ORLANE 幽兰「Be21，再续百年传奇」线下盛典

ORLANE 幽兰「Be21，再续百年传奇」线下盛典

2026年09月08日

上海 前滩华尔道夫酒店

项目现场

ORLANE 幽兰「Be21，再续百年传奇」线下盛典于 2026 年 9 月 8 日落地上海前滩华尔道夫酒店，活动邀约品牌核心达人、渠道合作伙伴及媒体嘉宾共同出席。品牌始创于 1947 年，深耕法式奢护领域，本次盛典作为品牌重要线下里程碑事件，跳出传统美妆新品发布会单向宣讲的模式，以沉浸式空间叙事承载品牌历史、科研成果与新品发布，旨在唤醒国内市场对这一老牌法式奢护品牌的认知，夯实 B21 王牌抗老系列的产品心智，助力品牌在高端抗衰赛道持续深耕。

在空间造型与制作层面，现场打造沉浸式时光长廊，场景复刻巴黎幽兰美容研究所的空间风貌，依托历史影像、品牌档案与名流相册完成品牌发展脉络的叙事展陈，集中呈现 B21 王牌抗老系列长期积累的科研积淀。整体空间设计偏向典雅克制的法式美学调性，展陈道具、图文物料与场景布景相互配合，将品牌历史故事与科研成果可视化呈现，弱化硬广式产品陈列，让来宾在行走观展过程中循序渐进感知品牌底蕴与产品研发背景。

活动周期内，幽兰法国总部负责人 Raffaella 亲临现场分享品牌发展故事，法国首席美容师 Alice 现场实操演示 B21 系列法式高定护理手法；盛典核心环节完成全新 B21 晨醒精华首发，这款新品聚焦熬夜、压力带来的晨间肌肤暗沉、浮肿痛点，运用白玫瑰精粹、香根鸢尾提取物等原料，遵循唤醒、激活、充电三步护肤逻辑，为当代人群提供晨间抗衰方案。从传播营销的关联来看，沉浸式时光长廊、法国总部高管与外籍美容师到场的嘉宾阵容，具备优质的圈层传播素材，面向渠道伙伴、媒体与美妆达人输出内容。线下实景体验将品牌历史、科研实力与新品价值融为一体，直观传递幽兰 “肌肤再教育” 的科研护肤理念；新品上市补齐 B21 产品矩阵，开辟晨间抗衰细分赛道，外籍高层到场也提振渠道合作信心。线下活动产出的图文、实操演示素材，经由嘉宾与媒体向外扩散传播，重塑国内消费者对幽兰的品牌印象，形成线下盛典引爆话题、线上内容持续种草、渠道端同步承接转化的完整营销链路。

ORLANE’s offline gala themed “Be21, Continue the Century-Legend” was held at Waldorf Astoria Shanghai on the Bund on September 8, 2026. The event gathered key brand influencers, channel partners and media guests. Founded in 1947, ORLANE has long been committed to French luxury skincare. As a landmark offline campaign, this gala abandons the one-way presentation format of traditional beauty new product launches.

It adopts immersive spatial storytelling to showcase brand heritage, scientific research achievements and new releases, aiming to rebuild domestic recognition of this classic French luxury skincare brand, consolidate the product mindset of its flagship anti-aging B21 line and support the brand’s further development in the high-end anti-aging market. In terms of spatial styling and on-site production, an immersive time corridor was built to recreate the style of ORLANE’s beauty institute in Paris. Historical videos, brand archives and celebrity photo albums were exhibited to review the brand’s evolution and demonstrate the scientific research behind the iconic B21 anti-aging collection. The whole space adopts elegant and restrained French aesthetics. Exhibits, graphic materials and scene decorations work together to visualize brand stories and research strength. Hard-sell product displays are minimized, allowing guests to perceive brand heritage and R&D background during the visiting journey.

During the event, Raffaella, representative of ORLANE French headquarters, shared the brand story on site, while Alice, the chief French beautician, demonstrated the high-end French skincare ritual of the B21 series. The highlight of the gala was the debut of the new B21 Morning Revival Serum. Targeting morning dullness and puffiness caused by staying up late and stress, the serum contains white rose extract and iris pallida extract. Following the three-step skincare logic of awakening, activating and recharging, it delivers morning anti-aging solutions for modern consumers. From the perspective of marketing and communication, the immersive time corridor together with the attendance of French headquarters executives and foreign beauticians generates high-quality content for niche communication. The on-site experience integrates brand history, research capability and product value, conveying ORLANE’s scientific skincare philosophy of “Skin Re-education” to partners, media and influencers. The new product completes the B21 product matrix and taps into the morning anti-aging segment. The presence of overseas senior management also boosts confidence among channel partners. Photos, videos and live demonstration materials generated onsite are spread by guests and media, reshaping Chinese consumers’ perception of ORLANE. The campaign builds a complete marketing chain: offline gala triggers hot topics, online content continues to attract audiences, and channel partners realize sales conversion.

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