Nivea Partners with Cheryl Cole for New Campaign
NIVEA announces British artist and style icon Cheryl as the new face of its Cellular Epigenetics Age Rewind Serum featuring EPICELLINE. This cutting-edge product leverages breakthrough science to target visible signs of ageing, delivering radiant, plumper, and more youthful skin for consumers across the UK.
Andrew Rawle, Marketing Director Northern Europe at NIVEA, comments: “Cheryl brings a genuine authenticity to this campaign, making her a natural fit for NIVEA’s latest innovation. Her own skincare journey reflects that of so many women who’ve evolved 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’re stepping into a new era of skincare with NIVEA – bringing 15 years of research into a breakthrough that delivers visible results without compromise.”
This campaign is set to run in the UK and Ireland only. Produced by creative agency Publicis One Touch and directed by Masato Riesser it will feature a 20 second TV ad alongside a series of behind-the-scenes video stories and content that will sit across a full range of social and online channels. The first TV ad is set to land from the beginning of September with planned spots to run throughout the month and beyond.
The first instore campaign image will land in stores from mid-late August 2025, and the brand says it plans to work closely with its retail partners Sainsbury’s, Boots, Superdrug, Tesco and Amazon both online and in-store.
The campaign will also be supported by a media launch event and a two-day consumer experience, Epigenetics House, located in the heart of London’s prestigious Harley Street, where cutting-edge innovation meets a rich heritage of skincare expertise.
For over 15 years, NIVEA’s research teams have been pioneering advancements in epigenetics, the science of how genes are turned on and off, leading to the discovery of EPICELLINE, a revolutionary ingredient that reactivates the youth functions of skin cells. Backed by patented Age Clock Technology, EPICELLINE is clinically proven to rewind cellular skin age in just two weeks, helping older skin cells behave like younger, more vibrant ones.
Historically, skin ageing was believed to be governed solely by genetics; however, epigenetics reveals how lifestyle and environmental factors such as stress and UV exposure significantly influence skin’s biological age, even in genetically identical individuals.
The serum’s formula combines EPICELLINE with three molecular sizes of Hyaluronic Acid (macro, medium, micro) to address 10 key signs of ageing, including wrinkles, loss of firmness, elasticity, and moisture, resulting in a visibly lifted, smoother, and stronger complexion.
Consumer data and efficacy:
88% of women report more radiant skin after the first use
93% notice visibly plumped skin after 7 days
100% confirm a more youthful appearance after 4 weeks
Suitable for all skin types, NIVEA’s Cellular Epigenetics Age Rewind Serum is clinically tested and consumer approved.
Beiersdorf CEO, Vincent Warnery, emphasises: “Our goal is to lead the way in longevity science by cutting-edge research based on real consumer insights. As pioneers in epigenetic research, we believe in scientifically proven ingredients. Building on the success of our largest product launch in history of Beiersdorf Derma-Brands with our Eucerin Hyaluron-Filler Epigenetic Serum with EPICELLINE, we are now bringing our revolutionary solution for skin rejuvenation and longevity to the mass market with NIVEA.”
The launch of the serum fits right into supporting Beiersdorf’s strong science-based active ingredient history and offers in the mass market, joining other game changers such as Q10 and THIAMIDOL underlining the pioneering spirit of the company to become the undisputed authority in skin care.
“I’m so excited to be partnering with NIVEA,” says Cheryl. “It’s 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’ve used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard! Over the years, my skincare routine has been through every phase. From chasing trends to finally figuring out what really works. 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.”
NIVEA’s Cellular Epigenetics Age Rewind Serum is available now in stores and online at all major retailers including Boots, Superdrug, Sainsbury’s, Tesco and Amazon.
