A "Masterpiece" for Cell Rejuvenation

For several decades researchers around the world have been working on the subject of ageing and how to counteract the signs like sagging skin, wrinkles and age spots. With the help of over 15,000 women NIVEA researchers have now developed a formula that can effectively work against the signs of ageing. “NIVEA CELLULAR ANTI-AGE is a special milestone for NIVEA in the anti-ageing sector. In the formula creation alone, more than 8,500 women were actively involved in order to ensure that the finished product responds to the expectations women have towards high quality anti-ageing face care,” says NIVEA skin expert Dr. Sven Fey, Head of the Department of Product Development for NIVEA Face Care. “At NIVEA we strive to create innovative face care products that work in harmony with your skin’s own processes. The new care series NIVEA CELLULAR ANTI-AGE induces cells to behave like younger ones.”

An Innovative Formula for Younger-looking Skin

The older we get the more the production of collagen in our cells slows down. The repair mechanism gets weaker and cell regeneration decreases. NIVEA CELLULAR ANTI-AGE contains three active ingredients that help to counteract these signs of ageing: Magnolia extract, hyaluronic acid and creatine. “The care series brings together the virtues of effective anti-ageing ingredients. Short chain hyaluronic acid improves the skin’s own ability to bind water, magnolia extract increases cells’ resilience to oxidative stress and creatine improves the energy system of cells,” says Dr. Fey. In order to prevent premature skin ageing as a result of sun exposure, the NIVEA CELLULAR ANTI-AGE Day cream also contains SPF 15 and a UVA filter system.


A Spectacular First Presentation

On April 4th, 2013, the new NIVEA Masterpiece was revealed to selected journalists from internationally top women’s magazines from 9 different countries in an environment created especially for this event: “Hotel CELLULAR” in London. A total of 100 guests attended the two exciting and informative days in the English capital. Beiersdorf researchers began the press conference with an excursion into the world of biological ageing and cells, followed by the spectacular unveiling of the new NIVEA CELLULAR ANTI-AGE range. Afterwards, the journalists were taken on an interactive journey where they came into close contact with and were able to experience first-hand the three unique components that make this new range so special: an effective ingredient system for proven results, a special sensory profile for an excellent skin feel and an indulging scent true to the key components of the unique NIVEA fragrance.



On Day 2 prominent guest speakers shed light on the topic of ageing from different angles, amongst them Rita Carter, an internationally recognized science writer, who showed the role our brains and positive thinking play in the ageing process.