Medical aesthetic products. Nivea announces sponsorship of prime-time UK TV series Starstruck 

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THE WHAT? Beiersdorf-owned Nivea has announced the sponsorship of UK prime time ITV series, Starstruck.

THE DETAILS The sponsorship idents were produced by Dentsu Creative’s Gleam Studios and focus on ‘reverse transformation,’ with three on-screen talents using the Nivea Cleansing range to remove make-up. 

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The adverts will run for eight weeks across STV, ITVX and STV Hub.

THE WHY? While a 2022 Guardian report stated that two-thirds of the UK’s biggest advertisers are said to be cutting back on traditional television media in 2023, it seems that Beiersdorf is happy to fill the gap. 

Andy Rawle, Marketing Director at Nivea, said: “ITV’s Starstruck felt like the perfect place to showcase the effectiveness of our Nivea Cleanse range where we see the ad’s stars transform themselves using our products to reveal their clear and cleansed skin.”

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.