The Hindu Business Line : Kaya Skin Clinic seeks to ride boom in Chennai, Bangalore

COSMETIC dermatology is gaining ground in urban centres such as Chennai and Bangalore and Kaya Skin Clinic is poised to take advantage of the trend, according to Mr Rakesh Pandey, CEO of Kaya Skin Clinic, a subsidiary of Marico Ltd.

It is expanding in the West and South before looking at other markets.

The company has a chain of more than 30 clinics and a team of over 100 doctors - post-graduates with specialisation in dermatology - to offer cosmetic dermatology services.

These range from enhancement services to make the skin glow and problem solution services to deal with pigmentation, acne scars, warts, and the like.

The services are driven by customer needs, Mr Pandey said.

The Kaya Back Shine was introduced recently. "It is not enough if the facial skin looks its best at functions. If a woman is in a low-back blouse, then the upper back also needs to look good."

Similarly, long working hours cause dark circles under the eyes, for which the Kaya Dark Circle reduction was introduced recently.

These are courses of treatments that are tailored to individual needs.

Experts in the field talk to the clients - they are not patients, he says - advise them on their needs and create a regimen. "After the initial intensive treatment, there is a follow-up to maintain the good looks."

In Chennai and Bangalore, contrary to their initial expectations, male clients constitute more than 30 per cent of Kaya's clientele, whereas, in Mumbai, they constitute only 14-15 per cent. The men are also big buyers of creams to protect the skin.

"Each environment creates its own needs. In Chennai and Bangalore, the main services in demand are treatment for the effect of harsh sunlight on skin, solutions to dark circles under the eyes, and laser treatment for permanent hair reduction. Technology awareness means people are willing to try something new."

In Mumbai people want to deal with acne scars and in Delhi and Ahmedabad, they want laser treatment to remove unwanted hair, he added.

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