【2026进博会】杜嘉班纳美妆

2026 年 11 月 5 日至 10 日，第九届中国国际进口博览会在上海国家会展中心举行。意大利品牌杜嘉班纳连续第七年参展，杜嘉班纳美妆则是连续第二年在进博会设立独立展台。这个节点上，美妆业务刚完成一次转身：2022 年品牌把美妆业务收归集团自营，成立杜嘉班纳美妆公司，业务分为香水、彩妆、护肤三条线；2026 年正式进驻中国市场，7 月与 8 月先后在天猫、京东开设旗舰店，9 月在上海久光百货开出首家香水美妆专柜，后续还将进驻武汉武商广场与三亚海旅免税城。

展台以金色为主调——金色是品牌标志性色彩之一，象征光与能量。空间由严谨的立体几何结构搭成，光影在表面流转，把产品与材质的质感托起来。与常见的货架式美妆展台不同，这里按一套体验顺序组织：先在美妆体验柜台完成肌肤状态检测，再由顾问聊护肤与底妆，然后试质地、色彩与香气，最后在沉浸互动区打卡生成现场照片。先认识自己，再表达自己，这条动线本身就是展台的叙事。

空间分香水、彩妆、护肤三个区域，每个区域都配了数字工具：AI 引导的香水探索、虚拟试妆、个性化护肤推荐与互动式美妆咨询，访客也可以直接在柜台前试用。产品层面，香水区陈列 Light Blue 浅蓝系列与 Capri In Love 两款新作、My Devotion 倾心于我馥郁版、The One 唯我系列男女馥郁版，奢华香水线带来 Velvet Infusion 馥绒之息洌茶之韵；彩妆区覆盖底妆、唇妆、眼妆与腮红，包括 Rose Dew 瑰萃柔润持色唇釉六个色号。展台中央设金色环形剧场，展期里安排行业专家主持的主题论坛与大师课。

对品牌而言，进博会的六天是「进入中国市场」这件事的公开起点：线上旗舰店、久光首店，以及后续武汉与三亚的开店计划，在同一场合被一次讲清。空间语言也服务于传播——金色几何结构提供统一画面，AI 香水探索与虚拟试妆提供可拍摄的互动，环形剧场提供内容场次；观众按检测、咨询、试用、打卡的顺序走完，几乎每个环节都会自然产生一张照片或一段视频。把体验流程做成内容流程，展台就从一次开幕日的话题，变成了六天持续产出素材的现场。

From 5 to 10 November 2026, the ninth China International Import Expo took place at the National Exhibition and Convention Center in Shanghai, drawing 162 countries, regions and international organisations, more than 4,100 overseas exhibitors and an exhibition area above 440,000 square metres. Dolce & Gabbana returned for the seventh consecutive year, while Dolce & Gabbana Beauty opened a standalone stand for the second year running. The timing matters: in 2022 the group brought its beauty business in-house, founding Dolce & Gabbana Beauty around three pillars - fragrance, colour cosmetics and skincare. In 2026 the line entered the China market formally, opening flagship stores on Tmall in July and JD.com in August, followed by its first fragrance and beauty counter at Shanghai's Jiuguang Department Store in September, with further stores planned for Wuhan Wushang Plaza and Sanya Haitang Bay duty-free. The Milan-based house has long treated the expo as a platform for cultural exchange rather than a sales floor, and this edition moved beauty to the centre of that message, placing the category alongside the group's other lines for the first time at this scale.

The stand is built in gold, one of the house's signature colours and a shorthand for light and energy. The space is assembled from strict geometric volumes, with light moving across the surfaces so that product and material read as precious. Unlike the shelf-based layout common at beauty fairs, the plan follows a sequence of experience: skin analysis at a beauty counter first, then a conversation with an advisor about skincare and base makeup, then testing textures, colours and scents, and finally a photograph generated at an immersive check-in station. Know yourself first, express yourself second - the route itself is the narrative, and it is this order that separates a fragrance and cosmetics stand from a product display. Gold runs across walls, counters, arches and screens, so the palette rather than a logo does the identifying, while grey and yellow carpeting underfoot keeps the reflections grounded and stops the interior from reading as a showroom.

The stand divides into fragrance, colour and skincare zones, each supported by digital tools: AI-guided fragrance discovery, virtual try-on, personalised skincare recommendations and interactive beauty consultations, with testers available directly at the counters. On the product side, the fragrance area presents the Light Blue family including the new Capri In Love pair, My Devotion in an intensified version, and The One for her and for him in intensified editions, while the luxury line shows Velvet Infusion; colour cosmetics cover base, lips, eyes and blush, among them Rose Dew lip glaze in six shades. At the centre, a gold circular theatre hosts panel discussions and masterclasses led by industry experts across the six-day run, giving the stand a programme rather than only a floor. Staff explain the differences between the three categories at the counter, and the digital tools are positioned as aids to that conversation rather than replacements for it, which keeps the experience personal even when the queue is long.

For the brand, the six days serve as a public starting point for its China entry: online flagship stores, the first Shanghai counter and the plans for Wuhan and Sanya are explained in one place, with media and distributors in the same room. The spatial language is built for distribution too. The gold geometry supplies a consistent backdrop that reads as the brand in a single frame; the AI fragrance discovery and virtual try-on supply interactions worth filming; the circular theatre supplies programmed moments with a schedule. A visitor moving through analysis, consultation, testing and check-in produces a photograph or a short video at nearly every step, and the sequence keeps foot traffic moving instead of pooling at one counter. By turning the service journey into a content journey, the stand keeps generating material across six days rather than peaking on opening day, and the images it produces carry the gold interior far beyond the exhibition hall. In a venue of this size, where visitors decide in seconds whether to step in, that distant read matters as much as any single detail inside.

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