兰蔻塑颜「向上之美」影像展

2026年03月07日-2026年03月15日

上海 FOTOGRAFISKA 影像艺术中心

项目传播

项目现场

2026年3月7日至15日，兰蔻于上海FOTOGRAFISKA影像艺术中心呈现「向上之美」影像展，标志着这一欧莱雅集团旗下高端美妆品牌将护肤功效叙事升华为女性精神价值表达的战略尝试。选址于全球知名的当代影像艺术地标，项目以"向上看，更好看"为核心主张，通过影像艺术语言重构塑颜系列的紧致提拉功能——将物理层面的肌肤"向上"转化为精神层面的女性成长叙事。

空间设计层面，展览充分利用FOTOGRAFISKA的建筑特性，以巨幅外立面视觉装置制造城市级艺术事件，内部则通过影像叙事构建沉浸式观展体验。这种"美术馆+商业"的跨界策展模式，不仅突破了传统美妆快展的感官局限，更以艺术严肃性赋予产品以文化深度。制作层面，项目邀请多位女性创作者参与，以真实故事为蓝本，通过镜头捕捉当代女性的"向上"瞬间，使品牌成为女性成长故事的记录者与见证者。

此次展览不仅是塑颜系列的产品推广，更是兰蔻在"她经济"3.0时代的品牌态度宣言——通过将抗衰科技诉求与女性 empowerment 议题结合，以艺术策展建立情感共鸣，为高端美妆品牌如何通过文化投资实现价值跃升提供了范式样本

From March 7–15, 2026, Lancôme unveiled the "Beauty of Upward Growth" photography exhibition at Shanghai's FOTOGRAFISKA, marking a strategic elevation for the L'Oréal luxury house—transforming skincare efficacy narratives into expressions of female spiritual value. Located at this globally renowned contemporary影像art landmark, the activation centers on the proposition "Look up to see better," reinterpreting the Rénergie line's lifting and firming functions through artistic language—converting physical skin "upward" into narratives of feminine growth.

Spatially, the exhibition leverages FOTOGRAFISKA's architectural character, deploying monumental facade installations to create city-scale artistic events while constructing immersive viewing experiences through internal photographic storytelling. This "museum + commerce" crossover curatorial model transcends conventional beauty pop-up sensory limitations, endowing products with cultural depth through artistic gravitas. Execution-wise, the project invited multiple female creators to capture authentic "upward" moments of contemporary women through lenses, positioning the brand as a documenter and witness of female growth stories.

Beyond product promotion for the Rénergie franchise, this exhibition represents Lancôme's brand attitude declaration in the "She Economy" 3.0 era—combining anti-aging technology appeals with female empowerment discourse to establish emotional resonance through art curation, offering a paradigm for how premium beauty brands achieve value escalation through cultural investment.

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