3CE X 酷洛米“甜酷片场”

3CE × 酷洛米“甜酷片场”

2026年09月28日-2026年10月07日

上海 新天地二期负一楼中庭

项目预告

项目现场

3CE × 酷洛米 “甜酷片场” 是 3CE 与三丽鸥旗下 IP 酷洛米的首次联名落地快闪项目，落址上海新天地二期，作为「反叛甜心」联名彩妆系列的线下发布载体，项目依托酷洛米 “外表叛逆、内心少女” 的经典人设，叠加 3CE 一贯的低饱和氛围感彩妆美学，构建一场片场式沉浸式体验，打通产品、空间、造型与社会化传播链路。

从历史背景看，3CE 自 Stylenanda 生长而来，长期主张无定式妆容表达；酷洛米作为三丽鸥极具反差魅力的顶流 IP，代表新一代年轻群体 “不被单一甜美定义” 的审美取向，二者内核天然契合，本次合作并非简单 IP 贴标，而是将甜酷美学转化为可进入、可拍摄、可体验的实体场景。

项目空间以粉黑为主色调，参照影视片场逻辑划分功能分区，置景融合柔光补光设备、巨型酷洛米雕塑、幕布与拍摄背景板，弱化传统店铺陈列感，把整个场地包装成一座彩妆摄影棚。造型设计延续反叛甜心系列灰粉基调，产品包装、空间视觉、打卡装置统一采用蝴蝶结、爱心、恶魔角等符号，材质制作上结合哑光板材、霓虹灯带与柔光灯效，平衡少女感的软质元素与暗黑酷感的硬质线条，兼顾现场实拍出片效果与装置结构安全。

活动期内设置彩妆试妆、限定周边兑换、主题打卡、妆容体验等内容，引导访客在片场场景内完成试妆与自拍创作。项目设计逻辑将线下现场活动作为传播源头：空间造型本身具备强社交媒体传播属性，用户产出的打卡图文、妆面视频回流至小红书、抖音等平台，持续放大联名话题热度，线下流量反哺线上种草，形成场景体验 —UGC 产出 — 全网扩散 — 产品转化的闭环。

项目意义在于，该快闪证明美妆 IP 联名可以超越短期带货，借助空间叙事把抽象的品牌审美具象化，向年轻受众传递 “甜与酷可以共存，风格由自我定义” 的价值主张，同时为美妆品牌线下快闪提供片场化场景营造、视觉一体化落地的参考范式。

3CE × Kuromi “Sweet Cool Studio” is the first pop-up collaboration project between 3CE and Sanrio IP Kuromi, launched at Xintiandi Phase 2 in Shanghai to debut the “Rebellious Sweetheart” limited makeup collection. Rooted in Kuromi’s iconic persona — rebellious in appearance yet girly at heart — and 3CE’s signature low-saturation atmospheric makeup aesthetic, the project builds an immersive film-studio experience that connects products, space, styling and social communication.

Historically, 3CE originated from Stylenanda and advocates unrestricted makeup expression. As a highly contrasting Sanrio IP, Kuromi represents the aesthetic preference of young generations refusing to be confined to pure sweetness. This partnership is more than IP licensing; it translates sweet-cool aesthetics into an accessible, photogenic physical space.

Designed with pink-and-black as the core palette, the site follows film-set logic with soft lighting rigs, giant Kuromi sculptures, curtains and backdrops, replacing conventional retail displays with a full makeup photo studio. Styling echoes the dusty pink tone of the collection. Package art, spatial visuals and photo installations integrate bows, hearts and devil-horn motifs.

Fabrication combines matte panels, neon strips and soft illumination, balancing tender girly elements with edgy hard lines to guarantee Instagrammable visuals and structural safety. During the campaign, visitors enjoyed makeup trials, limited-merchandise redemption, photo opportunities and makeup workshops, encouraged to test cosmetics and create self-portraits within the studio setting.

The campaign ties on-site activities closely with marketing: the visually striking space is engineered for social sharing. User-generated photos and makeup clips circulate on Xiaohongshu and Douyin, amplifying discussion. Offline foot traffic fuels online content, forming a closed loop of on-site experience, UGC creation, viral exposure and sales conversion.

The project demonstrates that beauty IP collaborations can go beyond short-term sales. Through spatial storytelling, it materializes abstract brand aesthetics and delivers the message that sweetness and edge can coexist, with style self-determined. It also offers a reference for beauty pop-ups on film-set scene construction and unified visual implementation.

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