Submitted by 22 IMPACT

Eyeam Winter Skincare Launch

22 IMPACT cast and managed model Lili-Mae for EYEAM's Winter 2025 skincare launch in London, a campaign the agency reports generated 500K+ community impressions.

500K+community impressions

Case in 60 seconds

EYEAM needed a seasonal product launch to carry across organic social, paid advertising and website hero imagery during an important retail period, which meant one shoot had to supply assets flexible enough for three different surfaces.

The campaign appears to turn on continuity of face rather than novelty, because a skincare brand selling glow and skin texture gains credibility when the same model returns season after season and the product claim accumulates against a known face.

Build the launch around a single featured model whose look already matches the brand's clean, modern skincare aesthetic, so the creative direction and the talent choice make the same argument about skin-first beauty.

22 IMPACT secured Lili-Mae as featured model and ran casting, rate negotiation, contracts, usage rights, travel and accommodation, briefing and usage extensions, with a controlled studio shoot feeding organic social, paid advertising and website hero imagery.

22 IMPACT reports 500K+ community impressions generated across talent social content and Eyeam's owned digital channels in the UK market, and records the booking as Lili-Mae's second consecutive seasonal campaign with the brand.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Skincare launches compete on visual proof of skin texture and glow, which is difficult to stage credibly, so the campaign put creative direction and casting to the same purpose rather than relying on product copy.
EYEAM positioned itself as accessible luxury skincare, and the studio treatment of skin texture, glow and product finish was directed to reinforce that clean and modern reading during a commercial retail window.
Based on the available evidence, the repeat booking suggests audiences build recognition around a consistent face in beauty advertising, though the page does not describe any audience research behind the casting decision.

Creative & Execution System

Assets & channels

  • Digital
  • Paid
  • Social

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Lili-Mae — creator

Results & Evidence

MetricValueResult type
community impressions500K+ community impressions generated across talent social content and Eyeam's owned digital channels in the UK market.impressions

Why 22 IMPACT's strategy worked

  1. 1

    Rebooking the same model across consecutive seasons converts a one-off casting into a recognisable brand face, which is why the agency reads the repeat booking as evidence of partnership rather than as a routine renewal.

  2. 2

    Handling usage rights and extension terms at the point of first booking gives a brand room to re-run assets across paid and owned surfaces later, so the contract work rather than the shoot determines how far one production travels.

  3. 3

    A controlled studio setup suits product-finish categories because the same session yields hero imagery for a website and croppable frames for social, which removes the need for separate paid and organic productions.

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