BUSINESS
There is huge demand for its high-end skincare services; Bangladesh, Middle East growth strong.
Kaya Skin Clinic, the eight-year-old skincare services arm of personal care major Marico Ltd, has been reporting positive same store sales (SSS) in the last two quarters due to the revival of demand for high-end skincare services. The markets the chain operates in — India, the Middle East and Bangladesh — have been witnessing high growth.
This is being aided by injectable services, priced upward of Rs12,000, which are growing in triple digits, Suvodeep Das, head-marketing, Kaya Skin Clinics, told DNA.
Last year, the chain started rejigging the model, discontinued its weight-management format Kaya Life, shut down six stores and made inroads internationally. In Q3FY11, Kaya’s sales grew 40% year on year to Rs62 crore, boosted by the acquisition of Singapore-based aesthetics business Derma Rx, in May 2010. Kaya’s losses have also come down significantly, and analysts believe profitability is going to increase going forward.
“We are rapidly expanding in Saudi Arabia in the Middle East. Demand for our services in Bangladesh, which is a very beauty-conscious market, is growing strong. After consolidating our stores in India last financial year, we are looking at which newer cities to expand to,” Das said. The company operates 102 clinics across India, Singapore, Middle East and Bangladesh. Almost 84 of these clinics are in India.
In Bangladesh, a market that Kaya entered a year ago and where it operates two stores, the company is seeing an upsurge in demand for botox services, which start at Rs10,000 and go up to Rs1 lakh. In the Middle East, demand for laser hair removal services, which start at Rs5,000, has surpassed that in India, Das said.
In urban India, Kaya is seeing an increase in the number of young, working individuals queuing up for availing Juvederm fillers, an injectable service, during lunch breaks.
“These lunch-break procedures, which take only 30 minutes, are seeing many takers. The effect of these services last about 18 months,” Das said.
Consumers are seeking Juvederm fillers to get fuller lips, to treat sunken eyes and nasolabial folds, commonly known as laugh lines. In a market like Mumbai alone, the company has had to double the capacities at clinics so that customers do not have to wait for weeks to get an appointment. For example, the five-room clinic in Bandra has been expanded to a 10-room clinic.
The growth in adoption of these services is not limited to major cities that the chain operates in but is equally being fuelled by cities like Guwahati, Vizag, Coimbatore, Lucknow, Jalandhar and other Tier 2 cities. The company has also recently introduced low-priced services at Rs990 to attract more customers.
About 20% of customers availing Kaya’s services are men who opt for services like skin polishing, laser hair removal, spa, and other grooming services. In towns like Surat and Coimbatore, 30% of Kaya customers are men.
Das said the contribution from product sales alone is as high as 20%. Apart from selling its own brand of products, the company has started rolling out products from the Derma Rx stable.
Das, who moved to Kaya from Marico, where he was the category head for hair oil brands like Hair and Care, has been volunteering to try each new service that Kaya introduces before bringing it to the consumers.
“One has to believe in what one sells, otherwise I cannot talk about any of our services with conviction,” Das said. He said he recently tried the new service, Aqua Radiance, wherein high-speed air is used to exfoliate the face, then water is used to hydrate the skin and Vitamin B5 is added to make the skin glow. In another trial he experienced the painless laser hair removal process on his leg.
“This was very unlike the painful pin-pricking experience of laser hair removal we previously offered,” he said.
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