Marico’s premium skincare brand, Kaya Youth launches a new product range; Kaya Youth Skin Relief - a complete skincare essential range to reverse the adversities triggered by the new normal of wearing a face mask. Crafted by dermatologists, the Kaya Youth Skin Relief range is formulated for men and women to help soothe and treat the skin damage caused due to prolonged use of face masks.
Masks are the protective shield that is the need of the hour but makes one’s skin extremely vulnerable in the bargain. Sweat and oil build-up, itchy skin, rashes, clogged pores, blemishes, germ build-up, and skin break out is the most common skin damage. The emerging skin issue has also instigated a new terminology – ‘Maskne’ which is essentially the acne build-up due to masks. This prompted the experts at Marico to develop a solution-oriented range, Kaya Youth Skin Relief to treat skin discomfort and irritation that cannot be treated with the composition of regular skincare products.
The Skin Relief is a sulphate free and paraben free range consisting of soothing characteristics with Allantoin and Cica extrac
The range offers essential products for a new skincare routine that befits the new normal, suitable for all skin types– Ultra Calm Face Cleanser, Pre-Mask Face Gel, and Skin Relief Overnight Recovery Cream.
The Ultra Calm Face Cleanser is the ideal before and after product with its ultra-mild, soap-free, tear-free properties maintaining the pH balance and gently washing 99.9% germs; leaving the skin refreshed. Pre-Mask Face Gel is an innovative product that acts as a protective layer between your skin and the mask reducing direct contact, friction, and irritation.
The lightweight gel with its quick-absorbing characteristics controls sweat and oil build-up that prevents clogged pores. Skin Relief Overnight Recovery Cream completes this evolved skincare regime with healing properties allowing skin restoration aided by intensive moisturisation keeping irritation, redness, rashes, and inflammation at bay.
Sanjay Mishra, Chief Operating Officer (COO), India Sales & CEO - New Business, spoke to Mumbai Live about the product. Below is the excerpt from the interview:
What was the thought behind designing this product?
Masks are the protective shield that is the need of the hour but makes one’s skin extremely vulnerable in the bargain. Sweat and oil build-up, redness, irritation and skin break out is the most common skin damages and has also instigated a new terminology – ‘Maskne’ which is essentially the acne build-up due to masks. So if you have experienced irritation or redness, it’s because of the friction between the fabric of the mask and your skin or the sudden increase in breakouts is because the mask is causing a build-up of sweat, oil and dirt. And in some cases, your skin could even be developing allergies to the fabric.
These new emerging skin issues cannot be prevented or treated with the help of regular products. The need for a relevant skincare regime has also evolved in the new normal due to complexities caused by masks. This prompted the experts at Marico to formulate a solution-oriented range, Kaya Youth Skin Relief to treat skin discomfort and irritation. Kaya Youth Skin Relief- a complete skincare essential range to reverse the adversities triggered by the new normal.
Do you think new skincare is going to change in the post-COVID times or in the new normal?
Skincare regimen is bound to change with the new normal and face masks becoming the new reality. The old regime, products are not suitable for the changes that one’s skin is going through. Products that have soothing characteristics with a light consistency & lasting hydration will take the fore in the new normal. Sunscreen will be accompanied by mask essential products like the Skin Relief Range by Kaya Youth offers pre-mask gel and the night routine will be replaced with products that will help recover one’s skin from the damage caused, such as the Kaya youth Skin Relief Overnight Recovery Cream. It has become a necessity of today to have such a skincare range especially designed for the new normal for both - men and women.
Share some information about the research or study behind the new line of products
The emerging skin issue that almost everyone is facing today – ‘Maskne’ which essentially is the acne build-up due to masks. This issue gave a signal to the skin experts at Kaya Youth to develop a solution-oriented range to treat the discomfort and irritation that is caused by wearing masks and that cannot be treated with the composition of regular skincare products. So, the team at Kaya Youth engineered the Skin Relief Range which is a sulphate free and paraben-free range that is skin-friendly. The array of products in the range consists of soothing properties - Allantoin and Cica, which is commonly known as Tiger Grass. Allantoin is a very effective agent that helps soothe sensitive and irritated skin. Allantoin helps the skin to retain moisture for a longer duration and helps in cell renewal. Cica on the other hand, commonly known as tiger grass aids in regeneration of new skin cells and boosts micro cuts, abrasion healing and accelerates cellular repair. Apart from these, there are two more Skin vital vitamins that form a key part of the composition of this range – Niacinamide (Vitamin B3) to help regulate sebum production, strengthen the skin barrier and Panthenol (Vitamin B5) to soothe as well as hydrate. The Kaya Youth Skin Relief Range is specially curated to prevent maskne and this unique composition aids healing and soothing keeping the skin healthy and supple.
How has the interest in skincare changed among the men?
The interest in skincare regime amongst the men has seen changes and evolved globally. Skincare essentials for men have seen a shift over the years beyond just the basic grooming regime. In today’s times, the issues arising due to prolonged usage of the mask are seen in men too wherein they are looking for simple routines to keep these issues at bay, be it as basic as skin irritation or maskne.
Kaya Youth’s new sub-range Skin Relief is a unisex range formulated to suit all skin types. The entire range is Australian made safe, toxin-free certified as well as tested by dermatologists. The ingredients used have soothing and healing effects for skin and can be used by anyone wanting to indulge in a new skincare routine befitting the new normal.
Do you plan to expand the new collection in the near future?
With the launch of the new Kaya Youth Skin Relief range, we have introduced a complete skincare routine with products specially formulated to keep the skin healthy under the mask. Our consumers have always been at the heart of our business. We have always strived to create and offer what our consumers need, and we shall continue to do so.
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