Leather在现场

雅诗兰黛全新第二代DW持妆粉底液“无上限竞技场”

2026年03月03日

上海 新世界新丸中心

2026年3月，雅诗兰黛于上海核心商圈呈现「DW无上限竞赛场」限时快闪，标志着这款传奇持妆粉底液自2015年推出以来，首次以"竞速赛道"概念重构产品叙事。作为品牌"Made For More"升级战略的空间化表达，此次活动将DW（Double Wear）的24小时持妆性能转化为可感知的速度美学。

空间设计以多层次异形结构构建全展台视觉冲击，核心造型为巨型产品瓶身装置——瓶口倾泻而出形成赛车跑道立体结构，结合不同粉底色号烤漆饰面与凹凸错落立体结构，以金属亮面点缀，将产品"持妆、遮瑕、控油、舒适"四大升级点转化为空间语言。制作层面，项目突破传统美妆快闪的静态陈列，植入沉浸式赛车互动与AI公式照体验，使消费者在竞速游戏中直观感受DW持妆粉的极致妆效。

此次快闪不仅是产品功能的展示，更是雅诗兰黛在底妆红海市场中建立差异化认知的战略举措——通过将"持妆"性能与"竞速"概念绑定，以游戏化机制降低专业彩妆门槛，为美妆品牌如何将功能卖点转化为沉浸式娱乐体验提供了范式样本。

In March 2026, Estée Lauder unveiled the "DW Unlimited Race Track" pop-up at a Shanghai premium location, marking the first spatial reinterpretation of the iconic Double Wear foundation—launched in 2015—through a "racing speedway" concept. As the spatial expression of the brand's "Made For More" upgrade strategy, this activation converts DW's 24-hour wear performance into tangible velocity aesthetics.

The spatial design constructs full-pavilion visual impact through multi-level irregular structures, with a centerpiece giant product bottle installation where the pouring bottle mouth transforms into a three-dimensional racing track structure. Combined with foundation-shade lacquer finishes, undulating立体geometries, and metallic highlights, the installation materializes the product's four upgrade points—wear, coverage, oil-control, and comfort—into architectural language. Execution-wise, the project breaks from conventional beauty pop-up static displays by integrating immersive racing interactions and AI formula photography, allowing consumers to experience DW's ultimate makeup effects through gameplay.

Beyond product feature demonstration, this pop-up represents a strategic move to establish differentiated cognition in the saturated complexion market—binding "long-wear" performance with "racing" concepts, lowering professional makeup barriers through gamification, and offering a paradigm for how beauty brands transform functional selling points into immersive entertainment

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