ARCHIVEHow Lamel Made Eyebrows the Star of a Viral Ukrainian Beauty Campaign
Lamel's Fantastic Fix is a 2023 digital video campaign produced in Ukraine by agency And Action, designed to promote the brand's eyebrow cosmetics by positioning everyday makeup as a vehicle for identity experimentation, using Stable Diffusion-generated AI backgrounds as a visual centrepiece.
Lamel is a Ukrainian cosmetics brand built on the principle that high-quality beauty products should be accessible to everyone. The brand operates across affordable makeup categories including brows, mascara, complexion, and trend-led colour products, competing not only within Ukraine but in international markets where it has worked to establish a reputation for innovation. The Fantastic Fix campaign distils that positioning into a single, confident creative statement: that a person can be anything they want, different every day, and that Lamel products are the tools that make that possible.
The campaign's primary target audience is young women in Ukraine — a demographic defined, according to the campaign brief, by a genuine appetite for experimentation and self-reinvention. Rather than presenting a single aspirational beauty ideal, the video celebrates multiplicity. Two actresses anchor the narrative, but the Stable Diffusion-generated backgrounds that surround them shift continuously, making each frame feel like a different world and a different version of the protagonist. The result is a production that feels simultaneously personal and expansive, lo-fi and technically ambitious. Published in September 2023, Fantastic Fix arrived at a moment when Ukrainian creative culture was asserting itself with particular force, and the campaign's unapologetic pinkness — described by the team as "a bit Barbie-ish" — connected it to one of the defining visual trends of that calendar year. Clapboard rates Fantastic Fix 58 out of 100, reflecting a campaign that is creatively distinctive but whose impact is constrained by the limited scope of a single digital asset.
Lamel competes in one of the most fiercely contested segments of the global cosmetics industry. The global colour cosmetics market was estimated at between 74 and 78 billion US dollars in 2023, according to Fortune Business Insights and Arizton, with annual growth projected at between five and six percent through 2030. Within that landscape, accessible and trend-responsive brands occupy a critical and fast-growing tier, particularly in markets where consumers are price-sensitive but aesthetically sophisticated.
In Ukraine, the beauty and personal care sector has demonstrated resilience even under extraordinary economic pressure. Research published via Perspectives Pp Ua documents the continued consumer engagement with cosmetics as a category that carries emotional and expressive value beyond pure utility — a dynamic that Lamel's campaign strategy directly addresses. Against multinational competitors such as L'Oréal Group, which according to Euromonitor International holds leading positions across multiple colour cosmetics subcategories globally, and mid-market European players like Vivienne Sabo, which has a meaningful presence in Eastern European markets, Lamel's differentiation rests on its identity as a genuinely Ukrainian brand that understands its home consumer from the inside.
The strategic insight powering Fantastic Fix is straightforward and well-grounded. Young Ukrainian women, as identified in the campaign's own creative brief, are not seeking a single beauty ideal — they are seeking permission and tools to cycle through many. The campaign's emphasis on eyebrows as the expressive anchor of the face is also strategically sound: the brow category is one where product performance is immediately and visibly legible, making it an ideal demonstration vehicle. By fusing this insight with AI-generated visual variety, And Action gave Lamel a campaign that argued its product point and its brand point simultaneously, without needing a large cast or an elaborate production footprint.
Director Serhii Mysak helmed the Fantastic Fix production for And Action, working alongside Creative Lead Ivan Ishchenko, Copywriter Mariana Fedyna, Production Lead Victoria Suprun, Producer Ksenya Kurylyshyn, and Editor Ihor Malytskyi. The team's decision to integrate Stable Diffusion-generated backgrounds as the campaign's primary visual device was not decorative — it was structural. Each AI-rendered environment shifts the emotional register of the scene, making the same face feel adventurous, romantic, surreal, or grounded depending on what surrounds it. The technique gave a two-actress production the visual variety of a much larger shoot.
Casting was treated with a seriousness that the production team flagged explicitly. Although only two actresses appear in the final video, the agency conducted what it described as its largest casting call to date, reviewing 35 applications. The non-negotiable criterion was eyebrows: cool, super-lush, and thick. Because Fantastic Fix is ultimately an eyebrow product campaign, the logic is airtight — the face must do the work that the product claims to do, and the brows must be credible enough to anchor that demonstration. Secondary casting considerations included overall appearance and on-screen presence, but the eyebrow requirement set the standard.
The colour palette is deliberately maximalist. The production leans into a saturated, high-pink aesthetic that the team itself described as "a bit Barbie-ish", connecting the campaign to the broader cultural moment of 2023 without feeling derivative. The Barbie film's pink-coded visual language saturated global media in the middle of that year, and Fantastic Fix arrived in September with enough tonal alignment to feel current but enough specificity — Ukrainian brand, AI-generated worlds, real eyebrows — to feel distinct. The single digital asset format kept the creative focused and the production resource concentrated on quality over volume.
ARCHIVENo verified performance data for the Fantastic Fix campaign is publicly available. No published figures for sales lift, view counts, engagement rates, market-share change, or return on advertising spend have been documented in connection with this campaign, and no awards have been verified across Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC.
Structural analysis, however, offers meaningful signals. The campaign's decision to anchor its creative in a product category — eyebrow cosmetics — where visual demonstration carries immediate credibility is a sound effectiveness choice. Consumers evaluating brow products respond to visible, specific results, and casting models explicitly on the basis of eyebrow quality aligns the production investment directly with the persuasion objective. The Stable Diffusion backgrounds solve a real production problem — how to generate visual variety on a constrained budget — while simultaneously functioning as a brand signal, positioning Lamel as a cosmetics brand that engages with emerging technology rather than avoiding it.
The campaign's single-asset format limits reach diversification, which is likely a factor in its Clapboard Score of 58 out of 100. A score at this level reflects creative ambition and executional clarity but acknowledges the constraints that come with a single digital video without a documented media strategy or multi-market rollout. In the Ukrainian market specifically, where digital-first beauty campaigns operate in an environment shaped by platforms including Instagram and YouTube, a single asset can achieve meaningful reach if supported by paid distribution — but no such distribution data has been verified for Fantastic Fix. The campaign nonetheless represents a coherent and technically inventive piece of work from a brand that is building its creative identity with purpose.
Fantastic Fix is a 2023 digital video campaign created for Ukrainian cosmetics brand Lamel by agency And Action. It promotes Lamel's eyebrow products using Stable Diffusion AI-generated backgrounds and a casting process that prioritised models with naturally thick, lush brows as its central creative and product demonstration device.
And Action created the Fantastic Fix campaign for Lamel. The production team included Director Serhii Mysak, Creative Lead Ivan Ishchenko, Copywriter Mariana Fedyna, Production Lead Victoria Suprun, Producer Ksenya Kurylyshyn, and Editor Ihor Malytskyi, all credited on the project as documented by Clapboard.
Lamel's Fantastic Fix used Stable Diffusion to generate the video's shifting background environments. This AI tool allowed a two-actress production to achieve continuous visual variety across scenes, making each frame feel like a distinct world and reinforcing the campaign's core message that identity can be reinvented daily through cosmetics.
Fantastic Fix is an eyebrow product campaign, so the primary casting criterion was naturally thick, lush brows. And Action reviewed 35 applications to cast two actresses, ensuring the faces on screen could credibly demonstrate the product's category promise. Appearance and on-screen presence were secondary but also considered during selection.
Clapboard rates Fantastic Fix 58 out of 100. The score reflects the campaign's creative distinctiveness, its technically inventive use of Stable Diffusion AI, and its clear product rationale, while also accounting for its single-asset format and the absence of verified performance data or documented multi-market distribution strategy.
Fantastic Fix targets young women in Ukraine who embrace experimentation and self-reinvention. The campaign's creative brief positions Lamel's products as tools for expressing different facets of identity each day. The video's aesthetic — maximalist, pink-coded, and AI-augmented — was designed to resonate specifically with this digitally engaged demographic.
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