欧莱雅粉晶晶「粉晶晶的大学路」联名快闪街区

欧莱雅「粉晶晶的大学路」联名快闪街区

2026年08月31日-2026年09月13日

上海 大学路

项目预告

项目传播

项目现场

欧莱雅携手Hello Kitty落地上海大学路打造豹闪主题街区限时企划，精准瞄准开学季年轻学生群体，是品牌深耕年轻消费市场、赋能粉晶晶洗护系列年轻化破圈的重点线下营销项目。项目依托大学路原生潮流街区属性，打造甜酷粉色系城市户外限时空间，整体以闪耀粉调为主视觉基底，融合豹纹元素与Hello Kitty艺术装置，复刻宋雨琦同款打卡花墙，打破传统洗护快闪的单调陈列形式，视觉风格新潮吸睛、适配年轻群体审美与社交打卡需求。

现场合理划分产品体验区、主题闪耀打卡点位与福利互动兑换区，围绕粉晶晶柔亮洗护系列展开实景体验展示，直观传递发丝高光柔顺的核心产品卖点。活动期开放公众打卡互动，参与者可领取专属豹闪学生证与系列洗护试用礼遇，有效提升现场参与度与用户好感度。

品牌联动垂类达人线下探店造势，依托开学季氛围感场景，激发小红书、抖音等平台用户自发UGC传播，以年轻化社交种草完成新品口碑积淀，精准运营学生客群，构建场景体验、社交传播、新品种草与年轻用户沉淀的完整营销闭环。

L’Oréal collaborates with Hello Kitty to launch a limited-time leopard-print themed block campaign on Shanghai University Road. Targeting student groups during the back-to-school season, this offline project empowers the brand’s shiny pink hair care line and expands influence among young consumers. Rooted in the trendy street atmosphere of University Road, the outdoor pop-up space adopts a sweet and cool pink tone as the main visual, matched with leopard-print Hello Kitty art installations and Yuqi Song’s signature check-in flower wall, creating highly recognizable and social-friendly scenes beyond conventional hair care exhibitions.

The venue is divided into product experience areas, themed photo spots and welfare redemption zones, fully displaying the shiny and smoothing effects of the pink crystal hair care series. Participants can obtain exclusive leopard-print student certificates and trial gifts through on-site interaction, greatly improving user engagement. The brand invites vertical influencers for on-site exploration and promotion. Leveraging the strong back-to-school seasonal atmosphere, it stimulates spontaneous UGC dissemination on Xiaohongshu and Douyin.

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