Nivea Introduces Q10 Dual Action Serum for Anti-Glycation Skincare

Revolutionizing Anti-Aging with New Serum

Beiersdorf has unveiled a groundbreaking facial serum designed to combat sugar-induced skin damage. The new Q10 Dual Action serum aims to make anti-glycation skincare accessible to a broader audience, capitalizing on the growing trend of preventative beauty across Europe.

Innovative Research and Ingredients

Launched under Beiersdorf’s prominent Nivea brand, the Q10 Dual Action serum is available across Europe and selected global markets. This innovative product is the culmination of over a decade of research and development. The serum combines Beiersdorf’s well-known coenzyme Q10 with a newly patented ingredient, NAHP (trademarked as Glycostop). This formula targets sugar-induced skin aging and wrinkle formation by preventing protein glycation in the dermis, protecting collagen and elastin from ‘sugar damage.’ This damage is known to cause oxidative stress, inflammation, and loss of skin elasticity. The new serum complements Nivea’s existing Q10 Anti-Wrinkle Power day cream.

The Importance of Targeting Skin Glycation

Dr. Julia Weise, a laboratory manager at Beiersdorf, highlighted the significance of addressing skin glycation in the anti-aging skincare category. She explained that proteins like collagen and elastin, which are abundant in the dermis, are particularly prone to glycation modifications as we age.

Beiersdorf’s research led them to identify NAHP (N-acetyl-L-hydroxyproline) as an effective active ingredient. NAHP, a naturally occurring derivative of the amino acid proline, was found to neutralize sugar molecules in the skin, reducing the glycation reaction by up to 68%. This makes NAHP a valuable component for topical skincare formulations. Combined with coenzyme Q10, which energizes the skin and protects against free radicals, the serum effectively reduces existing wrinkles and prevents new ones from forming.

Embracing a Preventative Skincare Approach

Nivea’s Q10 Dual Action serum is primarily targeted at women aged 30 and above. However, Dr. Weise noted that it could also appeal to younger women in their mid-20s due to the growing popularity of serums and the increasing interest in preventative skincare. This trend, inspired by Asian skincare practices, sees consumers becoming more proactive about skin health earlier in life, investing in anti-aging and UV protection products.

Through this launch, Beiersdorf aims to educate younger European consumers on the benefits of preventative skincare and make advanced anti-glycation technology accessible to the broader market. “We want to introduce this innovation to a wide audience,” said Dr. Weise.

Making Anti-Glycation Skincare Mainstream

While anti-glycation products are already prominent in Asia and the premium segment in Europe, Beiersdorf’s goal with Nivea is to bring this advanced technology to the mass market. Nivea, known for its broad appeal, seeks to lead the way in making high-quality skincare innovations widely available.