‘Overpriced’, ‘Basic’: Twitterati Disappointed With Deepika Padukone’s Skincare Line

Unless you are living under a rock, you must have heard that Deepika Padukone recently launched her new skincare line, 82°E, deeming it to be a wellness brand that promotes ‘self-care’. Celebrities launching their own brands is nothing new–Priyanka Chopra started her own homeware brand, Alia Bhatt’s sustainable kidswear brand Edamamma launched its maternity wear, and Katrina Kaif’s makeup brand Kay Beauty is doing wonders.

 

 

 

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A post shared by 82°E (@82e.official)

Padukone came up with just two products as of now; a moisturiser named ‘Ashwagandha Bounce’ and a sunscreen called ‘Patchouli Glow’.

Through an Instagram Live, Padukone explained how she came up with the name of her brand and why she chose skincare out of everything. She said that 82°E  is the longitude that runs through India. “When we went through a whole bunch of options it just felt correct for where I am in my life and what we wanted to say through this brand that we are truly proud of who we are as a nation, as a country, and also our relationship with the rest of the world.”

 

 

 

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A post shared by Deepika Padukone (@deepikapadukone)

She added that skincare is extremely personal to her. “A journey that I have learned and discovered through trial and error over a period of time and I have reached a stage in my life where I don’t prioritise anything more than my self-care. And skincare has been a very important part of my self care ritual.”

Don't miss: Deepika Padukone Launches A Made-In-India Self-Care Brand 82°E

Not well-promoted

Despite clearing the air around it, all her fans were disappointed about the way the skincare line was launched. They found it cold and impersonal. Diet Sabya, an Instagram handle that spills the tea around celebrities and fashion, went on to say that it was not promoted well considering her following and public standing. The anonymous account also thought that agencies were slow and did not take leverage of Padukone’s ginormous following. 

Moreover, people were unhappy about the names she gave to her products. The pricing of the products was also relatively high with the moisturiser with Ashwagandha and sodium hyaluronate priced at ₹2,700 and the ‘nourishing sunscreen drops’ made with patchouli and ceramides for ₹1,800.

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Twitter Is Abuzz with Criticism

Many social media users took to Twitter to express their disappointment with the skincare line. 

A user tweeted, “Deepika hum mein se koi 3000 ki hydrating ashwagandha moisturiser nahi le sakta hai meri ponds ki cream same kaam karti hai (Deepika, nobody out of can take this ashwagandha moisturiser. My pond’s cream works the same).”

Deepika hum mein se koi 3000 ki hydrating ashwagandha moisturiser nahi le sakta hai meri ponds ki cream same kaam karti hai

— daddy's little bb16 enjoyer (@bareilykibarfi) November 15, 2022

Another tweet said, “Skincare girlies, what do we think of Deepika's new skincare line? Cash grab or...? This pricing is literally ridiculous though, more expensive than imported high end lines also.”

Skincare girlies, what do we think of Deepika's new skincare line? Cash grab or...?
This pricing is literally ridiculous though, more expensive than imported high end lines also. pic.twitter.com/iuI8bEdE4s

— Sherina (@Sherinapoyyail) November 16, 2022

More users pitched in. “Deepika’s skincare line is v blehhhh. Overpriced, basic, and barely efficacious. But what else do we expect from celebrity brands.”

Deepika’s skincare line is v blehhhh. Overpriced, basic, and barely efficacious. But what else do we expect from celebrity brands 👌🏽🫠

— BonitaApplebaum (@pysofly) November 15, 2022

While others were meaner with their comments, “this has to be the dumbest name ever for a skincare brand. the overcompensation for being a college dropout is crazy like just name it deepika skin and move.”

this has to be the dumbest name ever for a skincare brand. the overcompensation for being a college dropout is crazy like just name it deepika skin and move https://t.co/0zJqV8n244

— lydia (@lmohenjodarol) November 12, 2022

There was also a Reddit user who had a pertinent point to make about marketing, they said that they remember when Kay Beauty launched, Katrina used all her Bollywood co-stars to promote it like Salman Khan, SRK, Aamir Khan, and Hrithik Roshan, who promoted it on their Instagram pages. Then she did videos with Indian influencers and models. She did interviews, beautiful photoshoots, released a few products, had slogans and much more. “It was legit hype because she created the hype. Like it felt like an event and this half of the people don’t even know.”

The initial ridicule faced by 82°E might do a lot of harm to its sales. However, given Padukone’s public presence, those who can afford the cost might just give it a try to be up-to-date with every fad.

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