Merz Aesthetics flips medical beauty from correction to confidence

Merz Aesthetics is shifting the conversation around medical aesthetics in APAC with its new campaign, “Pure start in motion”, focusing on confidence rather than correction and encouraging younger patients to start early.

The campaign, developed with Moon Rabbit APAC and Directors Think Tank, highlights the rising microtoxin trend — a lighter, smarter approach to aesthetic treatments that keeps skin smooth, balanced, and naturally radiant.

In addition, the campaign tagline, “Make the Pure+ toxin micro edition your step zero,” positions starting early as the smartest beauty choice.

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Central to the campaign is a film that embodies a collaborative effort rooted in shared purpose, highlighting both the product’s benefits and the seamless teamwork behind the scenes.

The film is helmed by Thai director Nitta K., known for her distinct visual style and beauty sensibilities. It marks her first collaboration with Directors Think Tank, while Moon Rabbit APAC shaped the campaign’s creative direction. The collaboration spans multiple countries, reflecting a shared emphasis on trust, instinct, and creativity.

“Rather than waiting to fix their skin concerns later in life, younger patients are increasingly looking to establish an optimal foundation for their skin much earlier. They’re becoming more intentional about prevention — particularly in how they approach microtoxin treatments. Every detail in this campaign serves to bring out the vibe and aesthetic of a youthful skin quality that elevates every aspect of their lifestyle," said Chloe Poh, associate digital marketing manager at Merz Aesthetics.

“I’m really thankful for the crew’s hard work and the trust from the agency. The client and Moon Rabbit team gave us the creative freedom to experiment and try new things — and that trust made all the difference in how the film came together,” added Nitta K. 

For Moon Rabbit APAC, the creative approach was deliberately simple: let beauty flow with ease. Benson Toh, executive creative director at Moon Rabbit APAC, said: “We wanted the film to feel effortless. It’s not just about looking beautiful — it’s about capturing that sense of ease and confidence that comes from being yourself. Huge thanks to Nitta and the entire Think Tank team for bringing that vision to life with so much heart.”

Merz Aesthetics has also focused on connecting with younger patients in APAC through celebrity partnerships. In October, the brand appointed South Korean actress Kim So-hyun as its new brand ambassador. Following her appointment, Kim fronted the campaign for Merz’s Belotero revive skin booster in Korea, showcasing how the product helps maintain a revitalised, healthy, and radiant complexion.

The campaign’s central message, “hyaluronic acid and glycerol meet, shining confidence,” is brought to life through visually striking imagery featuring Kim, who embodies the refreshed and glowing skin achievable with the Belotero revive skin booster. The initiative reinforces Merz’s focus on early skin care, prevention, and empowering younger patients to take control of their skin health.

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