Nivea is launching its new anti-aging product - Nivea Vital Multi Active Anti-Age Serum. The serum should hit the shelves in July this year, and it will initially be available at Boots, priced at £12.99.

As any other product from the Nivea Vital range, the new Multi Active Anti-Age Serum is based on soy extract. It is said to boost regeneration of skin cells and to increase skin’s natural collagen production, which decreases with aging. Nivea’s Serum is formulated to fight against the signs of aging, and it is specifically aimed at mature skin. This means that the serum decreases the appearance of existing fine lines and wrinkles, while plumping up the skin and making it stronger and more resistant to various environmental factors. Collagen re-builds the connective tissue of the skin, it makes it firmer and much more elastic. In this way, Nivea Vital Multi Active Anti-Age Serum rebuilds the cells structures that are naturally weakening as the collagen production slows with age. Another important ingredient in the formula is multi-beneficial hyaluronic acid that provides immediate moisture, smooths the skin and delivers instant relief to otherwise lifeless and tense skin.

In addition to the new Multi Active Anti-Age Serum, Nivea Vital line also includes Day Cream, Night Cream and Eye Cream.

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