EuMo designed the Kaya Skin Bar as a new retail format that extends Kaya’s clinical skincare expertise into everyday consumer purchase environments. The system integrates flexible display hardware and in-store testing experiences, enabling Kaya to scale from clinics to mall based retail formats while strengthening product visibility and customer engagement.
Kaya Skin Bar
Brand Experience
Brand Strategy
Brand Refresh
Environment Branding
Brand Launch
Retail Strategy
Service Design
Retail Experience
Hardware & Fixtures
The ambition was to create a new retail format that would make skincare products a part of regular consumer purchase behaviour, extend Kaya’s clinical expertise into accessible high frequency retail environments and establish a scalable retail presence across malls and high streets.
The Skin Bar needed to shift Kaya from a periodic service based model to a continuous consumer relationship driven by product discovery interaction and trust.
EuMo approached the project as a retail transformation driven by changing consumer behaviour in the beauty and personal care sector. The key insight was that customers engage with skincare through exploration, testing and personalised interaction rather than passive purchase.
Understanding the Retail Landscape
With the entry of international beauty brands into Indian retail environments, the expectations around in-store experience had evolved significantly.
EuMo conducted a detailed study of global and local retail formats to understand how brands create engagement differentiation and product discovery in physical spaces.
Service Design and Customer Journey Mapping
Through a structured service design exercise, EuMo developed audience personas and mapped customer journeys to identify gaps in the existing Kaya experience.
Key opportunities identified included –
enabling customers to explore and test products easily,
integrating consultation into the retail environment,
simplifying product discovery and category navigation,
creating a seamless transition between clinical expertise and everyday care.
Business and Strategic Impact
Entry into new retail environments: Kaya successfully extended its presence into mall and high street formats beyond traditional clinics.
Unified brand experience: A consistent retail identity was established across multiple formats and locations.
Improved product engagement: Interactive testing and consultation increased customer interaction with products.
Scalable retail system: The modular design allowed efficient rollout across metro cities with varying store sizes.
Why the investment mattered
The Skin Bar transformed Kaya’s retail strategy from a clinic-centric model into a more accessible and scalable consumer experience, bringing the brand closer to everyday purchase behaviour.
It integrates product retail into regular customer journeys while strengthening visibility in competitive mall and high street environments.
At the same time, the format retains Kaya’s clinical credibility within a retail setting and creates a flexible system that can scale across diverse formats and locations.
The intervention establishes a continuous relationship with consumers beyond appointment-based interactions, supporting long-term brand growth.
