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Kaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company’s value proposition was to provide medical advice from a dermatologist, which formed the basis for product and service recommendations that would dramatically improve customers’ skin. The company had worked hard to position the Kaya brand through defined e-marketing and customer relationship management strategies; however, in 2015, Kaya needed to consider whether combining expertise, customized solutions, and a friendly environment would continue to work for the brand, or whether it was time to revamp and redefine the Kaya brand in the Middle East.

Kaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company's value proposition was to provide medical advice from a dermatologist, which formed the basis for product and service recommendations that would dramatically improve customers' skin. The company had worked hard to position the Kaya brand through defined e-marketing and customer relationship management strategies; however, in 2015, Kaya needed to consider whether combining expertise, customized solutions, and a friendly environment would continue to work for the brand, or whether it was time to revamp and redefine the Kaya brand in the Middle East.