Introduction

82°E, founded by Bollywood superstar Deepika Padukone, is more than just a celebrity-endorsed beauty brand. Launched with a vision to bring self-care and wellness to the forefront, 82°E stands out with its unique approach that blends traditional Indian ingredients with modern skincare technology.

Deepika Padukone, known for her elegance and commitment to wellness, launched 82°E as a reflection of her personal ethos. The brand name, 82°E, is inspired by the meridian that runs through India, symbolising a blend of modern and traditional influences.

The mission of 82°E is to make self-care accessible, effective, and a daily ritual. It emphasises sustainability and mindfulness, ensuring that its products not only cater to the skin but also contribute positively to the environment.

Product Line and Market Position

82°E offers a range of skincare products that include serums, cleansers, and moisturisers, all designed with a deep understanding of diverse skin types. The brand has positioned itself as a premium yet accessible choice in the Indian market, appealing to a wide demographic that values both quality and ethical production.

Marketing Strategy

Deepika Padukone’s skincare brand, 82°E, has crafted a marketing strategy that mirrors her personal skincare routine and values. Here’s a breakdown of how the brand’s approach stands out:

• Personal Branding at its Core

82°E leverages Deepika Padukone’s personal brand to connect with consumers. Her involvement in product development and marketing adds authenticity, making the brand relatable to her vast fan base. The strategy emphasises the simplicity and effectiveness of her skincare routine, positioning 82°E as an extension of her personal care philosophy.

• Social Media Marketing

82°E leverages Deepika Padukone’s extensive social media following to promote its brand. The content is carefully curated to reflect Deepika’s personal skincare philosophy, which resonates with her audience. Posts include product showcases, skincare routines, and lifestyle tips, all designed to engage followers and build a community around the brand. By maintaining a consistent and authentic presence on platforms like Instagram, the brand effectively reaches and influences a wide demographic, enhancing its visibility and consumer engagement.

• Influencer Marketing

In addition to leveraging Deepika’s influence, 82°E partners with other influencers who share similar values and aesthetics. These collaborations help the brand tap into new audiences and create more diverse content that appeals to various segments. Influencers showcase 82°E products in their routines, providing testimonials and tutorials that lend credibility and relatability to the brand. This strategy amplifies 82°E’s reach and strengthens its position in the competitive beauty market by fostering trust and authenticity.

• Educational Content and Simplified Skincare

A key part of the strategy is educating consumers about skincare. 82°E emphasises simple, easy-to-follow skincare routines, making self-care accessible to everyone. The brand’s content which they use for their website and social media marketing focuses on demystifying skincare, promoting a routine that is both effective and uncomplicated.

• Highlighting Holistic and Natural Ingredients

The marketing highlights the brand’s commitment to using natural, ethically sourced ingredients. This aligns with the growing consumer preference for clean beauty products, positioning 82°E as a brand that prioritises both wellness and sustainability.

• Strategic Product Positioning

82°E’s products are positioned as premium yet accessible, appealing to a broad demographic. The brand focuses on creating high-quality skincare essentials that cater to diverse skin types, enhancing its market appeal.

• Building a Community Around Wellness

Beyond just selling products, 82°E aims to build a community that values wellness and self-care. Through workshops, interactive content, and community engagement, the brand fosters a sense of belonging among its consumers, reinforcing loyalty and advocacy.

Final Words

The marketing strategy of 82°E, Deepika Padukone’s skincare brand, is a reflection of her personal values and approach to beauty. This strategy leverages her strong personal brand, focusing on authenticity and simplicity, while utilising social media marketing and influencer partnerships to engage a modern audience. By highlighting the use of natural, ethically sourced ingredients and promoting educational content, 82°E positions itself as a premium yet accessible brand. This blend of personal branding and strategic marketing has helped 82°E carve a unique niche in the competitive beauty industry.