Nivea is strengthening its position in longevity beauty with a new eye serum that combines longevity science with cryogenic technology.

Cellular Epigenetics Age Rewind Eye Serum contains the Beiersdorf-owned skin care brand’s patented active epigenetics ingredient Epicelline, which claims to deliver visible age reversal by working at the cellular level, with cryogenic technology to rejuvenate.

It is fronted by Brand Ambassador and Girls Aloud singer Cheryl Cole, who for the campaign has been shot on a glacier delivering the tagline ‘Life's About to Get Cold’ – a playful nod to the band’s song ‘Life Got Cold’.

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The new eye serum builds on the success of Nivea’s Cellular Epigenetics Age Rewind Face Serum, which launched last year and focused on precision anti-ageing powered by longevity science.

"We are seeing growing consumer interest in not just reversing [the] signs of ageing but also preventing them,” Andrew Rawle, Northern Europe Marketing Director at Nivea, told Cosmetics Business.

“This is why we wanted to extend our longevity offering beyond just one serum in this area – to give consumers more options to

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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