German beauty brand Geske, known for fusing engineering, skincare, and AI technology, has launched a multi-phase global campaign leveraging celebrity endorsements and influencer partnerships to drive brand awareness. 

The first phase, launched in March, enlisted high-profile celebrities like actresses Nina Dobrev and Megan Fox, internet personalities Aida Domenech and Charli D’Amelio, and German model Toni Garrn to share Geske product integrations on Instagram and TikTok. This phase generated 62.5 million impressions across social and earned media while piquing retailer interest.

The campaign comes as the innovative beauty device company, founded in 2022 by André Geske, expands into the U.S. market and 67 other countries.

Geske’s product line includes sonic vibrations and red light therapy, all priced under $100 and backed by a 15-year warranty. The brand also provides a free app with over 1,000 instructional videos in 56 languages, offering product guidance and skincare recommendations.

Taylor Dunston, Geske’s North America sales manager, said the second phase involves collaborations with 40 micro- and mid-tier beauty influencers and experts, including Yuri Lee and Sophia Rutu, to target emerging markets like Spain, Australia, Mexico, and Malaysia while showcasing product efficacy. This phase targets 5 million social impressions.

The final phase focuses on paid advertising on global platforms such as WeChat, Tencent, and YouTube, incorporating livestreaming for social commerce engagement.

Geske also partnered with Cocomint Beauty, a TikTok account promoting Korean beauty brands, to launch a Hello Kitty-inspired device collection available on Cocomint Beauty’s TikTok Shop.

While the company hasn’t disclosed its sales figures, Geske has invested $130 million in device development and $50 million in a beauty tech factory, aiming to produce at least 50 million units annually, according to Glossy.