From Myth to Reality: How 82°E Man is revolutionizing men’s skincare

Brand Introduction

82°E is a modern self-care brand co-founded by global Indian icon Deepika Padukone and Jigar Shah. We are on a mission to make the practice of self-care simple, joyful, and effective through high-quality and high-performance products. Born in India, for the world, 82°E launched with a set of skincare products that support the fundamentals of skin health, as well as other categories that support a modern, holistic approach to self-care. This year, 82°E expanded its offering by launching a luxurious Body Care range and most recently forayed into self-care for men with 82°E Man.

Pronounced Eighty-Two East, the brand is inspired by the standard meridian that passes through India and reflects Deepika Padukone’s personal and professional journey as a modern Indian woman who is strongly rooted in her homeland, global in her outlook and appeal and committed to her physical and emotional well-being. Rigorously sourced, carefully crafted and clinically tested: 82°E’s skincare line is made with science and spirit. Each of the brand’s products combines time-tested Indian ingredients with powerful scientific compounds.

Problem statement:

Despite a growing interest among men for skincare, as evidenced by 30% of respondents in the Mintel Facial Skincare Research expressing a desire to incorporate facial skincare into their routines, a significant hurdle persists. Consumers are overwhelmed with the current skincare landscape characterised by information overload and an abundance of complex products. This shift in mindset reflects a broader sentiment favouring simplicity in skincare, driven by concerns over the potential adverse effects of using multiple products.

Despite the growing acceptance of men’s skincare routines, several myths persist surrounding this topic. One common misconception is that skincare products produced for women can work equally well on men. While this might be true to an extent, fundamentally men’s skin is very different from that of a woman, such as thicker dermis and increased sebum production. Hence, the product designed for a woman might not be the best solution for a problem faced by a male consumer.

Additionally, men’s self-care as a concept is filled with several misconceptions, as the general belief is that self-care is for women and includes spending a lot of time and money on superficial, expensive activities. However, self-care is for everyone, and everyone can benefit greatly from it. Self-care is made up of small acts, and skincare is one of them.

By debunking such myths and providing education on the importance of self-care, we aim to empower men to embrace skincare practices and achieve healthier, more radiant skin.

Key objectives

Demystify self-care for men, while breaking the perception that men do not indulge in self-care
Create awareness, launch and establish 82°E Man as a trusted self-care companion to simplify skincare through our product rangefor HIM.

Plan of execution:

Strategy: To achieve the above objective, a strong 360 degree marketing campaign was conceptualised that included leveraging our strengths across PR, IM etc.

Creative Thought: Care that’s Carefree

Execution:

To kick start the campaign, we needed to first demystify self-care for men. For this pre launch phase, we partnered with one of the foremost and most significant self-care gurus in the world – Jay Shetty and initiated a conversation around men’s self-care with our Co-Founder, Deepika Padukone
For the launch, we created a compelling brand film introducing “Skincare Simplified by 82°E Man.” Through the video, we continued to Demystify self-care for men, while debunking the perception that men do not indulge in self-care
Strategically distributed product seeding kits to influential male figures spanning entertainment, sports, business, and beyond. We saw posts from megastars like Diljit Dosanjh, Baabil Khan, Viraj Ghelani, Ashish Chanchlani, Arjun Kanungo and more
We further amplified the campaign through organic media stories which resulted in press release pickups, product placements in CAT A publications, spokesperson interviews and more. The campaign was prominently featured in top-tier publications including ET Brand Equity, Storyboard 18, and more. We secured extensive coverage in new launch segments of Valentine’s Day gifting features, alongside standalone stories in reputable publications such as Grazia, Cosmopolitan, NDTV, and more.

Results

The brand film garnered 8.2 M views on Instagram
The compelling Jay Shetty X Deepika Padukone self-care video garnered over 12.4 million views making it our highest viewed video, with 19K shares, 16K saves and an additional direct webstore traffic of 100,000 visitors
Jay Shetty X DP content series garnered 13.3 Mn views in total
Through the duration of the entire campaign, the brand’s IG page saw a month-on-month increase in engagement rate (overall engagement rate: 6.99%), a 2412% increase in post saves and a 2099% increase in post shares in the month of launch
We’ve developed a distinct look and feel for the 82°E Man pages to appeal to our target audience, even though it differs from the website’s overall style. This custom approach helped the page effectively grab the attention and engage our users.
We garnered a reach of 461 Million through the combined organic media amplification

Keerthana Ramakrishnan, CMO, 82°E shares, “With the launch of 82°E Man, we aimed to simplify skincare and demystify self-care for men by making it accessible and enjoyable through our product range and marketing initiatives. Our collaboration with Jay Shetty and Deepika Padukone resonated deeply with our audience, solidifying our brand’s position as a leader in modern self-care. We are encouraged by the results so far and are working towards more initiatives that make skincare and self-care accessible to men.”

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.