Geske on its mission to democratize the pursuit of healthy skin
The free, AI-powered GESKE app allows customers to conduct a skin analysis to understand more about their skin
Known as a highly competitive market, Geske German Beauty Tech is currently making a splash in beauty travel retail. The innovative skincare brand brings together cutting-edge technology and clinically tested formulas to provide advanced skincare solutions. Available in Dubai Duty Free and in duty free in Saudi Arabia, Geske recently debuted in travel retail in the Americas, where according to Brand Director Ekaterina Cherne, the response has been “overwhelmingly positive.”
Geske has launched with Duty Free Americas, Bernabel, Boramix, Cell Motion and Cell Shop and is in partnership with the distributor, Tiyers. With the aim to enter American airports next year, the brand is expanding throughout Latin America and the Caribbean and will soon be present on cruise ships as well.
“We have created a presence across South America at a rapid pace and are launching in the Caribbean, with Rouge Duty Free and Duty Free Americas, on 10 different islands. Early next year, we will also start retailing at Heinemann stores onboard the new Royal Caribbean cruise ship Icon of the Seas, which is the largest of its kind in the world,” shares Cherne.
The brand is still exploring options with regard to offering its products at scale in the airport environment. Several airports would like to offer bundled assortments in duty free such as a Geske device and a matching skincare product. It has also received numerous requests from travel retailers for gifts with purchase.
Coming up, sales are expected to increase significantly in Dubai and Saudi Arabia because of the high season. “During this period, consumer demand typically spikes due to holidays, increased tourism and special shopping events like Black Friday or other regional festivals. These factors will likely drive higher sales in both regions,” explains Cherne.
The brand’s Hello Kitty product range is made up of sonic facial brushes, MicroCurrent devices, smart masks, eye energizers and facial misters
Personalization and price point
When it comes to competitive advantage, Cherne notes that price point is a clear differentiator. According to her, Geske is successfully replacing other brands that charge up to five times the price for devices that feature the same capabilities and technologies.
“We want to democratize the pursuit of healthy beautiful skin, and our product range with affordable price points offers incomparable value to customers in the skincare market. The free, AI-powered GESKE app allows customers to conduct a skin analysis to understand more about their skin,” she says. “Upon performing a skin scan, users receive curated, personalized recommendations on devices that would fit perfectly in their skincare routine and access to over 1,000 videos in 46 languages each to show them how to use each product.”
Geske’s SmartAppGuided™ Sonic Thermo Facial Brush serves as a 3-in-1 for lifting, firming and toning skin
Rising beauty tech trends
With each Geske device designed to address a specific skin concern, Geske products cater to all age groups. Cherne says, the desire for more affordable and personalized beauty tech among consumers led to the idea of establishing a brand that offers technologies in “every arena of skincare.” Geske’s Hello Kitty devices have proven to be very popular across all regions. “In terms of beauty tech trends, we are witnessing the demand for products that offer multiple functions to support the overall skin health. Many of our devices include up to nine different technologies,” she adds.
Discussing the projected growth of the global skincare industry, Cherne ties in personal health and wellbeing. “I think that the overall global awareness of skincare and beauty tech products has grown significantly due to social media and e-commerce,” she says. “With all of the latest technologies available at affordable price points to improve our skin's appearance and overall health, consumers are driven to take better care of themselves and make greater investments in their beauty and skincare.”
