Nivea taps Monica Bellucci as campaign face

'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.

Monica Bellucci is the new face of Nivea

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.

Translated by Benjamin Fitzgerald

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