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Tag: 82°E

  • “We leverage local and global cultural moments to fuel our storytelling”: 82°E’s Keerthana Ramakrishnan

    “We leverage local and global cultural moments to fuel our storytelling”: 82°E’s Keerthana Ramakrishnan

    Mumbai: Self-care is the buzzword for the GenZs, and in today’s fast-paced world, finding effective and personalised self-care solutions has become essential. This trend has given rise to innovative brands like 82°E, co-founded by Deepika Padukone, which is redefining the direct-to-consumer (D2C) space with its unique approach to product launches.

    What sets 82°E apart is not only its focus on monthly drops but also its ability to tell compelling stories with each launch, avoiding repetition and truly connecting with consumers. Moreover, when a celebrity like Deepika Padukone launches their own brand, it adds an extra layer of authenticity and allure, driving further interest and engagement.

    Indiantelevision.com caught up with 82°E CMO Keerthana Ramakrishnan to gain insights on their monthly drop strategy, their storytelling approach for each monthly product launch, affordability of their products and much more…

    Edited Excerpts:

    On the concept of a monthly drop strategy and it being a standout approach for 82°E in the competitive D2C space

    Our co-founders conceptualised the monthly drop strategy to ensure that consumers have the opportunity to experience our product offerings one at a time, while also reaping the benefits of each product. This approach was formulated from an observation during the pandemic years when the market was flooded with products and content that ultimately left the consumer overwhelmed.

    We believe skincare is very personal and this unique approach is helping us to sustain ourselves in this cluttered market. Since our inception, through the product drop strategy, we have launched 12 skincare products that have helped create a dedicated and engaged community of skincare enthusiasts worldwide.

    On 82°E leveraging customer insights to shape both short-term and long-term marketing strategies, and can you provide an example of a standout campaign that notably boosted brand recognition and customer engagement

    An important part of our brand mission is to make self-care accessible to a broader audience and an integral part of people’s everyday lives. We recently forayed into skincare for men and launched a new category – 82°E Man. This was prompted by insights from a survey where 91 per cent male consumers surveyed said they are seeking an exclusive collection tailored to their unique skincare needs.

    On 82°E tailoring its storytelling approach for each monthly product launch to keep it engaging and non-repetitive

    We have a deep understanding of our consumers and their journeys which help us craft powerful narratives that intertwine with these moments, hence making it relevant and relatable. Our constant consumer engagement led us to gain insights on product offerings e.g.  The launch of Minis and 82°E Man came from the insights and inputs given by our community.

    We leverage local and global cultural moments to fuel our storytelling too.  For example, we launched our sunscreen – Turmeric Shield during the Oscars in 2023 and our toner serum – Gotu Kola Dew during our Cofounder’s movie launch i.e. at the Pathaan promotions.

    We also effectively leverage media opportunities and creator platforms to powerfully convey our narratives.

    On the factors and insights that influenced the strategic decision to introduce 82°E Man

    Our consumer-centric approach drives our product evolution, deeply integrating with our community. Prompted by 91 per cent of surveyed male consumers seeking tailored skincare, our men’s range fills a significant need gap. Recent Mintel research highlights a 30 per cent interest among men in expanding facial skincare, surpassing women at 26 per cent. Our 82°E Man line simplifies skincare with a two-step routine, eliciting enthusiastic community response.

    On 82°E ensuring the authenticity and genuine connection of the beauty influencers it collaborates with in an era where many individuals claim to be influencers

    We keenly study the influencer universe and shortlist potential creators who align with 82°E’s brand values and also on the basis of how they build and engage with their communities. Our robust process ensures that our association with the KOLs feels genuine and authentic to our consumers. Additionally, we also invest in long-term relationships with influencers, building deeper connections over time.

    Both- the brand and the influencers are committed to bringing value to the community rather than just transactional and transient communications.

    On the strategies that have contributed to this impressive growth from 12 per cent to 65 per cent in customer retention

    Yes, and our customer satisfaction scores for product ratings across hundreds of consumers are on average 4.3 or 4.4 on a scale of five and we currently have an NPS of 80. This has validated our value proposition of simplifying skincare for the consumers and marrying time-tested Indian ingredients with the best of scientific innovation.

    In our attempt to simplify skincare for our consumers, our three-step skincare routine has been widely accepted, driving remarkable repeat purchase for our products. Our premium, high-quality ingredients ensure efficacy and high performance. Through an authentic and transparent approach in marketing and communication, we focus on educating and raising awareness about our products.  

    On 82°E considering plans to introduce more affordable products to cater to a diverse consumer base, while still maintaining a balance between quality and innovation in its offerings

    We are a premium self-care brand with high-performing, high-quality products that help simplify skincare for our consumers across the globe. Our ingredients are rigorously sourced, carefully crafted and clinically tested so you can build simple, joyful, and effective everyday rituals to care for the health of your skin.

    Through our recently introduced product Minis we have enabled trialing and greater access to our products.
     

  • 82°E launches 82°E Man; unveils new campaign

    82°E launches 82°E Man; unveils new campaign

    Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has launched a range of men’s skincare products under 82°E Man – an extension of brand 82°E. The latest offering includes an innovative 2-in-1 Moisturiser with SPF 40 PA +++ with Gotu Kola and Ceramides, and a three-in-one face, Beard and Body Cleanser with Arjuna and Betaine in two fragrance variants: Fresh Citrus and Woody Oud.

    With self-care remaining central to the brand’s ethos, the launch campaign of 82°E Man has been conceived and executed by Tilt Brand Solutions, a part of Quotient Ventures – in association with design studio Sharpener. The campaign highlights an approach to self-care, which is specifically relevant to the contemporary man.

     

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by 82°E (@82e.official)

     

    https://www.instagram.com/82e.official/?hl=en

    Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines, while driving the message of overall self-care which is an extension of the co-founders’ commitment to well-being.

    Speaking about the campaign, 82°E chief marketing officer Keerthana Ramakrishnan said, “Our expansion into 82°E Man – new products for a new audience – is another pivotal moment in our business. This means two things for us: first, it’s an opportunity for us to evolve and add new dimensions to our own understanding of self-care, given the nuances within men’s personal care. Second, it’s an opportunity to bring new self-care experiences to men’s routines, drawing from the best of what we’ve offered so far as well as what we know about this demographic. Here’s hoping that we connect with our newer audiences as effectively as we have done previously, and that we can layer and nuance self-care for everyone over time.”

    Adding further context, Quotient Ventures group chief creative officer Shriram Iyer said, “For a few months now, our eye has firmly been on building brand 82°E around its singular but dynamic self-care narrative, across all product categories. With the milestone launch of 82°E  Man, we approached communication based on existing realities of our new audience – the fact that men are already immersed in regular acts of self-care, even if they don’t brand them as that. From taking a run to turning to music for a break, self-care is an inherent, organic and carefree practice in all our lives; and 82°E Man is just the right personal care addition to that – with its simple, effective and joyful offerings.”

  • 82°E enters Body Care, unveils new campaign

    82°E enters Body Care, unveils new campaign

    Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has announced its entry into the Body Care category with a range of body care products including Body Cleansers, Milk and Lotion.

    The launch campaign has been conceived, created and executed by 82°E’s Agency on Record, Tilt Brand Solutions – a part of Quotient Ventures.

    This launch campaign – Art of Leisure (Clip 1, Clip 2, Instagram), emphasizes how body care can become a nourishing, holistic practice for the mind and skin. The communication invites consumers to practice their favourite acts of leisure, an important aspect of self-care — joyfully and without guilt.

    82°E’s entry into body care follows several successful product launches in skincare. The launch campaign further extends the brand’s point of view that skincare needs to be simplified.

    Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines for different skin types while driving the message of overall self-care—an extension of the co-founders’ commitment to well-being, emphasising the simplification of skincare, as its core proposition.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by 82°E (@82e.official)

     

    Speaking about the campaign, Keerthana Ramakrishnan, Chief Marketing Officer, 82°E said, “While Body Care is an extension of our skincare category, it offers a fresh new experience to our consumers. It was crucial that we communicated our intention of self-care through the campaign thought of Art of Leisure to our consumers, in an impactful manner. We wanted them to come on the journey with us; to take their self-care a step further with this new launch.”

    For the brand, this campaign marks a crucial milestone of going above the line for the first time, intending to increase reach in key markets nationwide.

    Speaking of the partnership, Quotient Ventures group chief executive officer T Gangadhar said, “We are thrilled to be partnering with 82°E to build a brand that is synonymous with self-care. The body care launch campaign is the first such initiative to that end. We are confident that, together, we can create a brand narrative that will deeply resonate with people and inspire them to prioritise their wellbeing.”