GEZEITEN | FOR A NEW AGE

Skincare launch combining futuristic fantasy with very real scientific innovation.

Having scooped an iF Design Award for packaging innovation before they had even launched, Gezeiten (Eng. ‘The Tides’) wanted to go to market with an audacious brand narrative that would challenge every expectation of the clinical skincare category.

The brand’s German founders set out with a vision of a future free from the overload of modern life - ‘Too much noise, too much pollution, too much of the wrong technology’ - all of which puts stresses on the skin that it was never designed to face.

What they have created is an ultra-high performing skincare that utilises cutting edge marine biotechnology, the body’s innate circadian rhythm, and an understanding of the microbiome of organisms that lives in delicate symbiosis with healthy skin. And what they needed was a creative platform that would anchor it all to a single, core thought.

Together, we created a brand narrative tying back to the brand line ‘For a new age’ that rooted all Gezeiten’s skincare technologies in the evolutionary story of the human species, and defined its vision of the not-to-distant future as one where technology will reconnect us with (and work in service of) our most fundamental human needs:

Reconnecting with the forces that made us, for the challenges of the world we’re building.

Gezeiten: Skincare for a new age.

Continuing to work directly with the founders, I helped to translate this story into social media bio lines, press packs, product PDP copy, and a tone of voice that let their ethereal vision and scientific credentials work in harmony - ebbing and flowing like the tides.

Gezeiten is available online at gezeiten.com, and via Niche Beauty and Net-a-Porter.