Kaya, a skincare brand in India that’s built a solid reputation over 22 years with expert dermatological backing, is shaking things up with its new digital campaign: ‘Science That Sets You Free.’ This initiative is all about addressing real-life skin concerns with a clear, straightforward approach, standing out in a skincare market that’s often confusing and cluttered.
In a world where ingredient-heavy, jargon-filled branding is the norm, many consumers find themselves feeling informed yet overwhelmed. Kaya’s latest campaign, launched on platforms like Google and Meta, cleverly plays on this contradiction. It features a four-part film series that captures everyday moments—whether it’s hitting the gym, lounging at the beach, or winding down at home—when skin issues like acne, pigmentation, or dullness tend to pop up. Just when the main character gets lost in a whirlwind of complicated ingredients, Kaya swoops in with its expert-driven simplicity.
Every single product in Kaya’s extensive lineup of over 75 items is crafted by dermatologists specifically for Indian skin, addressing everything from acne and sun protection to aging and body care. The heart of the campaign is clear: trust in science and enjoy life. Skincare should liberate you, not feel like a science project.
Leading this campaign is Marico Ltd, one of India’s top FMCG companies, which manages the retail marketing and sales of Kaya’s products outside of its clinics. Marico’s digital-first strategy is helping Kaya evolve from a clinical brand to a beloved household name in skincare, with a presence that spans online, offline, and everything in between.
As consumers seek effective skincare solutions that don’t overwhelm them, Kaya is stepping up with credibility, clarity, and confidence. With ‘Science That Sets You Free,’ it encourages users to ditch the confusion and trust the science—because when experts take charge, you’re free to live your life beautifully.