毛戈平 净澈赴夏 焕启悦境活动

2026年07月17日 杭州

项目现场

毛戈平夏季主题活动「净澈赴夏 焕启悦境」落地商场中庭，是品牌立足东方轻妆美学、贴合夏季美妆消费需求打造的季节性线下体验项目，旨在面向美妆爱好者与品牌会员群体，传递清爽持妆、温和净肤的护肤彩妆理念，进一步深化国风美妆的品牌定位。

项目在空间造型与制作上极具夏日氛围感，以浅雾蓝搭配鎏金为主视觉基调，辅以水波、通透柔光装置营造干净澄澈的夏日氛围，采用简约模块化工艺搭建整体场地。空间合理划分主题打卡立面、底妆试妆区、护肤体验台与会员礼赠专区，依托分层柔和光影凸显产品细腻质感，同时适配日间探店拍摄，搭配专业化妆师现场妆造定制与护肤教学服务，兼顾场景美学与实用体验。

活动以三日集中落地的核心内容构建完整营销传播体系，通过全域打卡兑小样、线上探店解锁礼遇、会员双倍积分、阶梯满赠等多元玩法，持续聚拢客流、提升用户参与度。三日常态化的线下沉浸式体验，推动访客自发产出社交种草内容，实现线上话题扩散。项目将东方美学意蕴与夏日清透养肤需求深度融合，精准强化产品核心卖点，依托线下体验赋能全域传播，打造今夏极具代表性的国风美妆线下体验活动，完成用户沉淀与品牌声量提升的双向营销价值。

As a seasonal offline marketing project rooted in oriental light makeup aesthetics, Mao Geping’s summer themed activity “Pure Summer, Refreshing Mood” is launched at the shopping mall atrium, targeting beauty enthusiasts and brand members to promote refreshing makeup and mild skin care concepts.

In terms of spatial design and production, the venue adopts misty blue and gilt tones, matched with water wave and soft light installations to create a pure summer atmosphere. Built with minimalist modular structures, the space is divided into themed check-in areas, makeup trial zones, skincare experience counters and member benefit zones. Layered soft lighting highlights product texture, while professional makeup artists provide customized makeup and skincare guidance, balancing aesthetic shooting and practical experience. The three-day intensive core activities form a complete marketing communication closed loop.

Visitors can receive cosmetics samples through full-scene check-ins and unlock limited gifts by sharing content online. Meanwhile, members enjoy double points, layered counter gifts and tiered consumption benefits. Sustained immersive offline experience drives continuous UGC dissemination and topic popularity. Integrating oriental aesthetics with summer skin care and makeup demands, the activity fully strengthens the brand’s skin-nourishing product advantages, builds a landmark Chinese-style beauty summer experience, and realizes effective user accumulation and brand communication upgrading.

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