花王莉婕「发丝好气色 Hair Beauty Lab」快闪店

花王莉婕「发丝好气色 Hair Beauty Lab」快闪店

2026年10月16日-2026年10月18日

上海 愚巷大草坪

项目现场

本项目为花王旗下亚洲专业居家染护品牌莉婕 Liese，落地上海愚巷草坪的限时户外快闪空间，依托莉婕深耕亚洲家用染发市场多年的技术积淀，伴随焕亮柔顺染护新品上市，聚焦大众容易忽视的染后 7 天黄金修护周期，打造兼具科研实验感与少女柔感美学的体验实验室。

空间整体采用半透穹顶帐篷作为主体造型，浅粉与淡白渐变主色调，搭配花艺轻装饰，弱化硬核实验室的冰冷感，将 Hair Beauty Lab 的概念视觉落地；展区划分为发丝实验观测区、好气色沙龙、产品体验与打卡点位，制作上选用轻量化户外可装配式结构，便于快速搭建与拆除，兼顾户外草坪场地荷载、透光性与打卡出片需求，可视化发束对比装置作为核心道具，直观呈现染后 0 至 7 天有无护理的发丝状态差异。

活动期间设置发丝科学实验体验、发色咨询、产品试用与打卡赠礼内容，将产品核心卖点转化为可触摸、可观察的现场体验；活动内容与传播营销深度联动，线下体验产出大量原生实拍素材，引导到访用户在小红书、抖音等社交平台分享打卡内容，同步搭配美妆 KOL 探店、品牌官方内容预热，以真实实验场景强化 “染后 7 天锁色护养” 的心智，跳出单纯产品种草，向消费者传递 “染发不止上色，养护决定发丝好气色” 的全新认知。

项目意义在于打破大众只关注染发上色、忽略染后修护的固有认知，借助线下沉浸式空间把品牌科研实力具象化，完成莉婕从染发剂品牌向完整染护方案品牌的形象升级，拉近品牌与年轻发色爱好者的距离，为新品系列构建口碑传播阵地。

This pop-up store, Hair Beauty Lab by Kao Liese, is a limited-time outdoor space on Yuxiang Lawn in Shanghai. Rooted in Liese’s long-term R&D in Asian home hair color market and launched alongside its new shine & smooth hair care line, the project focuses on the overlooked 7-day golden repair window after hair dyeing, creating an experience lab blending scientific lab vibes and soft aesthetic.

Centered on a translucent dome tent with gradient pale pink and white palette plus floral details, the design softens the stern lab atmosphere. Zones include hair strand observation area, beauty salon, product trial and photo spots. Built with lightweight prefabricated outdoor modules for quick assembly and disassembly, the construction meets lawn load and lighting needs.

Core exhibits visually compare hair conditions with or without care from day 0 to day7 after dyeing. On-site activities cover hair science experiments, hair color consultation, product trials and photo rewards. Activities and marketing form an integrated loop: offline visits generate original UGC for Xiaohongshu and Douyin, with beauty KOLs and official previews.

Real lab scenes help establish the brand message that post-dye care retains hair glow, instead of merely promoting color products. The project reshapes consumer mindset, visualizes Kao’s technology offline, upgrades Liese’s brand positioning from hair dye to full color-care solution, engages young color lovers and builds word-of-mouth for new product launch.

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