修丽可「有意思青年・美力加速度」欧运会

2026年05月29日-2026年06月09日

上海 复旦大学江湾校区

项目现场

作为欧莱雅中国2026年度「有意思青年」高校公益重磅IP活动，「美力加速度」欧运会于5月29日全天落地复旦大学江湾校区，修丽可以核心合作品牌身份深度参与整场校园盛会，携手品牌大使马龙打造专属「奋勇乒搏」主题体验空间。依托当下年轻群体热衷运动生活、重视科学护肤与公益向善的潮流趋势，本次活动跳出传统美妆品牌校园宣讲、产品展销的单一模式，以校园趣味体育赛事为载体，构建运动修护、科学护肤与青年公益三重核心叙事，将院线级专业护肤理念深度融入校园运动场景，面向全国高校青年搭建沉浸式、可互动、有温度的校园体验阵地。

活动同步落地校园公益义卖机制，串联运动热血、运动肌肤修护与青年成长议题，完整实现品牌年轻化校园渗透、公益社会责任传递与高校圈层社交传播的营销闭环，成为2026年上海高校极具代表性的美妆运动主题标杆活动。整场校园欧运会整体视觉体系统一采用活力竞技橙、专业科技蓝搭配修丽可标志性修护绿，色彩层次鲜明且青春氛围浓厚，全域划分六大运动能量体验场，其中修丽可专属乒乓球主题板块占据全场核心视觉位置。场地整体采用开放式户外模块化布局，无封闭围挡结构，贴合校园松弛自由的场景气质，适配大学生自由漫游、沉浸式体验、社交打卡的多元需求。修丽可专属体验区采用递进式动线规划，有序划分四大功能板块，场景逻辑完整、体验节奏清晰。其中马龙乒乓竞技打卡主场为全场核心视觉焦点，巨型艺术化乒乓球台装置高度还原专业赛场氛围，设置双人趣味对战互动关卡，搭配赛场影像展板与运动肌肤科普内容，直观科普运动后肌肤泛红、干燥、屏障受损、氧化暗沉等核心问题，深度绑定修丽可色修、CE等明星单品的赛后修护与抗氧化核心功效，让运动护肤场景与产品专业力深度挂钩。

品牌大使马龙亲临现场与在校学子切磋球技，打造高热度打卡制高点，快速引爆校园圈层热度。运动肌肤科学研析站配备专业肌肤检测仪器，可为学生提供运动前后免费肌肤测试服务，精准分析肌肤泛红、屏障状态与氧化程度，护肤顾问一对一定制运动专属修护方案，现场陈列修丽可全系列护肤产品与原生成分原料，结合户外暴晒、出汗刺激、赛后修护等细分运动场景开展专业科普，弱化商业推销属性，聚焦科学护肤理念输出。修护能量补给休憩区打造轻量化校园休闲空间，通过运动主题软装、品牌周边陈列、专属打卡立牌营造松弛舒适的停留场景，为学生提供冰感护肤小样、定制运动毛巾等专属礼遇，适配校园社交打卡与休憩放松需求。公益小美车义卖专区以移动快闪车形式落地，通过义卖修丽可中小样与限定礼盒开展公益行动，所有义卖收益全部捐赠至中国青少年发展基金会，同时公示品牌年度公益规划，持续传递品牌助力青年成长的长期公益理念。在制作落地层面，全场采用轻量化装配式户外搭建工艺，乒乓球艺术装置、产品展陈柜体、科普展板、打卡美陈等设施均可快速拆装、灵活适配校园草坪限时落地场景，施工高效且不破坏校园原生环境。现场利用分层柔光灯光系统区分竞技互动区、护肤体验区与休憩公益区，以品牌标志性绿色视觉贯穿全场景物料，统一运动修护的核心主题调性，兼顾专业度、年轻化与场景氛围感。

同时整场活动配套丰富的品牌生态内容，集团运动纪录片《赢接美一刻》校园首映、马龙与杨力维青年跨界对谈同步开展，围绕运动赋能青年成长、运动护肤美学展开深度分享，丰富活动精神内核。项目搭建低门槛、高参与度的互动体系，学生通过乒乓球PK、免费肌肤检测即可集章兑换护肤小样，发布校园打卡内容可参与抽取明星签名周边与正装产品，参与公益义卖可解锁限定礼盒，持续驱动高校学生自发产出UGC内容，实现圈层裂变传播。

整体而言，本次修丽可校园欧运会活动创新打通“运动场景—肌肤痛点—专业修护—青年公益”的完整叙事链路，以年轻化、运动化、公益化的全新姿态走进高校圈层，彻底打破高端院线品牌距离感，成功塑造修丽可专业科学、年轻活力、兼具温度与社会责任感的品牌形象，为美妆品牌高校年轻化公益营销打造了成熟的创新范本。

As a flagship annual campus public welfare campaign of L’Oréal China’s 2026 “Youth With Purpose” program, the “Beauty Acceleration” Campus Sports Carnival was fully launched at Fudan University Jiangwan Campus on May 29. As the core co-brand partner, SkinCeuticals created an exclusive “Fearless Table Tennis” themed experience zone and invited brand ambassador Ma Long to attend the event offline. Integrating sports recovery science, professional skincare technology and youth public welfare concepts, the campaign introduces clinical-grade skincare philosophy into campus sports scenarios, building an immersive experiential platform for college students nationwide. With on-site charity sales and interactive sports challenges, the event combines sports vitality, post-workout skin repair and youth growth topics, completing a closed-loop marketing system covering brand youth penetration, public value transmission and campus social communication.

The entire carnival adopts a vibrant visual system composed of competitive orange, technological blue and SkinCeuticals signature repair green. The venue is divided into six major sports energy zones with an open modular outdoor layout without enclosed barriers, creating a free and youthful atmosphere suitable for student visiting, checking in and interactive participation. The exclusive SkinCeuticals experience area is divided into four progressive functional sections. The Ma Long table tennis challenge zone serves as the core visual highlight, equipped with a giant artistic table tennis installation that restores professional competition scenarios. It provides interactive two-player PK games and displays sports footage and popular science posters explaining common skin problems such as redness, dryness and barrier damage caused by long-term sports, establishing an intuitive professional connection between post-exercise skin repair and star products including Color Corrector and CE Ferulic.

Brand ambassador Ma Long interacted and competed with students on-site, becoming the most popular checking-in spot and driving massive campus traffic. The scientific skin analysis station is equipped with professional skin detectors, providing free tests for skin redness, barrier condition and oxidation status before and after exercise. Professional skincare consultants deliver personalized sports repair solutions and interpret the efficacy of high-antioxidant and soothing ingredients. The full product lineup and scene-based graphic displays accurately correspond to multiple sports scenarios such as outdoor exposure, sweating irritation and post-workout recovery, focusing on professional popular science rather than rigid sales promotion. The repair energy rest zone builds a lightweight campus leisure space with sports-themed seating, brand merchandise displays and creative photo installations. It provides refreshing skincare samples, customized sports towels and limited-edition peripheral products, creating relaxed and social-friendly scenes for student content creation. The mobile charity sales booth launches public welfare sales of SkinCeuticals deluxe samples and limited gift boxes. All proceeds are donated to the China Youth Development Foundation, with annual public welfare plans publicly displayed to demonstrate the brand’s long-term social responsibility and commitment to youth empowerment. In terms of production and execution, the whole venue adopts lightweight outdoor assembly construction.

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