Kaya skincare leader emerges bolder and stronger
Despite tough pandemic times ,“Never let a good crisis go to waste”
While the COVID crisis continues to grip much of the world, regional skincare experts are putting the words of Winston Churchill “Never let a good crisis go to waste” into practice by identifying growth opportunities amid the turbulent times.
“There’s something about challenging times that brings out the best in us all. It makes us fearless and empowers us to pursue our goals with whole new energy”, says Latika Vieira, head of marketing, Kaya Skin Clinic Middle East.
The upside of downtime
Driven by accelerated evolution, Kaya is now embracing new ways to serve its customers even as they cope with fundamental changes to how they live, work and play.
To ensure that their customers are cushioned against the effects of the pandemic, Kaya’s post-treatment downtime, for instance, which used to be the downside of many services, now ceases to be a concern as people are perfectly productive from home.
Delicate procedures such as plastic surgery and body treatments suddenly become easier to take, and Kaya has helped that along with the enhanced capacity to serve.
Demand and delight go hand in hand. The business has almost doubled post-COVID, encouraging expanded offerings in these verticals.
Expertise comes closer
Right from the early days of lockdown Kaya ensured that its unique dermatological expertise would continue to be within reach. Responding to the growing ease with which customers were using online channels, the Kaya brand tweaked its cutting-edge digital presence to be closer to the customer in every way possible.
Launched in September 2020, Kaya’s E-Commerce platform began to offer instant access and fulfilment with advanced skin, hair and body care products designed by its dermatologists.
“High-touch and no-contact may sound like a contradiction, but our marketing team brought it beautifully together within six months of the COVID outbreak. This has helped customers reach our skincare experts through online consultations, live chat and constant availability over WhatsApp. What’s good for customers is good for business. Kaya’s online reach has grown by almost 30% at a cost less than 20% of pre-COVID levels” said Latika.
Empathy begins at home
Kaya nurtures its entire organisational culture around empathy and empowerment, both of which must begin at home.
Nothing tests these values harder than a COVID-scale crisis. Business is vital and so are the profits that enable an organisation to meet its commitments. In the backdrop are anxiety and fear as people worry about how sustainable their presence can be.
Kaya made an important call that every team member would stay aboard. Despite the uncertainty, honest, transparent communication and empathetic support helped the Kaya team forget the fear and find focus.
According to Latika, an employee survey, six months into COVID, delivered a 96% satisfaction score on efficient handling of the situation.
Good news has a way of spreading
Business returning to about 90% of pre-COVID levels by the end of September, and a 10% uptick in value per customer, means and opportunity to acquire new talent – doctors, therapists, clinic managers, backend professionals.
Over the past few months, the industry’s top team has grown and with it, the capacity to empower more customers in their quest for beauty.
In a world shaken by existentialist dread, safety and quality have become more crucial than ever to the way customers make choices. 17 years on, Kaya has just reset the quality bar with 110 best-in-class safety norms as well as new offerings and customer processes that enhance experience and efficacy.
It’s a reassuring feeling when 95% of your customers are likely to recommend your brand. We’ve always known this from our customers but sometimes numbers can say it better than words,” noted Latika.
Kaya has redefined aesthetics and continued delivering a caring culture and a superior service to its clients. Whilst the world amplifies insecurity and fear, Kaya shows why they deserve their brand reputation.