海蓝之谜「眼见寰宇」新品首发活动

2026年04月09日

上海 天文馆

2026年4月9日，海蓝之谜（La Mer）于上海天文馆举办「眼见寰宇」新品首发活动，标志着这一雅诗兰黛集团旗下顶级奢华护肤品牌首次将新品发布从传统商业空间升维至国家级科学文化地标。选址于全球最大的天文馆，项目以"星河为幕，寰宇为境"为空间叙事，将全新"奇迹眼霜"的"生物眼体工学"科技转化为可感知的宇宙级体验。

空间设计层面，活动充分利用天文馆的沉浸式宇宙场景，以行星轨道装置、星光投影与镜面反射构建出"重塑眶周宇宙"的科幻美学。核心装置——悬浮的金色星球与环绕星轨——成为视觉焦点，将眼霜的紧致提拉功效具象化为天体运行的精准与平衡。制作层面，项目突破美妆行业常规的陈列逻辑，通过"在天地与星轨之间，以目光丈量寰宇"的仪式感，将护肤科技升华为探索未知的宇宙浪漫。

此次首发不仅是产品的市场亮相，更是海蓝之谜在华品牌定位的战略跃升——通过绑定国家级文化IP（上海天文馆），以"眼见寰宇自成宇宙"的宏大叙事重新定义眼部护理的奢华标准，为美妆品牌如何借助文化地标实现品类破圈提供了范式。

April 9, 2026, La Mer unveiled its "Witness the Universe" new product launch at the Shanghai Astronomy Museum, marking a strategic elevation for the Estée Lauder Group's ultra-luxury skincare house—from conventional commercial venues to a national-level science and culture landmark. Located at the world's largest planetarium, the activation anchors on the spatial narrative "with the galaxy as the curtain and the universe as the backdrop," transforming the debut of its new "Miracle Eye Cream" featuring Bio-ocular Engineering technology into a perceivable, cosmos-grade experience.

Spatially, the design fully leverages the planetarium's immersive universe setting, constructing a sci-fi aesthetic of "reshaping the orbital universe" through planetary orbit installations, starlight projections, and mirror reflections. The centerpiece—a suspended golden planet encircled by orbital rings—serves as the visual anchor, materializing the eye cream's firming and lifting efficacy into the precision and balance of celestial movements. Execution-wise, the project breaks from conventional beauty industry display logic, elevating skincare technology into the romance of exploring the unknown universe through the ceremonial concept of "measuring the cosmos with one's gaze, between heaven and star trajectories."

Beyond a product market debut, this launch represents a strategic leap in La Mer's China brand positioning—redefining the luxury standard for eye care through grand narratives of "witnessing the universe, becoming one's own cosmos" by binding with national-level cultural IP (Shanghai Astronomy Museum), offering a paradigm for how beauty brands can leverage cultural landmarks to achieve category breakthrough.

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