【2026进博会】SHISEIDO 资生堂「一瞬之美，一生之美」

SHISEIDO 资生堂｜第九届中国国际进口博览会「一瞬之美，一生之美」展台｜2026 年 11 月 5 日至 10 日｜上海 国家会展中心 消费品展区 6.1 馆

2026 年 11 月 5 日至 10 日，第九届中国国际进口博览会在上海国家会展中心举行。资生堂连续第八届参展，展台落在消费品展区 6.1 号馆，主题是集团全新的愿景表述「一瞬之美，一生之美」。今年也是资生堂进入中国市场的第四十五年，展台把「美」拆成两块讲：一块是当下瞬间的产品体验，一块是贯穿一生的科学与服务。

展台分三个区域。「一瞬之美」陈列六十余款首次亮相进博会的产品，从日常护肤、防晒到彩妆；「一生之美」讲这些产品背后的科学，资生堂中国研发中心把针对亚洲肌肤色斑、深纹、松弛的研究摆出来；「美力真程」以四十五年在华历程为主线，讲这家企业在中国做过什么。三个区域不是并列的货架，而是一条从「用起来」到「为什么有效」再到「为什么留在这里」的路径。

产品首发集中在一瞬之美展区：SHISEIDO 资生堂发布悦薇「A醇精华水」，同台还有「红腰子面霜」与时光玲珑御藏系列的全球首秀；CPB 肌肤之钥上市全新「CPB 精雕面霜」，并以精雕抗老系列七件产品做分区抗老方案；NARS 娜斯把「原生无瑕精华遮瑕液」做了全球首秀，十个色号配一支专用遮瑕刷；怡丽丝尔首发第二代「紧塑带」面霜与首套专为中国定制的「黄金」水乳；安热沙的「智感倍护防晒凝乳」完成中国首秀。科研侧则展示 Auto Booster 自动感应增强技术、Serum First 精华裹妆科技，以及超越筋膜层的提塑方案。

真正把这次参展与其他美妆展台区分开的，是毛发再生医疗这条线。资生堂做再生医学二十余年，2016 年起研究基于毛球部真皮鞘杯细胞的再生路径，相关技术 2024 年已在日本的合作医疗机构进入商业化运营；本届展会上，资生堂中国宣布与海南启研干细胞抗衰老医院达成战略合作，借博鳌乐城先行区的政策优势推进落地探索。这条线对着的是银发经济与长者健康美学，也是「一生之美」具体的注脚。传播上，六十余款产品提供密集的拍摄点，科研展区提供可讲述的技术故事，四十五年历程提供情感由头——三条线同时供给内容，六天里不缺素材。

SHISEIDO | The 9th China International Import Expo, 'Beauty in a Moment, Beauty for a Lifetime' stand | 5-10 November 2026 | National Exhibition and Convention Center, Shanghai, Hall 6.1

From 5 to 10 November 2026, the ninth China International Import Expo took place at the National Exhibition and Convention Center in Shanghai, drawing 162 countries, regions and international organisations and more than 4,100 overseas exhibitors across a record exhibition area above 440,000 square metres. Shiseido appeared for the eighth consecutive edition with a stand in Hall 6.1 built around a new group statement, 'Beauty in a Moment, Beauty for a Lifetime'. This year also marks forty-five years of the company in the China market, and the stand splits the idea in two: the beauty of a single moment of product experience, and the science and service that run across a lifetime.

'Beauty in a Moment' gathers more than sixty products shown at the expo for the first time, running from daily skincare and sun protection to colour cosmetics. 'Beauty for a Lifetime' explains the science underneath: the Shiseido China Innovation Center sets out its research on pigmentation, deep wrinkles and loss of firmness in Asian skin, and connects that work to the products on the other side of the wall. 'The Journey of Beauty' takes the forty-five-year history in China as its thread, describing what the company has built locally and where it intends to go. The three zones are not parallel shelves but a route that moves from use, to why it works, to why the brand has stayed - an argument that only works because the zones sit in that order. That sequencing is a deliberate choice for a group that sells across price points from mass skincare to luxury cream, since it lets a visitor move from a familiar bottle to a laboratory result in a few steps.

The launches cluster in the first zone. SHISEIDO released the Revitalessence 'retinol essence water', alongside the Ultimune cream and a global premiere for the Future Solution LX line. Cle de Peau Beaute launched the new 'Sculpting Cream' and presented a seven-piece sculpting anti-ageing series built around zoned care for mature skin. NARS staged a global premiere for its new radiant concealer, offered in ten shades with a dedicated concealer brush. Elixir introduced a second-generation 'firming band' cream and its first 'golden' lotion-and-emulsion set developed specifically for China. ANESSA brought a new adaptive suncare emulsion for its China debut. On the science side, the stand shows Auto Booster sensing technology, Serum First encapsulation and a lifting approach that works beyond the fascia layer, each presented as a mechanism rather than a slogan.

What separates this stand from a conventional beauty display is the hair regeneration line. Shiseido has worked in regenerative medicine for more than twenty years and since 2016 has studied regeneration based on dermal sheath cup cells; the technology entered commercial operation at partner clinics in Japan in 2024. At this expo, Shiseido China announced a strategic partnership with Hainan Qiyan Stem Cell Anti-Ageing Hospital to explore implementation under the Boao Lecheng pilot zone policy. The line points at the ageing population and health-oriented beauty for older consumers, and it gives 'Beauty for a Lifetime' its most concrete meaning - a claim that can be checked against a clinical pathway rather than a mood film. For communication, the stand supplies three streams at once: sixty-plus products as dense photo opportunities, a research zone with stories worth telling, and a forty-five-year history that provides the emotional hook. Six days of coverage come out of that combination rather than out of a single launch, and the three zones keep visitors moving through the whole footprint instead of pooling at the newest bottle. The stand is also a statement about where the group expects growth to come from as the population ages and the definition of beauty widens beyond appearance.

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