The Ordinary 研度公式「成分实验室」快闪

2026年08月10日-2026年09月06日

上海 永源浜

项目现场

The Ordinary 研度公式「成分实验室」快闪空间以「只为功效买单」为核心品牌主张，契合当下护肤市场理性消费、成分优先的发展趋势，是品牌弱化营销溢价、强化科研护肤属性的重点线下落地项目。

整体空间制作延续品牌极简实验室视觉体系，采用冷调灰白工业风搭建开放式沉浸式体验场景，以巨型透明试剂瓶主装置复刻多伦多研发实验室氛围，将专业成分科研场景下沉至城市潮流街区。场地分为成分溯源长廊、肌肤诊断体验站、配方互动实验区、光影打卡区及礼品兑换区五大功能板块，系统陈列品牌王牌精华全线单品，可视化拆解烟酰胺、果酸、维A醇等核心成分配比与护肤原理，并搭配一对一专业肤质检测与定制护肤方案服务，让消费者直观理解配方针对各类肌肤问题的修护逻辑。

活动期内，品牌通过配方解谜闯关、全域集章打卡等互动玩法提升用户参与深度，访客完成体验即可兑换护肤小样与定制周边。依托静安寺永源路潮流街区的年轻客流优势，极简实验室风格的干净框景机位适配社交出片需求，精准触达成分党与理性护肤人群，依托小红书、抖音UGC传播持续扩散品牌理念，有效传递品牌专注真实功效、拒绝过度营销的核心调性，完成品牌科研形象深化与用户心智沉淀。

Centering on The Ordinary core proposition of “Pay Only for Efficacy”, this skincare pop-up inherits the brand’s minimalist laboratory visual system and caters to the prevailing rational consumption trend of ingredient-based skincare.

Adopting a cool gray-toned industrial style, the open immersive space features a giant transparent reagent bottle installation that restores the atmosphere of the Toronto R&D laboratory, bringing professional scientific research scenarios into urban blocks. The venue consists of five functional areas, displaying full-range classic essences, visually analyzing core ingredients, and providing one-on-one skin diagnosis and personalized skincare solutions for different skin concerns.

During the event, formula puzzle games and full-site check-in tasks greatly improve visitor participation, with redeemable skincare samples and customized gifts optimizing the user experience. Located in the trendy block near Jing'an Temple with abundant young pedestrian flow, the minimalist laboratory-style shooting scenes are highly suitable for social sharing. Targeting ingredient-focused and rational skincare enthusiasts, the project drives effective UGC communication on Xiaohongshu and Douyin, conveys the brand’s insistence on pure efficacy and rejection of marketing premium, and further consolidates its professional, scientific skincare brand image.

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