Merz Aesthetics Unveils Your Time Is Now Campaign with Lucy Liu for Skin Longevity

Lucy Liu is stepping into a new global role as the Asia Pacific ambassador for Merz Aesthetics, joining the medical aesthetics company to launch its latest regional campaign titled Your Time is Now. The campaign focuses on The Proudly Becoming Collection, targeting the growing demographic of women aged 45 to 64 across the Asia Pacific region who are pursuing skin longevity and proactive wellness.

Lucy Liu Leads Regional Campaign Launch in Seoul

The campaign formally launched in Seoul, South Korea, positioning Liu at the forefront of a movement emphasizing self-definition, continual growth, and confidence. Across the Asia Pacific region, more than 240 million women between the ages of 45 and 64 are currently redefining their life stages, according to data highlighted during the launch. Rather than pursuing traditional anti-aging ideals, this demographic increasingly seeks personalized treatments that align with how they feel internally.

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 Liu

Liu noted that accepting ongoing personal evolution brings a distinct sense of freedom. Lawrence Siow, President of Merz Aesthetics Asia Pacific, stated that the campaign reflects an important shift in how women in this age bracket approach aesthetic care by seeking proactive options that maintain natural-looking outcomes over time.

SkinGivity Solutions Framework Powers The Collection

The Proudly Becoming Collection is powered by SkinGivity Solutions, a science-based framework designed around the principles of skin longevity. Samantha Kerr, Ph.D., Chief Scientific Officer at Merz Aesthetics, explained that the framework moves away from isolated corrections of individual signs of aging. Instead, it provides clinicians with a structured approach to support long-term skin resilience and function across multiple anatomical layers.

Singapore Research Facility Expands Regional Presence

In tandem with the campaign rollout, Merz Aesthetics announced plans for a new Research and Development Innovation Center in Singapore. The upcoming facility will serve as a primary hub for skin aging and longevity research as part of the company’s broader global R&D ecosystem.