The regional campaign introduces The Proudly Becoming Collection by Merz Aesthetics Asia Pacific, powered by SkinGivity Solutions, supporting a more integrative approach to medical aesthetics focused on skin longevity and personalized, natural-looking results.
Singapore (ANTARA/PRNewswire)- Merz Aesthetics, the world's largest dedicated medical aesthetics company, today unveiled a new regional campaign 'Your Time is Now', featuring critically acclaimed actress, advocate, producer, and director Lucy Liu as the new Asia Pacific ambassador for The Proudly Becoming Collection by Merz Aesthetics.
Launched in Seoul, South Korea, the campaign reflects the growing interest in skin longevity among women aged 45-64 across Asia Pacific, as they embrace this life stage with greater confidence, purpose and individuality. As their expectations evolve beyond addressing visible signs of aging alone, they are increasingly seeking a more proactive, long-term approach to supporting healthier, resilient skin that reflects how they feel on the inside.
Why Women Are Choosing a Different Approach to Redefining Aging
Across Asia Pacific, more than 240 million women aged 45 to 64 are redefining what this stage of life means to them.[1] As facial aging progressively alters the face through loss of skin structure and volume, decline in skin quality, and muscular imbalance, patient expectations of aesthetics care are evolving too. Rather than pursuing traditional anti-aging ideals, more women are seeking authenticity and personalized treatment approaches that help them look like themselves – supporting how they feel on the inside while achieving natural-looking results.
At the same time, facial aging is a complex process involving changes in skin structure that are often interconnected, affecting multiple anatomical layers. Yet, these changes are often addressed separately, creating an opportunity for integrated treatment strategies that move beyond isolated correction toward long-term treatment planning supporting skin longevity and helping women age well.
Responding to this shift, Merz Aesthetics Asia Pacific introduced The Proudly Becoming Collection by Merz Aesthetics, bringing together one of the industry's broadest portfolios of injectables and energy-based device to support personalized treatment journeys and skin longevity goals.
"'Your Time Is Now' reflects an important shift in how women aged 45-64 are thinking about this stage of life. Increasingly, they are seeking aesthetic care that is more personal, proactive and aligned with how they want to look and feel over time," said Lawrence Siow, President, Asia Pacific, Merz Aesthetics. "Through The Proudly Becoming Collection by Merz Aesthetics, we are equipping clinicians with a more personalized approach to treatment planning that supports skin aging and longevity, as well as natural-looking outcomes, helping women align how they look on the outside with the confidence and vitality they feel within."
Lucy Liu Brings 'Your Time is Now' to Life
Lucy Liu brings the 'Your Time is Now' campaign to life through her personal philosophy on confidence, self-definition and continual growth that resonates across generations – one that sees aging as a journey to own. "This chapter of my life feels more intentional. It's about investing in my well-being and purpose, rather than comparing myself to who I used to be," Lucy shared. "To me, there's a sense of freedom that comes from accepting that life isn't about preserving a single version of yourself but allowing yourself to keep changing and embrace every new version of who you become."
As Asia Pacific ambassador for The Proudly Becoming Collection by Merz Aesthetics, Lucy brings the campaign's message of confidence, individuality and continual growth to women across the region.
Introducing SkinGivity Solutions
Underlying The Proudly Becoming Collection by Merz Aesthetics is SkinGivity Solutions, a science-based framework built around the principles of skin aging and longevity.
Rather than focusing on correcting individual signs of aging as they appear, SkinGivity Solutions encourages a more proactive, long-term approach that supports how skin functions, adapts, ages, and maintains quality throughout life.
Developed for clinicians, SkinGivity Solutions provide a structured framework to better understand each patient's skin needs, as well as skin aging and longevity goals, supporting more meaningful patient conversations, personalized treatment planning and natural-looking outcomes.
"As our understanding of skin longevity continues to evolve, so too should the way we approach medical aesthetics. Our portfolio of products at Merz Aesthetics helps clinicians address multiple skin concerns to support overall skin long-term resilience, and that's important as we age to look and feel confident," said Samantha Kerr, Ph.D., Chief Scientific Officer, Merz Aesthetics.
Merz Aesthetics also revealed plans to announce the new Research & Development Innovation Center ("RDIC") in Singapore, an important hub as it leads the way forward as one of the pioneers in skin aging and longevity research. This initiative reflects the company's long-term commitment to advancing skin science through its global R&D ecosystem.
Together, The Proudly Becoming Collection by Merz Aesthetics, driven by SkinGivity Solutions reflect Merz Aesthetics Asia Pacific's long-term commitment to advancing evidence-based innovation, responsible aesthetic care and personalized treatment journeys that support skin aging and longevity.
About The Proudly Becoming Collection by Merz Aesthetics Asia Pacific
The Proudly Becoming Collection by Merz Aesthetics Asia Pacific is a curated portfolio designed to support evolving and interconnected skin needs through a focus on skin longevity. Powered by SkinGivity Solutions framework, it brings together a range of clinically proven solutions across injectables and energy-based technology to enable a more integrative approach to medical aesthetics, supporting personalized, natural-looking outcomes over time.
About Merz Aesthetics
Merz Aesthetics is a medical aesthetics business with a long history of empowering health care professionals, patients and employees to live every day with confidence. We aim to help people around the world look, feel and live like the best versions of themselves — however they define it. Clinically proven, its product portfolio includes injectables, devices and skin care treatments designed to meet each patient's needs with high standards of safety and efficacy. Being family owned for more than 115 years, Merz Aesthetics is known for building unique connections with customers who feel like family. Merz Aesthetics' global headquarters is in Raleigh, N.C., USA, with a commercial presence in 90 countries worldwide. It is also a part of Merz Group, which was founded in 1908 and is based in Frankfurt, Germany. Learn more at merzaesthetics.com.
SOURCE Merz Aesthetics
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