Marico has launched its latest brand campaign for Kaya products with its new positioning: “Kaya – Science That Sets You Free.” Through a four-part film series, designed especially to appeal to its target audience where they consume content most, the campaign showcases the role Kaya plays in the lives of its consumers.
Rooted in the powerful insight that many women feel overwhelmed by the complexity of skincare ingredients, the campaign lifts the burden of making the right choices amidst an ocean of complex products and ingredients. It urges consumers to enjoy their lives, while trusting Kaya, with the science of skincare because science should not be intimidating, but freeing and reassuring.
Link to the films.
Each film in the campaign is anchored in an everyday, relatable moment; working out, winding down at the end of the day, a casual catchup with a friend, or relaxing by the beach, where a common skincare concern appears unannounced: acne, pigmentation, dullness, or early signs of sun damage. In that moment, the protagonist is swept in an “ingredient storm” of complex skincare actives and left confused, making skincare feel like a chemistry class.
As per the brand, with ‘Science That Sets You Free’, Kaya aims to bring ease and confidence back into the skincare journey. Rooted in the belief that science should be a source of freedom, not confusion, this campaign is launched on digital platforms Meta and Google.
