Nivea taps Monica Bellucci as campaign face

By

Sarah Ahssen

Translated by
Benjamin Fitzgerald

Published
May 17, 2018

'Co-ageing': such is the new Nivea philosophy. The Beiersdorf-owned skincare brand, which claims to assist women in accepting the signs of ageing, has closeted the term 'anti-ageing', "because ageing isn't a taboo," as outlined by Morgane Jouot, marketing director of the brand's France-Benelux region.

And to represent this new philosophy, Nivea has tapped actress Monica Belluci, who, from May 21, will be the face of the Hyaluron Cellular Filler skincare line in a 30-second advertising campaign, produced by director Bruno Aveillan. The campaign will air in France, Italy, Spain and Belgium. 

"We have to accept the passing of time: in a world where we are all scared to age, that fact of saying we can continue to love and be loved, even if we have a more organic beauty, I find that a beautiful image," explains the actress, whose signature is also inscribed on the packaging of the skincare line, which is aimed at women fifty years old and over.