Decoding 82E: Pass or Fail?

Deepika Padukone, one of Bollywood's most celebrated actresses, took a bold step into the entrepreneurial world in November 2022 by launching her self-care brand, 82E, one of Bollywood's most celebrated actresses, took a bold step into the entrepreneurial world in November 2022 by launching her self-care brand, 82E. Known for her exceptional acting skills and impeccable style, Deepika’s transition into business had many fans excited.

However, the journey of 82E has not been without its challenges. The brand has faced significant backlash over its pricing, and Deepika herself recently addressed these concerns, offering insight into why she believes in the brand and its products.

In this newsletter, we take a detailed look at the brand's market strategy, pricing, fan reactions, and the overall success (or failure) of 82E.

Brand Overview

Launched with a focus on high-quality skincare, 82E aimed to provide luxurious, effective products that catered to self-care. Deepika’s personal touch and involvement in the brand were clear from the get-go, positioning it as a reflection of her own lifestyle and commitment to quality. However, while many expected 82E to become the next big thing in the skincare world, the reality has been more nuanced.

Marketing Strategy: Exclusive & Luxe Appeal

From the start, Deepika marketed 82E as a luxury brand, designed for those who wanted high-end skincare. She took a hands-on approach to the development of the products, even claiming to be the first "guinea pig" for all formulations.

Deepika’s personal involvement lent the brand an authentic and premium feel.

The brand’s marketing echoed exclusivity, with its pricing and product formulations targeting a niche audience willing to spend on top-tier skincare. The brand also leveraged Deepika’s massive social media following, where she often shared personal experiences, promoting the products with her established image as a style icon.

One of the most significant points of contention for 82E was its pricing. For instance, the brand's 15 ml under-eye cream was priced at Rs. 2,400, making it one of the most expensive products in its category. Fans were quick to point out the steep pricing compared to other skincare brands on the market, particularly when popular international options or affordable Indian brands offer similar products at much lower prices.

In a recent interview, Deepika defended the pricing by emphasizing that if she was selling a product at a high price, she was also using it daily. She stressed that the product prices reflected the premium quality and extensive testing behind them. While this may have resonated with a section of her audience, many were not convinced, calling out the high prices as unreasonable for the average consumer.

Fan Reactions: Mixed Reviews

The fan reaction to 82E was, as expected, divided. On one hand, Deepika's loyal followers supported her venture and applauded her for bringing a high-end skincare brand to the Indian market. However, a significant portion of her audience was unhappy with the pricing, especially when comparing it to the affordability and effectiveness of other skincare brands. Some fans even criticized the products for being "basic" or "unserious," pointing out that similar results could be achieved with less expensive options, including well-known Korean skincare lines.

Social media comments reflected this dissatisfaction, with one user tweeting, “Deepika launched her skincare range and the two products are expensive and may be unaffordable to the majority of the people. Katrina did a better job.”

Others were skeptical of the luxury positioning, with comments such as, “Not only her products are good but also affordable,” in reference to Katrina Kaif’s skincare brand, which had a more accessible price range.

Despite the backlash, the brand has managed to maintain a presence in the market, largely due to Deepika's influence and the exclusive nature of the products. However, the overall response suggests that the brand’s reach has been limited to those who can afford its premium pricing, leaving the masses alienated.

Brand Persona: Premium and Authentic

Deepika has carefully crafted a brand persona that reflects luxury, authenticity, and commitment to quality. As a celebrity, she has used her image to project 82E as a brand rooted in personal experience and dedication. Her direct involvement in testing and approving products before they move into clinical trials gave the brand a genuine, hands-on feel.

However, the perception of 82E as a "luxury" brand may have also worked against it. In a market where consumers are becoming increasingly conscious of value for money, especially in the skincare sector, positioning a brand as high-end might alienate potential customers who are looking for effective products at affordable prices.

Did It Pass or Fail?

While 82E has not been a total failure, it has not quite met the level of success that Deepika might have hoped for.

The backlash over the pricing, coupled with the perception that the products are "basic," has affected its popularity among a broader audience. However, the brand has carved a niche in the luxury segment, surviving due to its exclusivity and Deepika's loyal following.

It’s too soon to declare 82E a failure, but it certainly faces an uphill battle.

If Deepika wants to expand the brand's reach and overcome the backlash, a shift in pricing strategy or an effort to expand the product line to cater to more budget-conscious consumers could help. Alternatively, focusing on strengthening the brand's core loyal customer base by emphasizing its exclusivity and quality might work in the long term.

Moving Forward

To stay relevant in the highly competitive skincare market, 82E will need to adapt to the changing needs and preferences of its audience. The focus should perhaps shift from being a luxury product for the few to offering more accessible price points without compromising on quality. Alternatively, Deepika could use her celebrity status to promote the brand’s unique selling propositions more effectively, educating her audience about the reasons behind the pricing.

Final Thoughts: Deepika’s 82E is a bold move into a competitive market, and while it hasn’t been without its challenges, the brand’s story is far from over. With Deepika’s consistent involvement and a potential shift in strategy, 82E might find its sweet spot in the market, balancing exclusivity with accessibility.

Let us know your thoughts on Deepika’s skincare brand! Do you think the pricing is justified? Or is 82E too expensive for the average consumer?