Nivea blue cream launches its €17.99 anti-ageing moisturiser targeting 4 facial zones
For decades, the Nivea blue cream has been a staple of generations of beauty routines. Celebrated for its nourishing power and iconic formula, it remains a bathroom essential. Now, the German brand is taking a bold new step with the Cellular Epigenetics range, an approach to anti-ageing skincare inspired by the science of longevity.
The Nivea blue cream and the shifting anti-ageing market
The anti-ageing market is undergoing a profound transformation. Long focused on fighting wrinkles, it is gradually giving way to a vision centred on pro-ageing and ageing well. Consumers are less interested in erasing the passage of time than in ageing in good health.
The Nivea blue cream is firmly part of this movement. The brand aims to make this approach accessible to as many people as possible, with a complete routine designed to care for skin day after day. Cellular Epigenetics no longer seeks simply to mask the effects of time, but to support the skin through its natural ageing process.
This new philosophy responds to real expectations. More and more women want gentle skincare that is suited to their actual age. They also favour clinically proven formulas that are easy to incorporate into everyday life.
A formula designed for four key facial zones
Among the range’s new launches, the Cellular Epigenetics Youth Day Cream SPF30 brings together the best of this technology. Priced at 17.99€, it combines EPICELLINE®, three types of hyaluronic acid and SPF30 sun protection. It therefore unites correction of the signs of ageing with everyday protection.
“I expect my skincare to be tailored and kind. It’s about trust and self-esteem. I don’t want to look 20 years younger, I want to thrive at 47. This range optimises my skin.”
The cream works specifically on four key facial zones: the cheeks, the forehead, the facial contours and expression lines. Designed for all skin types, it fits seamlessly into a complete anti-ageing routine. The promise is clear: act today to protect the skin of tomorrow.
- EPICELLINE® technology inspired by the science of longevity
- Three types of hyaluronic acid for targeted action
- Integrated SPF30 sun protection for daily use
- Action on four key zones: cheeks, forehead, facial contours, expression lines
- 93% of women notice younger-looking skin after use
93% of women notice younger-looking skin
According to results shared by the brand, 93% of women notice younger-looking skin after using the cream. This figure reflects the claimed efficacy of the Cellular Epigenetics formula. The goal, however, is not to transform the face, but to optimise it.
The range is also clinically proven and designed to remain accessible. Its simplicity makes it compatible with any existing beauty routine. The Nivea blue cream thus confirms its ability to reinvent itself without losing its popular DNA.
Yet the innovation does not stop at a single product. The Cellular Epigenetics routine forms a coherent whole, built around a shared vision: supporting the skin through its natural ageing. Every product in the range embodies this same pro-ageing philosophy.
Faustine Bollaert, the face of confident beauty
To accompany this launch, Nivea has chosen Faustine Bollaert as its brand ambassador. The journalist and TV presenter embodies an assured, positive approach to beauty. Her profile aligns perfectly with the message carried by the Nivea blue cream: ageing well with confidence, without striving to look younger at any cost.
Her words resonate with the new expectations of today’s consumers. She clearly expresses the desire to thrive at 47 rather than fight against time. In doing so, her voice grounds the range in lived reality, far removed from artificial promises.
Cellular Epigenetics: a turning point for an iconic brand
With Cellular Epigenetics, the Nivea blue cream marks a turning point in its history. The brand is no longer content with simply caring for skin day to day; it now offers a long-term vision of skin ageing. This launch therefore represents a significant milestone in the evolution of its positioning.
The range meets the new expectations of consumers, who are increasingly focused on longevity. It also stays true to the brand’s longstanding commitment: making effective skincare accessible to everyone. In 2026, the Nivea blue cream proves that a mass-market brand can also carry serious scientific ambition.
Cellular Epigenetics does not present itself as a cosmetic revolution reserved for an elite. On the contrary, it speaks to all those who want to care for their skin with products that are proven, straightforward and affordable. The Nivea blue cream remains, now more than ever, a trusted brand for generations of women.
