Upneeq Launches Super-sized Marketing Campaign

Upneeq® (oxymetazoline hydrochloride ophthalmic solution), 0.1%, is bringing an oversized brand activation to New York Fashion Week, translating its signature single-use packet into a larger-than-life installation dubbed “The Big Peach Packet,” according to a press announcement from the manufacturer, RVL Pharmaceuticals.

The prescription eye drop for adults with low-lying eyelids is using the activation to capitalize on a broader experiential marketing trend in which brands transform recognizable products and concepts into supersized public displays. Upneeq has also partnered with model and entrepreneur Cindy Crawford, although details about her involvement in the New York Fashion Week activation were not provided in the announcement.

Supersized Beauty Marketing Moves Into the Street

The Big Peach Packet follows several recent campaigns that have used scale to move beauty and lifestyle marketing beyond traditional advertising. NARS transformed its Orgasm Blush compact into an oversized installation in New York City’s Astor Place, while hair care brand K18 took a different approach by sending a giant rolling hairball through the city as a visual representation of hair damage. Travel brand Away similarly enlarged one of its signature suitcases into an 8-foot installation in SoHo, creating an interactive display intended to encourage photographs and social sharing, according to the announcement.

The company said the campaign reflects brands’ growing use of physical installations as a counterpoint to digital and AI-generated content, with oversized objects designed to attract attention in real-world settings and extend their reach through social media.

Source

RVL Pharmaceuticals announcement. September 8, 2026.