The new “Your Time Is Now” campaign shifts the conversation from anti-aging ideals to skin longevity, self-confidence and personalized aesthetic care.
As conversations around aging continue to evolve, Merz Aesthetics is encouraging women across Asia Pacific to embrace every stage of life with greater confidence and individuality through its new regional campaign, *Your Time Is Now*, featuring acclaimed actress Lucy Liu.
Launched in Seoul, South Korea, the campaign positions aging as a personal journey rather than a process defined by the pursuit of youth. Through Liu’s appointment as the Asia Pacific ambassador for The Proudly Becoming Collection by Merz Aesthetics, the initiative highlights a growing shift towards aesthetic care that prioritizes skin health, individual preferences and natural-looking results.
The campaign comes as women increasingly reconsider what it means to age well. Rather than focusing solely on reducing visible signs of aging, many are looking for ways to maintain skin quality and resilience over time while ensuring their appearance remains consistent with how they feel about themselves.
Across Asia Pacific, more than 240 million women aged between 45 and 64 are navigating this stage of life, creating a growing need for aesthetic approaches that reflect their changing priorities and expectations.
For Merz Aesthetics, this shift represents an opportunity to move beyond conventional anti-aging narratives and encourage a more personalized understanding of skin aging and long-term skin health.
Lucy Liu Advocates Confidence Beyond Conventional Beauty Standards
Liu’s involvement brings a personal perspective to the campaign, drawing on her views about self-acceptance, personal development and the freedom to evolve throughout life.
The actress, who is also an advocate, producer and director, believes that growing older does not mean having to preserve a previous version of oneself. Instead, she sees it as an opportunity to embrace change and focus on what matters most at each stage of life.
“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,” Liu said.
She added that accepting change allows people to move beyond the pressure of maintaining a single version of themselves and embrace the different identities they develop over time.
Her perspective aligns with the campaign’s broader message that confidence is not defined by age or the absence of visible aging. Instead, it comes from having the freedom to make personal choices that reflect individual goals, values and lifestyles.
Through *Your Time Is Now*, Merz Aesthetics hopes to encourage women to approach aesthetic care on their own terms, with an emphasis on authenticity rather than unrealistic expectations.
Moving Beyond Individual Signs of Aging
Alongside the campaign, Merz Aesthetics Asia Pacific introduced The Proudly Becoming Collection by Merz Aesthetics, a portfolio of injectable treatments and energy-based technologies designed to support a more integrated approach to medical aesthetics.
The collection responds to the understanding that facial aging is a multifaceted process. Changes in skin structure, volume, quality and muscular balance can occur together, meaning that addressing a single visible concern may not fully reflect an individual’s overall aesthetic needs.
This has prompted greater interest in treatment strategies that consider the relationship between different aspects of facial aging instead of approaching each concern in isolation.
The collection aims to support clinicians in developing personalized treatment plans that take into account individual skin conditions, aesthetic preferences and longer-term goals.
Lawrence Siow, President of Asia Pacific at Merz Aesthetics, said women between 45 and 64 are increasingly seeking aesthetic care that is proactive, personal and aligned with how they want to look and feel over time.
Through the collection, the company aims to equip clinicians with a more individualized approach to treatment planning, supporting skin aging and longevity while pursuing natural-looking outcomes.
The emphasis is on helping patients make informed decisions about aesthetic care that suit their needs, rather than encouraging a one-size-fits-all definition of beauty.
SkinGivity Solutions Places Skin Longevity at the Centre
Supporting the collection is SkinGivity Solutions, a science-based framework developed around the principles of skin aging and longevity.
Rather than concentrating exclusively on correcting visible signs of aging as they emerge, the framework encourages a longer-term perspective on how skin functions, adapts and maintains its quality throughout life.
It is designed to help clinicians better understand individual skin needs and establish more meaningful conversations with patients about their expectations, concerns and treatment objectives.
This approach also reflects the importance of considering the interconnected nature of skin aging when planning aesthetic treatments. By taking a broader view of skin health, clinicians can work towards treatment strategies tailored to individual needs and preferences.
Samantha Kerr, Ph.D., Chief Scientific Officer at Merz Aesthetics, said the company’s portfolio helps clinicians address multiple skin concerns, supporting long-term skin resilience as people age.
The framework underscores the company’s ambition to connect scientific understanding with personalized care, allowing treatment decisions to be guided by individual circumstances rather than appearance-driven trends alone.
As interest in skin longevity grows, this approach could also contribute to a wider conversation about the role of medical aesthetics in supporting confidence and well-being throughout different stages of adulthood.
Beyond its regional campaign, Merz Aesthetics has announced plans to introduce a new Research and Development Innovation Center (RDIC) in Singapore.
The planned center will form part of the company’s broader global research and development ecosystem, reflecting its commitment to advancing scientific understanding of skin aging and longevity.
The development also signals the company’s intention to strengthen its role in research and innovation as interest in longer-term approaches to skin health continues to expand.
Together, The Proudly Becoming Collection, SkinGivity Solutions and the planned Singapore research center reflect a broader strategy focused on evidence-based innovation, personalized aesthetic care and a deeper understanding of skin aging.
With Liu leading the regional campaign, Merz Aesthetics is bringing that strategy into a wider public conversation about how women define beauty, confidence and well-being as they grow older.
Rather than treating aging as something to be reversed, *Your Time Is Now* encourages a more individual perspective: one in which women can make informed choices about their appearance while embracing the experiences and changes that shape who they become.
