佰草集「筑汝心，养长青」主题发布会

佰草集“筑汝心，养长青”主题发布会

2026年09月17日

上海 大光明电影院

项目现场

佰草集「筑汝心，养长青」主题发布会落地上海百年大光明电影院，是品牌全新「修源五行」抗老系列的战略发布项目，活动于 9 月 17 日举办，官宣宋佳出任全球品牌代言人，首映品牌微电影《何以长青》，以中式长青哲学重新定义肌底级抗老。追溯历史背景，佰草集 1998 年诞生，作为本土本草护肤先锋，深耕古方养肤近三十载，坚持以现代科研激活传统本草组方，秉持 “美自根源，养有方” 的核心主张。

本次发布会选址百年影院，并非单纯产品推介，而是借光影叙事，将本草古籍智慧、肌肤养护与当代女性向内生长的精神融为一体，完成品牌文化的一次深度表达。项目空间与造型依托大光明影院原有历史建筑框架，打造三重递进式 “光影之境”。前厅为古方溯源展区，以石质肌理、木质牌匾与草本纹样装置复刻东方药铺意境，运用皮影装置演绎千年本草方剂故事；中庭设置女性心境照片墙，汇集大众关于 “长青” 的真实故事；主会场保留影院原生银幕与座椅，作为微电影首映与产品解读核心舞台。

制作层面，装置大量选用洞石、原木、磨砂亚克力与柔光膜，低饱和青、米、灰主色调呼应草木意象；皮影装置采用非遗皮影工艺定制，草本展品搭配恒温展陈，所有临时美陈尊重老建筑保护规范，轻量化搭建，避免破坏历史建筑本体，以柔和分层光影烘托静谧、沉淀的东方氛围。活动期内容包含代言人登场、微电影首映、科研与组方解读、现场本草 SPA 体验、媒体专访与嘉宾对谈。

线下现场体验与传播营销深度绑定：百年影院场景、代言人、微电影与三重光影展陈构成原生传播素材，媒体深度稿件、KOL 现场解读与观众打卡图文共同构建内容矩阵，线下发布会作为传播源头，内容向外扩散至小红书、视频号、时尚媒体，形成空间沉浸式体验 — 内容生产 — 全网价值传播 — 新品种草转化的完整链路。

项目意义在于，发布会跳出国货美妆新品发布的常规模式，将本草文化、东方抗老哲学与空间叙事结合，传递 “抗老不止肌肤，更要筑养内心” 的长青理念，重塑佰草集东方根源养肤的品牌形象，也为国货美妆在历史保护建筑内举办文化型品牌发布会，提供空间叙事、非遗元素与产品战略一体化落地的参考范式。

Herborist “Cultivate Your Heart, Nurture Everlasting Beauty” themed press conference was held at the historic Grand Theatre in Shanghai. It serves as the strategic launch event for the brand’s new “Source-repair Five Elements” anti-aging skincare line on September 17. The event officially announced Song Jia as global brand ambassador and premiered brand microfilm *Why Endure*, redefining root-level anti-aging with oriental everlasting philosophy. Founded in 1998, Herborist is a pioneer of local herbal skincare brands. With nearly 30 years of research on ancient herbal formulas, it applies modern scientific research to revitalize traditional herbal prescriptions and adheres to the core philosophy “Beauty originates from roots, nurtured with proper wisdom”.

Hosted inside this century-old cinema, the event is more than a product launch. It uses light-and-shadow storytelling to integrate wisdom from ancient herbal manuscripts, skin care and the inner growth spirit of contemporary women, delivering an in-depth cultural expression of the brand. The spatial design retains the original architectural structure of Grand Theatre and builds three progressive “realms of light”. The pre-lobby is an ancient formula exhibition area, adopting stone texture, wooden plaques and herbal pattern installations to recreate the ambiance of traditional Chinese herbal stores.

Shadow-puppet art interprets millennium-old herbal prescriptions. The central hall features a photo wall collecting real stories of women about “everlasting life”. The main auditorium keeps the cinema’s original screen and seats as the core stage for microfilm screening and product sharing. In fabrication, installations mainly use travertine, log, frosted acrylic and soft light films. The low-saturation palette of green, beige and grey echoes botanical aesthetics. Shadow puppets are custom-made with intangible cultural heritage craftsmanship. Herbal exhibits are placed in constant-temperature display cases. All temporary decorations follow heritage building protection rules with lightweight assembly to preserve the historic venue. Layered soft lighting creates serene, restrained oriental atmosphere.

During the event, the agenda includes ambassador appearance, microfilm premiere, formula & scientific sharing, on-site herbal SPA experience, media interviews and panel talks. On-site activities are closely linked with marketing communication. The century-old venue, brand ambassador, microfilm and three-scene installation naturally generate communication assets. In-depth media reports, KOL reviews and visitor posts form a content matrix. The offline conference acts as communication origin, distributing content across Xiaohongshu, video platforms and fashion media, forming a closed loop: immersive spatial experience, content creation, cross-platform brand communication and new product conversion.

This conference breaks conventional domestic beauty launch frameworks. It merges herbal heritage, oriental anti-age philosophy and spatial narrative, conveying that anti-aging nurtures both skin and inner mind. It reshapes Herborist’s brand identity as an oriental root-based skincare brand and sets a benchmark for domestic beauty brands to host cultural press conferences inside heritage buildings with integrated spatial storytelling, intangible heritage elements and product strategy.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识