Way back in 2004, supermodel icon Cindy
Crawford launched her own brand, Meaningful Beauty, in a joint venture with direct marketing firm Guthy-Renker. When, it comes to her own droopy upper eyelids, though, she’s all on board with
Upneeq, a six-year-old prescription medication from RVL Pharmaceuticals.
The brand’s first major consumer campaign, titled “Eyes On Upneeq,” features the now-60-year-old
Crawford — and her eyes — strutting through several films produced by RSA.
“It’s all in the eyes. It always has been,” she relates in one. “That’s where connection is, where energy is, where people really see you. I’ve had a lot of looks over the years, but
the ones that last are about presence, eyes that are open, awake and engaged.”
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In another spot, Crawford
draws rapt attention from passers-by. “When your eyes are on, you are the moment,” she declares. “Still got it.”
While droopy eyelids, also known as low-lying eyelids
(or, medically, blepharoptosis) typically occurs as part of the aging process, the condition can affect any demographic.
And that makes Crawford a good spokesperson for Upneeq.
As Lori
Deo, CEO of RVL, noted in a statement: “Cindy has built a legacy of meaningful connection across generations.”
While there’s no official tie-in between Upneeq and
Meaningful Beauty, Crawford — who the brand says is a “longtime user” — has been tying them together in Upneeq outreach.
“When I get ready for the day, usually around
9:30 in the morning after my workout, that’s when I use my Upneeq eye drops,” she recently told People. “And then my skincare, which is Meaningful Beauty. I can
do my face in less than two minutes.”
Both earned media like the People interview and paid media are being handled by the /prompt agency.
Amy Shah, RVL’s
chief growth officer, tells Marketing Daily that Crawford “has played an active role in the creative process” for the overall “Eyes On Upneeq” campaign, which
will run through fall 2027 and includes connected TV, digital, Meta social platforms and Google.
“Cindy is a true brand partner,” Shah says, helping Upneeq “bring
into the forefront the powerful role eyes play in creating presence, and building connection, qualities that Cindy has embodied and built her legacy around for decades.”
In addition
to Crawford, the campaign includes makeup artists and other creators “sharing their own perspectives on how important eyes are in connection, confidence, and showing up
fully,” Shah says.
The campaign is targeting healthcare professionals (HCPs) as well as consumers, Shah adds, in an effort “to support patient awareness and conversations
around ocular aesthetics.”
Indeed, fixing droopy eyelids is one of the most common aesthetic cosmetic surgery procedures, with Upneeq positioning itself as a non-surgical
alternative.
RVL, which calls the once-daily eyedops “the first and only FDA-approved non-surgical eyelid lift that helps eyes appear more open and awake-looking in minutes and lasts up
to eight hours,” is determined that both patients and HCPs are aware of the option.
“The primary goal of the campaign is to drive awareness
of Upneeq and establish cultural relevance by increasing visibility, generating conversation, and positioning the brand within key cultural moments and audiences,” explains
Shah.
Metrics that will be used to measure campaign success include brand awareness lift, audience recall, sales impact, and social engagement (likes, comments, shares, saves, and mentions),
she says.
