82°E facilitates effortless self-care for men

82°E has rolled out a campaign to underscore its latest range of men’s skincare products under 82°E Man to introduce the brand to the market. 

 

Conceptualised by Tilt Brand Solutions, the film portrays men seamlessly integrating self-care into their daily lives, from jogging to seeking comfort in music. It aims to underscore how 82°E Man enhances this innate, carefree self-care regimen with its straightforward, effective, and uplifting products.

 

Keerthana Ramakrishnan, chief marketing officer, 82°E, said, “Our expansion into 82°E Man – new products for a new audience - is another pivotal moment in our business. This means two things for us: first, it's an opportunity for us to evolve and add new dimensions to our understanding of self-care, given the nuances within men’s care. Second, it's an opportunity to bring new self-care experiences to men's routines, drawing from the best of what we've offered so far and what we know about this demographic. Here’s hoping that we connect with our newer audiences as effectively as we have done and that we can layer and nuance self-care for everyone over time.”

 

Shriram Iyer, group chief creative officer, Quotient Ventures, said, “For a few months now, our eye has firmly been on building brand 82°E around its singular but dynamic self-care narrative, across all product categories. With the milestone launch of 82°E  Man, we approached communication based on the existing realities of our new audience – the fact that men are already immersed in regular acts of self-care, even if they don’t brand them as that. From taking a run to turning to music for a break, self-care is an inherent, organic and carefree practice in all our lives; and 82°E Man is just the right personal care addition to that – with its simple, effective and joyful offerings.”