Merz Aesthetics launches ‘Proudly Becoming’ campaign in Asia-Pacific

Merz Aesthetics has launched its ‘Proudly Becoming’ brand campaign in the Asia-Pacific region, debuting the initiative in South Korea. The campaign features actress and director Lucy Liu as the regional ambassador. Centered on the theme ‘Your Time is Now,’ the campaign targets women aged 45 to 64, encouraging them to embrace aging and personal growth with confidence.

To support this market shift, the company introduced ‘SkinGivity Solutions,’ an integrated treatment framework designed to address skin aging as a complex, multi-layered process involving the epidermis, dermis, subcutaneous fat, and muscles. This approach moves beyond treating isolated wrinkles to focus on ‘skin longevity’—the long-term maintenance of skin health and function.

Merz Aesthetics also announced plans to strengthen its research capabilities by establishing a Research and Development Innovation Center (RDIC) in Singapore. This center will serve as a primary hub for skin aging and longevity research within the Asia-Pacific region, collaborating with the company’s global R&D network.