Merz Aesthetics Launched New Asia Pacific Campaign
The company appointed actress Lucy Liu as the regional ambassador for its new aesthetics collection.
Updated on Oct. 9, 2026 in Beauty
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Merz Aesthetics has officially launched its "Your Time is Now" campaign across the Asia Pacific region. The initiative introduces The Proudly Becoming Collection, a portfolio of energy-based devices and injectables.
Why it matters
The campaign targets more than 240 million women aged 45 to 64 in the Asia Pacific region who are seeking proactive, long-term approaches to skin health. By utilizing the SkinGivity Solutions framework, clinicians can offer more personalized treatment strategies for complex skin structure changes.
The target demographic includes over 240 million women aged 45 to 64 in the Asia Pacific market. Merz Aesthetics maintains a commercial presence in 90 countries and has remained under family ownership for 115 years since its 1908 founding.
The players
Merz Aesthetics
This aesthetics company is part of the Merz Group, which was founded in 1908 and has been family-owned for over a century.
Lucy Liu
She is an acclaimed actress who has been named the Asia Pacific ambassador for The Proudly Becoming Collection.
The details
The Proudly Becoming Collection integrates a range of injectables and energy-based devices designed to address the interconnected nature of aging skin. The accompanying SkinGivity Solutions framework provides medical professionals with a clinical method to assess patient needs and define specific aesthetic goals.
Timeline
October 9, 2026: Merz Aesthetics launched the campaign and appointed Lucy Liu as ambassador.
Culture Shift
This campaign reflects a major shift toward long-term skin health management rather than isolated cosmetic procedures. It signals a move by aesthetics brands to capture the growing purchasing power of the 45-64 age cohort through personalized clinical solutions.
The campaign provides individuals with access to a new framework for discussing skin health goals with their clinicians. Patients in the region may find more personalized treatment options available through the integration of injectables and energy-based devices.
The takeaway
Proactive skin health is becoming a central focus for middle-aged consumers in international markets. Individuals should consult with certified clinicians to determine how integrated device and injectable treatments can address their specific aging concerns.
Further reading
Learn more about the latest industry trends in Beauty.
More information
For more information, visit the Merz Aesthetics corporate information portal.
Source note: This article includes information reported by Macau Business.
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Do you trust that new medical aesthetic campaigns prioritize long-term skin health over purely cosmetic outcomes?
