From skin to comprehensive aesthetic care: a 15-year journey called Kaya Skin Clinic
From a single clinic in the bustling heart of Dubai to the region’s leading fully owned chain with 24 clinics across the GCC, the Kaya growth story is a journey through learning, insights and opportunities.
It all began in the summer of 2003, with a promise to deliver world class skin care in the Middle East. The first Kaya Skin Clinic opened its doors to a whole new approach, blending dermatological expertise, a refined sense of aesthetics and a culture of caring.
Creating beautiful relationships with customers in the GCC’s prime cities, Kaya has grown to be the region’s pre-eminent name in skin, hair and body care. With customised solutions for every stage of life – from the acne of adolescence to the stretch marks of motherhood and the challenges of mature skin – Kaya is passionate about preserving and enhancing the essential vitality that defines every individual.
A number of reasons why Kaya is special
To be in the right place at the right time, is a prerequisite for success. The flourishing skincare market in the Middle East has proved to be a valuable megatrend for Kaya to capitalise on. With a comprehensive approach to skin, hair and body care across the generational spectrum, Kaya has grown with the baby boomers and turned back the clock to resonate with the needs and tastes of millennials who now join in to drive demand. There’s never been a better time to be at the forefront of aesthetic services. With the UAE being positioned as a regional beauty hub in a forecast at US$2.7 billion, the future looks fabulous.
Defining skin care, redefining the clinic as we know it
Spring 2017 signified a key milestone in Kaya’s journey in the Middle East. Kaya revealed a new brand identity, reflected in a re-imagined environment with two new clinics in Dubai – BurJuman and Barsha Heights. 2018 saw the #allnewKaya experience in the Sultanate of Oman, at Muscat City Centre, followed by two relocations in Abu Dhabi – one within Abu Dhabi Mall and the other, to Al Wahda Mall in July 2018.
The new clinic heralds what could be called “Skin Clinic 2.0” – the next generation Skin Clinic. It represents the evolution of a skin clinic experience into something that will redefine the model for the category, for time to come.
Vikas Agarwal, CEO takes us backstage as he shares the thinking behind it all. “Centred around the principles of customers-first and continuous improvement, we make every effort to reach the optimum level of in-clinic experience; the right balance between clinical surroundings, and a futuristic customer experience . In fact, our new unique clinical experience #allnewkaya has set the benchmark in the region. But while we celebrate what we have achieved, we want to raise the bar a little higher each year.”
The evolution of #allnewkaya began with the brand’s quest to understand what goes into making a customer feel truly special. At the heart of it all was a key insight: customers seek a clinic experience that is all about them. Every visit, every moment must feel special, designed for them, to make them look good and feel great. An experience where science meets beauty.
When ‘Superbrand’ becomes a way of life.
Kaya’s customer relationships stem from a culture of listening with a view to understand individual needs at a deeper level and craft personalised solutions that deliver desired outcomes. Little wonder then, that Kaya has won Superbrand status 9 times in a row in the UAE – true recognition of customer satisfaction with the brand across the region.
Evolving with the customer
Innovation and adoption of the latest technologies are core activities as Kaya creates an ever-growing range of skin, hair and body care treatments. Key to Kaya’s success has been the ability to respond to fast-evolving consumer needs. Instances include enhancement services such as Kaya Sweat-Free, a ‘first’ in the region; as well as a range of Hair Solutions, Kaya Intimate Rejuvenation treatments and Skin Lifting with HIFU. Due diligence is everything. Careful examination and in-depth testing precede every launch, ensuring safety and efficacy to the highest standards.
Generation ‘wow’: New consumers, new communication channels.
What does it take to build a trusted brand in a digital world? Relationships based on authenticity and a persona that resonates with a whole new generation of affluent young consumers, meeting them on social platforms in a manner that’s involving, not intrusive. Kaya constantly works at staying close to the customer, helping make the right choices. The informative new website is virtually the Clinic and its expertise at their fingertips.
15 is just the beginning.
An exciting, challenging world lies ahead, full of promise and opportunities for business growth as well as individual accomplishment for every member of the organisation. Kaya wishes to celebrate this milestone with every customer and stakeholder. The future has only just begun – and it looks beautiful.