh Iyer in a press release. 

“This International Women’s Day we wanted to celebrate these beautiful women and give them a platform to be candid and share what women are truly seeking, deeply thinking and really expecting. The answers were super unfiltered and candid and we absolutely loved it as that is the true essence of Kaya– a culture of you do you. Our campaign #WhatWomenWant calls for a celebration of this uniqueness and gorgeousness.”
 
The brand also partnered with a group of influencers including Nauheed Cyrusi, Siddhi Mehta, Rajshree Sawant, Diksha Chutani, and Mehak J to create a brand film and digital campaign centring around the message of what women really want. 
 
Over 85% of Kaya’s team are women, according to the brand, which has carried out hiring drives for women at every level of its business, including its senior management. Kaya Limited retails its ranges of skin and haircare products in over 70 Kaya Clinics across India. 

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