Deepika Padukone launched her skincare line 82°E in 2022 and if reports are to be believed, it appears that the brand might not be in best financial condition currently. Ever since its launch, Deepika’s brand has been constantly criticised for its expensive products, even though many premium skincare brands are priced similarly. The criticism was often based on the grounds that Deepika’s brand was fairly new and was yet to prove its worth when they expected the customers to pay full price for trying new products. Unlike other skincare brands, Deepika’s brand did not associate itself with any parent company, which could back its claims about efficacy.
However, 3 years later, it appears that the brains behind 82°E might have made some changes in the company’s pricing structure. When the brand launched in 2022, it had 12 products priced between Rs 1,200 and Rs 2,900. Now, the brand has 14 products priced between Rs 450 and Rs 2,900. The company has introduced various mini-versions and it appears that this was in the hope that the customers would try out the product in a smaller version.
One of the older products of the company, Ashwagandha Bounce, a moisturiser, sells its mini version of 15 ml for Rs 960, and sells the full-size version of 50 ml for Rs 2,700. The most expensive product of the company continues to be Bakuchiol Slip, a face oil, which sells the mini-version of 15 ml for Rs 1,500, and the full-size 30 ml for Rs 2,900. They also have another moisturiser called Sandalnut Bloom, which is selling for Rs 670, for a 15 ml version, and a 50 ml version for Rs 2,700.
For the men’s line, the brand was previously selling a cleanser and a moisturiser, but it seems like they have now discontinued the cleanser. The moisturiser is now being sold for Rs 2,400 for 50 ml. They also have a body care and body milk, and both of these cost Rs 2,500 for 240 ml each.
As per a report in Financial Express, Deepika’s company reported losses of Rs 25.1 crore last year. Yasin Hamidani, director at Media Care Brand Solutions, spoke about celebrity-led brands in the same report and said, “Star appeal may drive trial but not repeat purchase if the product lacks value.” He added, “Indian consumers are extremely value-conscious. Unless the product justifies its price through superior quality or innovation, this strategy backfires.”
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