赫莲娜三亚新春限定体验项目

作为高端奢护美妆标杆品牌，赫莲娜始终以科学护肤、顶奢服务与先锋美学为核心基底，深耕高端美妆零售与奢享体验赛道。本次新春限定体验活动落地三亚艾迪逊酒店与三亚国际免税城，采用高端私密套房与公开门店双场景联动模式，是品牌依托海南免税高端消费场景、结合新春节点打造的沉浸式奢美体验企划，突破传统美妆单一场景售卖模式，将私享贵宾服务、新春国风美学、跨界造型艺术与线下社群运营深度融合，既是品牌深耕高端旅游零售市场、升级线下体验体系的重要布局，也为奢妆品牌节日场景营销、会员精细化运营提供优质范本，具备市场战略、品牌调性与用户沉淀的多重价值。

在空间造型与场景制作层面，项目打造差异化双场景叙事体系，酒店高端套房主打私密尊享氛围，整体空间雅致轻奢、质感高级，适配VIP专属定制服务场景；免税城门店聚焦新春互动氛围，融入国风新春视觉元素，搭配非遗手作体验专区，兼顾商业客流氛围与沉浸式打卡质感，实现私密奢享与公开热闹的场景互补，空间布局贴合高端服务与大众互动双重需求，层次清晰、调性统一且场景辨识度极强。

活动期构建分层式体验内容体系，针对高端VIP嘉宾，打造全链路明星级奢享礼遇，包含专属专业手部护理、燕窝与品牌定制巧克力新春限定茶歇，联动卡诗发型师、YSL彩妆师定制专属妆造，并邀请专业明星摄影团队复刻郭晶晶同款TVC大片拍摄，全方位塑造顶奢沉浸式焕美体验。

面向大众消费者，门店开放糖画、激光剪纸等非遗新春手作体验，消费达标即可解锁可定制祝福的品牌风铃周边，兼顾文化体验与消费权益。同时特邀弭金、宣淏、小查等嘉宾担任一日店长，通过现场粉丝互动、拍立得合影、亲签周边与限定小卡福利，有效拉近品牌与年轻圈层的距离。

从传播营销维度来看，本次双场景联动模式精准覆盖高端贵宾与年轻大众两类客群，VIP明星级礼遇打造高质感品牌内容，非遗国风体验与明星探店互动适配社交传播，激发大量UGC打卡与圈层扩散。在传递品牌高端奢护美学与新春仪式感的同时，有效提升会员粘性、线下客流与门店消费转化，实现品牌形象升维、用户圈层拓宽与节日销量增长的完整营销闭环。

As a benchmark luxury skincare and makeup brand, Helena Rubinstein has long adhered to scientific skincare philosophy, top-tier service standards and avant-garde aesthetic concepts. The brand’s limited-time Spring Festival experience campaign launched at Sanya Edition Hotel and Sanya International Duty-Free City adopts a dual-scene linkage strategy of private luxury suites and public retail stores.

Breaking the traditional single-mode sales-oriented marketing of beauty brands, this immersive beauty project deeply integrates exclusive VIP luxury treatment, traditional Chinese festival aesthetics, cross-border styling art and offline community operation. It represents a key strategic layout for HR to deepen high-end tourism retail market and upgrade offline experience system, setting a typical reference for luxury beauty brands’ festive scene marketing and refined member operation.

In terms of spatial styling and on-site production, the project builds two differentiated scene systems. The luxury hotel suite features private, elegant and low-key luxurious space design, tailored exclusively for high-end customized VIP services.

Meanwhile, the duty-free store creates a lively festive atmosphere with traditional Chinese New Year visual elements and intangible cultural heritage experience zones, balancing commercial popularity and immersive check-in texture. The dual-scene layout complements private exclusive enjoyment and public interactive experience, presenting clear spatial hierarchy and unified high-end brand tone.

During the event, a hierarchical experience system is established for different consumer groups. High-end VIP guests are offered star-level exclusive privileges including professional hand care, customized spring festival afternoon tea with bird’s nest and branded chocolates, bespoke hairstyle and makeup by Kérastase and YSL professional stylists, and professional TVC portrait shooting in the same style as Guo Jingjing’s exclusive campaign. For ordinary consumers, the store launches intangible cultural heritage experiences such as sugar painting and laser paper cutting, with customizable branded wind chimes available for qualified consumption. Celebrity guest managers including Mi Jin, Xuan Hao and Xiao Cha interact closely with fans on-site, providing exclusive benefits including instant photos, autographed gifts and limited collector cards.

In terms of marketing communication, the dual-scene model accurately covers high-end elite customers and young mass consumers. The star-level VIP privileges produce high-quality brand aesthetic content, while festive intangible cultural heritage experiences and celebrity interactions stimulate massive UGC sharing and community dissemination on social platforms. The campaign effectively enhances member stickiness, offline passenger flow and store conversion rate, delivers the brand’s top-luxury aesthetic and festive ritual sense, and realizes a complete marketing closed loop covering brand image upgrading, youth audience expansion and festive sales growth.

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