Nivea is capitalizing in the booming skin care market in the Middle East with the launch of Nivea Visage DNAge in the region. The anti-aging cream was launched in the UAE ( United Arab Emirates) with plans to roll out to the rest of the Middle East and Asia shortly. Nivea Visage DNAge is already available in Europe where it was launched in September 2006.

Head of Laboratory Product Development for Face Care at Nivea, Dr. Sven Fey was quoted in Retail News Middle East as stating that DNAge “…fights aging where it begins – in the DNA of skin cells.” DNAge is said to help protect the skin from environmental damage while minimizing signs of aging.