KAYA's #NoMakeUpDiwali focuses on ‘self-skin care’ this festive season

Kaya marks the beginning of festivities with an initiative of ‘No Makeup Diwali’ by further extending the narrative of ‘Beautiful is You’ as part of the re-branding. Kaya has recently unveiled a new identity, symbolic of a strategic realignment with its ever growing young consumer base. ‘ NoMakeUpDiwali’ reflects the “skinminimalism” lifestyle of the new age multitasking busy consumer.

Kaya has deployed a micro-influencer campaign with beauty voices and consumers to create various pieces of content that showcases the ease of being “skin ready” always. The idea is reflective of Kaya’s deep belief in crafting great skin and gifting you that gorgeous festive glow.

Kaya's Group CEO Rajiv Nair said: “Kaya has always been ahead of its time for almost two decades and a leading creator of  healthy skin and hair in India. With #NoMakeupDiwali, we are re-crafting Kaya’s identity that not only upholds our legacy but also re-establishes our expert position in Indian skin culture. Our festive campaign is inspired by our consumers who believe in being ready for all of  life’s precious moments”

Kaya's VP and Head of Marketing Samyukta Ganesh Iyer said: “With our new initiative ‘#NoMakeup Diwali’, we are confident that it will help our consumers be skin ready always. Getting your skin ready is like Diwali spring cleaning, it’s the basic, the core, the foundation before you begin the decoration on your skin and body – make up, accessories, jewellery, great outfits and so on. But remember, step one – prep skin – go to Kaya now and get skin so fabulous, so beautiful, so festive ready, that you can choose to step out even without make up, if you so wish to!”

#NoMakeUpDiwali translates into such fab skin that it will really enhance your make up and jewellery and everything else to its best beautiful

Because, Kaya – Beautiful is You

The new Gen Z focused ‘No Makeup Diwali, reaffirms Kaya’a authority in the industry; and represents a shift that will boost Kaya to reach yet another pinnacle for building a holistic skin and haircare destination of the future.”

This Diwali, Kaya emphasizes upon  #NoMakeUpDiwali by offering best in class of customized services (600+) and products (60+) that is backed by 100+ in-house Dermat’s to achieve a healthy skin. Glowing skin, even toned complexion and voluminous hair is everything that one seek for the festivities. Kaya’s team of skilled experts and advanced technology will help be festive ready so that one can even choose to step out without makeup.