Nivea has announced British singer and television personality Cheryl as the face of its latest launch, the Cellular Epigenetics Ages Rewind Serum.
The brand, owned by Beiersdorf, partnered with the former Girls Aloud member to front the campaign, including social media content, in-store advertising and a television ad.
The product, formulated with the German personal care giant’s patented epigenetic ingredient Epicelline, aims to bring skin longevity “to the mass market”.
The launch comes as Beiersdorf plans to make “breakthrough age-reversing skin care more accessible”.
Speaking on the campaign, Andrew Rawle, marketing director Northern Europe at Nivea, said: “Cheryl brings a genuine authenticity to this campaign, making her a natural fit for Nivea’s latest innovation.
“Her own skin care journey reflects that of so many women who haveevolved their routines over the years and are now seeking something more advanced and science-based.
“With the launch of our Cellular Epigenetics Age Rewind Serum, we are stepping into a new era of skincare with Nivea – bringing 15 years of research into a breakthrough that delivers visible results without compromise.”
Cheryl added:“I’m so excited to be partnering with Nivea. It is such a trusted and relied-upon brand that continues to evolve with the times.
“For me, it’s always been trust in a bottle, I have used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard.
“This new serum is a total game-changer. It’s smart, it’s gentle, and it brings back that youthful, radiant glow we all love and remember.”