How 82°E’s NPS score surpasses even some decade-old global brands in just 2 years

Delhi: Launched two years ago, the self-care brand, 82°E, co-founded by Deepika Padukone, has an impressive NPS score surpassing even decade-old global brands, said Keerthana Ramakrishnan, CMO of 82°E.

She attributed this success to the brand's meticulous audience segmentation and precise targeting strategies.

The Net Promoter Score (NPS) stands as one of the most prevalent benchmarks in customer experience, utilised for gauging customer loyalty and satisfaction.

Recently, Ramakrishnan spoke to BestMediaInfo.com about the brand's evolution and how her team has achieved an all-time high NPS score, surpassing even major decade-long global brands, in just two years.

She highlighted, “Correct audience segmentation and targetted communication led us to an impressive NPS score. This score reflects the health and reputation of their brand, surpassing even those of globally renowned brands that have been around for decades.”

Ramakrishnan emphasised the importance of using first-party data. She also said, “As a company, we prioritise data protection by ensuring that only authorised personnel have access to the data that helps them serve consumers better.” 

There are also strict protocols and guidelines in place to prevent any misuse or unauthorised access of data by others, she added.

Additionally, she stated, “We segment our audience to ensure that promotional offers are not sent to the entire community, but rather targeted to specific groups who are more likely to benefit from them.”

While highlighting the segmentation of audiences beyond demographics and gender, Ramakrishnan suggested that at 82°E, one can build cohorts based on purchase behaviour and engagement with the brand.

“However, this requires a data-driven approach, constant analysis and data mining to ensure that messaging is tailored to each cohort. 

Merely collecting data is not enough, as the goal is to develop focused messaging that resonates with each specific cohort. Without proper analysis, data mining, review, and messaging may not make sense or be effective, she explained. 

Emphasising the challenges faced in terms of data privacy, Ramakrishnan said, “One of the main concerns is that when consumers engage with us through email campaigns or contests, then comes the need to be careful using their data and privacy.” 

This is a crucial aspect that companies must adhere to, as they need to stay within the stipulated guidelines set by the organisation, she added.

The second challenge is regarding the consistency of marketing messages across different platforms and target audiences. “We must ensure that their marketing messages are seamless, regardless of the audience we are targeting.” 

The launch of 82°E Man

The brand has recently launched its latest product, the 82°E Man range. According to the brand, this range is designed to cater to men's specific skin concerns, while still adhering to the 82°E philosophy of ‘cleanse, hydrate and protect’. This range combines Indian ingredients with scientific ones to provide a powerful and effective solution for men's skincare needs.

Ramakrishnan shared that the launch of 82°E Man was a result of their internal research. 

“Our internal research had led us to find that male audiences were looking for products exclusively for them, tailored for their skin type and skincare routines.”

Citing the Mintel report, she stated that the research has also shown that 30% of men were looking to add skincare into their everyday routines, compared to 26% of women. 

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Furthermore, she highlighted that there were styling and grooming products available for men in the market, but not many skin care products. Therefore these insights allowed them to launch skin care products for men that help simplify their skin care routine and raise awareness for self-care through skin care.

How is marketing to men different from women?

When addressing marketing strategies for self-care products and considering potential differences in approach for marketing to men and women, Ramakrishnan noted that the core message remains consistent for both genders: advocating holistic self-care as something straightforward, carefree, and joyful. However, she emphasised that the distinction lies in the manner in which the message is conveyed.

“Men are more likely to be influenced by authority figures, experts, and peers, while women are more likely to be influenced by trusted sources such as family and friends. In terms of communication channels, men prefer digital platforms, while women prefer digital platforms and in-person forums”, she highlighted. 

Additionally, she stated, that self-care and personal care have traditionally been marketed towards women, resulting in women having a better understanding of the industry and self-care practices. 

“However, men may have misconceptions and a lower baseline awareness of self-care, making it crucial to have education-oriented communication strategies for them. For women, the goal is to communicate the message in a way that aligns with what they already know or practice. Ultimately, the key difference in marketing to men and women is not the message but how it is delivered,” Ramakrishnan emphasised. 

82°E’s unique monthly drop strategy

Highlighting 82°E’s unique monthly drop strategy, Ramakrishnan shared, “We want the consumers to come along with the brand on our journey. To achieve this, the co-founders conceptualised a drop strategy. This allowed us to give a greater opportunity to our consumers to experience our product offering. If they like it and it works for them, they can include it in their self-care routine, which is authentic to their lifestyle. This is the fundamental reason why the strategy was conceptualised.”

The second reason for this strategy is to build excitement for the product launch in an organic way, she highlighted. 

“It has helped us to create excitement for our consumers. The reactions we have received on the teaser content on Instagram are a testament to the excitement that we are building organically.”

 82°E journey:

82°E is a self-care brand that aims to make self-care ‘simple, joyful, and effective’. Co-founders Deepika Padukone and Jigar Shah were inspired by the 82°30' East standard meridian that passes through India and shaping relationships with the rest of the world. They set out to create a modern self-care brand that is Indian in its ethos and global in its outlook.

While highlighting the brand's storytelling approach, Ramakrishnan said, “For us, we advance our storytelling by linking it with what's going on on the national and global stage, which are linked to our co-founder Padukone’s moments as well. If there are national and global moments that she's participating in, our goal is to kind of leverage those moments to advance our storytelling, be it for the brand or the product.” 

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Linked to these global movements and national movements, we also study what our consumers are going through. And we gain insights from those consumer studies for a seamless storytelling experience,” she added.

When asked about the launch of the brand in retail outlets, Ramakrishnan mentioned that they are initially, a D2C brand and want to sell products on their website. 

“Now that we have established the brand and the narrative of self-care, we plan to expand our reach and sell our products through various channels. You will soon see us dimensionalising our channels,” she added.

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