天猫健康的朋友们美瞳集市

天猫健康的朋友们美瞳集市

2026年10月17日-2026年10月18日

上海 大学路

项目预告

项目现场

本项目是天猫健康旗下「超能瞳好派」IP 打造的「天猫健康的朋友们」美瞳集市限时市集，落地上海大学路步行街，作为平台级彩瞳主题线下活动，集结 moody、绮芙莉等多个彩瞳品牌，联动 Hello Kitty、飞天小女警、史迪奇、大耳狗、罗小黑、奇奇蒂蒂、肥啾小雹雹七大热门 IP，集中首发多款独家联名花色。

彩瞳兼具美妆装饰与医疗器械双重属性，伴随 Z 世代美妆消费崛起，美瞳成为日常妆容核心单品，本次项目跳出单纯商品售卖，以潮流集市形态，在年轻化街区搭建兼具科普、试戴、打卡的复合体验场景，平衡颜值种草与眼部健康科普。

整体空间采用开放式沿街集市布局，以轻盈马卡龙蓝白为主基调，沿步行街排布独立 IP 摊位，每个摊位匹配对应 IP 视觉形象，划分 AI 瞳色测试站、联名美瞳陈列区、眼部健康科普角、IP 打卡装置与周边兑换区；造型上以帐篷式轻量摊位、巨型 IP 立牌、眼球光影互动装置串联全场，将不同 IP 视觉风格分区呈现，打造漫游式逛街动线。

制作采用装配式快搭摊位、软膜灯箱与轻量化喷绘道具，适配步行街临时户外场地，搭建与拆除高效便捷，兼顾日间自然光展示与夜间街区亮化效果，科普区域搭配可视化展板，直观讲解彩瞳选购、佩戴护理知识。

活动期设置 AI 瞳色测试、花色试戴、集章抽奖、IP 巡游 coser 互动、限定周边兑换等内容，将产品体验与护眼科普融入趣味集市玩法。线下现场与传播营销形成联动闭环，前期线上释放 IP 联名预热素材，邀约美妆、探店 KOL 到场打卡，依托大学路潮流街区自带流量，激发访客在小红书、抖音发布 UGC 内容，线上同步打通天猫健康「超能瞳好派」专题页，将线下兴趣流量直接引流至电商阵地。

项目意义在于搭建彩瞳品牌集合展示平台，弱化美瞳纯美妆属性，植入眼部健康科学认知，借助高人气 IP 破圈，吸引年轻消费群体，强化天猫健康在彩瞳赛道的平台心智，完成新品种草、用户教育与电商转化一体化营销。

Tmall Health Friends Color Contact Lens Market is a limited street market built under Tmall Health’s “Super Pupil Party” IP, located on University Road pedestrian street in Shanghai. As a platform-level offline campaign for color contact lenses, it gathers multiple lens brands including moody and Givre, collaborating with seven popular IPs: Hello Kitty, Powerpuff Girls, Stitch, Cinnamoroll, Luo Xiaohei, Chip ’n’ Dale and Feijiu Xiaobobao, launching multiple exclusive co-branded lens patterns.

As both beauty item and medical device, color contact lenses gain huge popularity among Gen Z. Beyond simple retail, the project creates a compound experience integrating product trial, photo spots and eye-health education in trendy streetscape. The open-air market features light pastel blue-and-white palette. Separated booths themed with respective IPs line the pedestrian street, including AI eye-color test station, product showcase, eye-care science corner, IP installation and gift redemption zone.

Tent-style lightweight stalls, giant IP cutouts and interactive light installations form a wandering route. Prefabricated booths, soft light boxes and lightweight printing props fit temporary outdoor street setting with efficient assembly and dismantling, delivering good visuals day and night. Display panels share knowledge about lens selection and wearing maintenance.

On-site activities include AI eye test, lens trial, stamp collection, coser parade and limited gift redemption, combining fun gameplay with eye-health popularization. Marketing forms a complete loop: pre-launch IP teasers online, beauty KOL visits, UGC encouraged on Xiaohongshu and Douyin. Offline traffic is directed to “Super Pupil Party” page on Tmall.

The project builds a brand aggregation platform, balances beauty marketing with eye-health education, reaches young audiences via popular IPs, consolidates Tmall Health’s leading position in color contact lens category and realizes integrated goals of product seeding, consumer education and e-commerce conversion.

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