Deepika Padukone stepped into the wellness and skincare range with the launch of her brand 82°E. Rooted in Indian ethos with a global appeal, the brand offers a range of products – moisturizers, cleansers, sunscreen, and lip care.
The products are said to be simple and effective. The initial product line focused on skincare steps like cleansing, hydration, and protection.
The brand mirrors Deepika’s philosophy of “less is more” when it comes to skincare. 82°E aims to promote holistic well-being, encompassing physical, mental, and emotional aspects. With a combination of Indian ingredients and scientific compounds, the brand is positioned for a global reach.
The Brand’s Core Philosophy: Rooted in India, Made for the World
Before we go into what the brand can teach you, let’s understand what grounds Deepika Padukone established it on.
Meaning Behind the Name: 82°E as India’s Longitude
The name refers to 82°30’ east, the standard meridian that passes through India. The meridian also defines India’s standard time. Deepika uses the name to represent its Indian roots while aiming for a global outlook.
Wellness From the Inside-Out
The brand is a self-care brand that’s focused on consistent skincare and other self-care practices. It aims to make skincare simple, joyful, and effective. The product range is made of high-quality, research-backed products that have Indian ethos but hopes to build a supportive community and inspire individuals to live balanced lives.
Modern Skincare Rituals Rooted in Indian Ingredients
The products are made using traditional ingredients like saffron, gotu kola, coconut, and ashwagandha that have been used in India for various purposes, including skincare.
- Saffron has brightening and antioxidant properties.
- Gotu kola is hydrating, reduces inflammation, and promotes collagen production.
- Coconut is used in their cleansers to gently remove impurities.
- Ashwagandha is an adaptogen with anti-inflammatory and antioxidant benefits.
Product Line Spotlight: Skincare That Combines Ayurveda with Science
Here’s why the products of the skincare brand are making waves across the globe:
Key Product Lines: Ashwagandha Bounce, Patchouli Glow, and More
- Ashwagandha Bounce Moisturizer softens and hydrates the skin.
- Patchouli Glow Sunscreen Drops offer sun protection that feels light and non-greasy.
- Illuminating Lip Oil has pomegranate and ceramides.
- Lotus Splash Cleanser is a gentle and hydrating cleanser.
- The brand has also launched a range for men’s skincare.
- The brand outlines cleanse, hydrate, and protect routines to simplify skincare.
Combining Scientific Research with Ayurvedic Principles
The brand is committed to rigorous sourcing, meticulous formulation, and clinical testing. The natural properties of traditional Indian ingredients are combined with scientifically backed compounds to create safe and effective skincare products.
Ingredients like sugarcane, liquorice, and turmeric are sourced from India and used alongside globally recognized components.
Transparency in Skincare Ingredients and Routines
The brand’s products are formulated without phthalates, parabens, and silicones. They are also vegan and cruelty-free. The brand actively communicates about the ingredients in their product line. For example:
- Bakuchiol Slip Face Oil includes bakuchiol and squalene.
- Lotus Splash Cleanser includes lotus extract and niacinamide.
Design, Packaging, and the Customer Experience
But it’s not just the products; the brand has paid special attention to how they are designed and packaged too:
Premium Skincare With Minimalist Packaging
The brand is positioned in the premium segment. Most of their products are priced between INR 1,200 to INR 2,900. The brand’s philosophy is to make skincare simple and accessible. This approach aligns with the new trend of conscious consumerism. People are seeking products that are both effective and easy to use.
User-Centric eCommerce and Digital Experience
The brand uses AI and technology in its market research and understanding user behavior. A/B testing and analytics put them on top of tracking visitor behavior, identifying areas that can be improved, and making data-driven decisions.
They have user-friendly navigation to make online shopping a breeze. The shopping cart is designed to be intuitive and user-friendly, making checkout a seamless procedure.
Educating Customers With Skincare Routines
The brand lets consumers plan and purchase their own skincare essentials – “Build Your Own Routine”. This is apart from the routine that it proposes for consumers in general. How each of the products needs to be used for optimum results is clearly mentioned for consumer convenience.
Skincare Marketing Strategy: Digital-First and Community-Driven
So how did Deepika Padukone take her brand to so many women across the globe? Here are some strategies she used:
1. Instagram-Led Product Drops and Campaigns
The brand employs a “drop strategy” where new products are introduced every few months. This is often accompanied by promotional campaigns on Instagram. The approach helps with customer engagement and product-market fit.
2. Deepika Padukone’s Strategic Involvement as Brand Ambassador
Deepika Padukone’s large Instagram following and celebrity status creates the buzz around new releases. Deepika has been seen introducing the new products, speaking of their ingredients, and demonstrating how to use them for visible results.
They run campaigns like “GRWM Deepika Facial” with @82e.official products to showcase the experience of using their products.
3. Collaborations With Wellness Influencers and Retail Platforms
The brand has partnered with other platforms and brands like Sephora and Tira to expand their reach and make their products more accessible.
What Women Entrepreneurs Can Learn From 82°E by Deepika Padukone
If you’re someone who looks up to Deepika Padukone, here’s what you can learn from the celebrity:
Build a Global Brand Rooted in Culture
82°E uses traditional Indian ingredients that are backed by science to bring to the consumers a range of luxury skincare that is affordable and effective. Staying rooted in its ‘Indianness’, it appeals to consumers across all borders in the way its products are made, paying attention to where the ingredients are sourced from, and then packaged with simple aesthetics.
Balance Luxury With Purpose
The brand focuses on helping consumers build habits out of skincare in their journey towards overall wellness. “Keeping it simple” and effective is the narrative around their products.
Leverage Celebrity Credibility Without Overexposure
Deepika Padukone’s celebrity status is a key factor in the brand’s recognition and consumer engagement, especially in the Indian market. Her face promotes the brand through advertising campaigns, social media, and public appearances. Her personal connection to wellness and self-care resonates with consumers, building trust and authenticity.
Conclusion
The brand doesn’t go over the top in its campaigns. The subtle, almost underplayed presence of Deepika Padukone has got the brand the traction required. Complete transparency in talking about what goes into each of their products is the other thing working in its favour.
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