The phenomenon of celebrities launching their own makeup and skincare lines has become increasingly prevalent in recent years. Leveraging their star power and personal brand equity, celebrities are capitalizing on their influence to create beauty products tailored to their fans and followers. This trend not only offers consumers a glimpse into the beauty routines of their favourite stars but also fosters a sense of trust and authenticity, as fans feel a deeper connection to the products endorsed by their idols. 

One such brand by actress Deepika Padukone is 82°E - a premium skincare brand for millennial women with a global outlook. Recently, the brand completed a year of its launch. In a conversation with Pitch, Keerthana Ramakrishnan, Chief Marketing Officer, 82°E talks about the brand's journey, its innovative marketing approaches, and plans for future expansion, shedding light on the pivotal role played by its co-founder, Deepika Padukone, and the unique strategies driving its success. The brand has also launched a body care range recently as a part of the expansion strategy.

Edited Excerpts

Could you share some key highlights and learning experiences from 82°E's first-year journey in the market? What has been the growth traction seen in the first year?

Since its launch in November 2022, 82°E has grown significantly both in its brand evolution and in its market position. Our value proposition has been validated through industry-leading repeat rates of 60%, high product ratings (4.3-4.4), and an impressive NPS score of 70. Building a highly engaged consumer base of over 218,000, we successfully shipped products to over 50 countries, with capabilities expanded to cover 150+. We implemented a strategic drop approach for product launches, which has proven highly successful. We also pioneered the philosophy of “Skincare Simplified” and introduced a 3-step skincare routine—Cleanse-Hydrate-Protect—that is now well-established and backed by experts.  

What inspired the launch of the Mini's collection, and how does it align with your brand's vision and consumer needs? 

An important part of our mission is making self-care accessible to a broader audience and an integral part of people’s everyday lives. Through our Mini’s collection, we were able to act on this vision. Minis satisfy our consumer’s needs for trial and travel-friendly skincare while also allowing them to experience the efficacy of our products before committing to a full-sized purchase. This initiative was expedited based on valuable feedback from our community, expressing a strong interest in convenient, on-the-go versions. 

Looking ahead, what innovative marketing strategies are you considering for 2024? Are there any plans to collaborate with celebrity endorsers and influencers in 2024? 

We plan to continue innovative marketing strategies that revolve around key cultural moments in our consumers' lives in 2024. In addition, we envision integrating them with significant milestones in our co-founders’ journey to create impactful marketing campaigns. Emphasizing our brand identity as a holistic self-care and lifestyle brand will remain a priority.  We also plan to strengthen our community by implementing unique marketing activations that foster authentic and meaningful conversations. This may be through collaborations with influencers and brands who align with our brand ethos and values, enhancing our outreach and connection with diverse audiences.

As a co-founder what is Deepika Padukone's role in areas such as product formulation and particularly marketing? How has her doing tutorials showcasing product usage helped build brand salience?

Deepika Padukone plays a pivotal, hands-on role in the entire product development journey. She is closely engaged in every key decision, from ingredient selection and formulation finalization to packaging decisions and crafting Go-To-Market (GTM) strategies.  She is passionate about delivering a premium, high-quality experience to the consumer and hence she tests all products herself. 

Her tutorial videos showcasing product usage have significantly enhanced credibility and authenticity. These tutorials not only showcase the products but also provide valuable product education to the community, highlighting benefits, ingredients, and proper usage, fostering a deeper connection and engagement with our audience.

What channels do you use to market your products? What are the plans in that area - do you want to go beyond social marketing to other channels as well?

We adopt a digital-first approach to engage with our consumers.  We also focus on long-term strategies to establish ourselves as the go-to modern self-care brand globally. Our monthly product drops are supported by robust, innovative, and tactical strategies, including collaborations with beauty influencers and creators who share a strong connection with our community. Leveraging cultural moments tied to our celebrity co-founder, allows us to create memorable, wide-reaching marketing campaigns, enriching our brand identity. 

Looking ahead, we are eager to explore marketing opportunities beyond social media, considering partnerships with brands that share synergies with ours, as well as exploring above-the-line media platforms. This diversification aligns with our commitment to innovation and reaching consumers through various touchpoints.

Where does the traction come from for you? At the moment 82°E is only available to buy on its own brand website, are there plans to go live on marketplaces - both e-commerce and retail?

Currently, 82°E operates as an end-to-end direct-to-consumer (D2C) brand, with consumers exclusively purchasing products through our dedicated website.  We are actively exploring channel expansion opportunities to make our products more widely accessible, ensuring a broader reach and increased convenience for our consumers.

In the competitive skincare sector, how does 82°E differentiate itself from other brands, particularly in terms of product offerings and marketing strategies? 

82°E differentiates itself through a commitment to high-quality, high-performing products with a focus on efficacy. Our unique approach involves addressing consumer pain points and market gaps with long-term solutions. The introduction of a simplified 3-step routine (Cleanse-Hydrate-Protect) intends to provide simple and easy solutions to consumers who are overwhelmed with the overload of information out there in the market. Our commitment to using premium Indian ingredients underscores our desire to serve our consumers with highly efficacious products that are yet simple and joyful to use.

Could you discuss the pricing strategy for 82°E, especially considering its position as a premium brand in the market?

Our prices are reflective of the premium nature of our offerings, emphasizing our commitment to excellence. This ensures that our consumers receive an unparalleled experience of skincare that works.

Who is the primary target audience for 82°E, and how has this influenced your marketing, pricing and product development decisions?

The primary target audience for 82°E is core millennial women with a global outlook yet deeply connected to their roots, the ones who seek self-care rituals and holistic well-being. We position ourselves as a premium brand, ensuring that our pricing strategies reflect the superior quality of ingredients and product innovation. 

In terms of consumer engagement and brand growth, what are the key metrics or milestones you're aiming for in 2024? 

In 2024, we have ambitious targets. We aim to increase our community and user base, uphold industry-leading Net Promoter Score (NPS) and Customer Satisfaction (CSAT) scores, and elevate our repeat consumer base beyond the current 60%. Geographical expansion and diversification into new product categories are key milestones as we strive to achieve our Annual Recurring Revenue (ARR) goals, ensuring a robust and sustainable trajectory for the brand.