Cindy Crawford is bringing decades of iconic beauty credibility to a new partnership with Upneeq, the prescription eye drop designed to help adults with low-lying eyelids appear more awake and refreshed without surgery.
Announced by RVL Pharmaceuticals, the campaign positions Crawford not simply as a celebrity spokesperson but as a longtime user of the product, tying the messaging less to dramatic transformation and more to confidence, connection, and showing up fully in everyday life.
As eyes continue to dominate conversations about aesthetics and aging, Upneeq is leaning into a subtler emotional positioning rather than aggressive cosmetic marketing language. The campaign highlights the product as the first and only FDA-approved non-surgical eyelid lift designed to help eyes appear more open and awake-looking within minutes.
“Connection has always been about presence and confidence for me, and so much of that is communicated through the eyes,” Crawford said. “Upneeq allows me to continue to show up fully, just as I have throughout my career.” Watch below:
The creative, developed by /prompt and helmed by RSA’s Marie Schuller, also plays lightly with nostalgia, weaving in understated references to Crawford’s legendary modeling career without turning the campaign into a full retro throwback.
“This partnership represents a powerful convergence, bringing together a true cultural icon like Cindy Crawford with Upneeq, a category-defining innovator in eye care,” said RVL Pharmaceuticals CEO Lori Deo. “This campaign celebrates presence and connection in everyday moments, and Cindy has built a legacy of meaningful connection across generations.”
The multichannel rollout will span digital and social platforms, incorporating creators, makeup artists, and women across multiple age groups to discuss confidence, beauty, and self-presentation.
The campaign also extends into healthcare professional outreach, supporting patient education and broader conversations around eye aesthetics and treatment awareness.
For Upneeq, the partnership reflects a larger shift happening across the beauty and aesthetics space, where brands are increasingly moving away from perfection-driven messaging and toward ideas centered on authenticity, confidence, and feeling more like yourself rather than becoming someone else.
CREDITS:
BRAND: RVL Pharmaceuticals
Agency: /prompt
- Creative Director: Laura Touysinhthiphonexay
- Head of Production: Taylor Schomann
- Sydney Olstad: ACD Copy
- Melissa Sohmer: ACD Art
PRODUCTION COMPANY: RSA Films
- Director: Marie Schuller
- President/Executive Producer: Luke Ricci
- Executive Producer: Jenni Sprunger
- Director of Photography: Benoit Delhomme
- Head of Production: Sarah Morrison
- Producer: Emma Cairns
- Hair Stylist: Dimitris Giannetos
- MUA: Claudine Blythman
- Stylist: Mónica Zafra
- Production Designer: Jon Blud
- Production Manager: Elspeth Vince
- Associate Producer: Natalie Orsi
- Production Service Company: Camino
- Executive Producer: Laura Díez
EDIT: Church
Editor: Aaron Saiki
COLOR: Ethos
POST: Impossible Objects
MUSIC AND SOUND: Box of Toys
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