BRIDGEWATER, N.J.– RVL Pharmaceuticals today announced that Cindy Crawford, supermodel, entrepreneur, and cultural icon whose confidence and influence have spanned decades, is partnering with Upneeq (oxymetazoline hydrochloride), a once-daily prescription eye drop for adults with low-lying eyelids (acquired blepharoptosis).
As eyes continue to be a key area of focus in facial aesthetics, the brand aims to educate on the power of Upneeq, 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 8 hours. A long time Upneeq user herself, Crawford brings a personal connection to the partnership through her own experience with the product. She shares how Upneeq fits into her routine, which is rooted in her approach to simple, effective steps that help her feel like herself and show up fully.
"Connection has always been about presence and confidence for me, and so much of that is communicated through the eyes," said Cindy Crawford. "Upneeq allows me to continue to show up fully, just as I have throughout my career."
The campaign weaves in subtle references to Cindy's iconic career, creating a sense of recognition and nostalgia across generations.
"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 Lori Deo, Chief Executive Officer. "This campaign celebrates presence and connection in everyday moments, and Cindy has built a legacy of meaningful connection across generations. We're thrilled to bring this defining partnership to life."
The multichannel campaign will roll out across digital and social platforms, featuring creators, makeup artists, and women of all ages sharing their own perspectives on connection, confidence, and showing up fully. The campaign also extends to healthcare professionals designed to support patient awareness and conversations around eye aesthetics, further expanding the campaign's reach across both consumer and provider audiences.
Upneeq is available by prescription. For more information and to see the campaign, visit https://www.upneeq.com/
