Deepika Padukone actively involved in 82°E's product development journey: Keerthana Ramakrishnan
Celebrities, using their influence and personal brand, are launching makeup and skincare lines, capitalizing on star power to cater personalized beauty products to their fan base in a growing trend.
Sumit Rawat
82°E, actress Deepika Padukone's premium skincare brand, marked its one-year anniversary with significant growth and market evolution. The brand, launched in November 2022, garnered industry-leading repeat rates of 60%, impressive NPS scores of 70, and high product ratings (4.3-4.4). With over 218,000 engaged consumers across 50 countries, 82°E adopted a successful strategic drop approach for product launches and introduced a "Skincare Simplified" philosophy, featuring a 3-step routine endorsed by experts.
The Mini's collection, launched to make self-care accessible, aligns with consumer needs for trial and travel-friendly skincare. In terms of marketing, 82°E plans to integrate cultural moments and co-founders' milestones in 2024. Deepika Padukone actively contributes to product development, from ingredient selection to Go-To-Market strategies, and her tutorial videos enhance brand credibility, educating the community.
The brand focuses on a digital-first approach, utilizing social media and beauty influencer collaborations. Looking ahead, 82°E aims to explore marketing beyond social media, potentially partnering with brands that share synergies. Currently operating as a D2C brand through its website, the company is actively exploring channel expansion opportunities.
Differentiating itself with a commitment to high-quality, effective products and a simplified skincare routine, 82°E targets core millennial women globally. Reflecting its premium positioning, the pricing strategy emphasizes excellence. For 2024, the brand aims to increase community and user base, uphold high NPS and CSAT scores, and expand geographically and into new product categories, ensuring a robust trajectory for sustainable growth.
