华伦天奴美妆 × IM SNACK「巧克力工坊」慢闪店项目

「巧克力工坊」华伦美妆和IM SNACK联合零食慢闪

2026年09月20日-2026年12月01日

上海 新天地｜吴江路店

项目现场

华伦天奴美妆携手潮流零食品牌IM SNACK落地上海「巧克力工坊」跨界慢闪店，是高端奢妆品牌突破传统美妆单一体验边界、联动潮流零食赛道打造跨圈层美学营销的创新企划。依托华伦天奴美妆高级色彩美学积淀，本次项目以秋冬巧克力棕调为核心灵感，打破美妆消费仅聚焦视觉与肤感的固有模式，创新性融合味觉体验与彩妆审美，为高端美妆年轻化、场景化、生活化破圈提供全新范式，具备品牌美学维度延伸、跨界圈层用户打通与秋冬新品造势的多重行业意义。

在空间造型与场景制作层面，整场快闪空间以治愈可可棕为主色调，完整复刻专业巧克力生产工坊的场景肌理，通过真实可可原料陈列、复古巧克力模具艺术装置与暖调光影氛围搭建，塑造出兼具高级甜酷质感与复古松弛氛围的沉浸式体验场域。空间视觉调性高度统一，将彩妆棕巧色系的产品美学转化为可置身、可触摸、可感受的实体场景，弱化奢侈品牌的距离感，强化秋冬温润、醇厚的季节氛围感，整体布局层次清晰，兼顾艺术陈列、产品体验与社交打卡功能。展区科学划分为美妆体验区与零食尝鲜区两大核心板块，实现双品类沉浸式体验闭环。

现场完整展出华伦天奴美妆巧克力限定系列彩妆，支持消费者自由试色、上脸体验，直观感受限定色系的妆容质感；同时联动IM SNACK上线多款专属可可风味限定零食，打造“观妆、试妆、尝巧”的双重感官体验，丰富用户线下参与维度。活动期配套完善的互动玩法体系，设置主题打卡集章、可可趣味互动小游戏，用户完成现场体验与打卡任务即可领取联名美妆小样与零食伴手礼，进一步提升停留时长与参与粘性。

从传播营销维度分析，本次项目以“视觉美学+味觉治愈”的双感官差异化亮点，精准触达美妆爱好者、美食潮流玩家与年轻打卡群体，依托高颜值统一棕调场景产出大量社交向内容，激发小红书、抖音等平台UGC自发传播与圈层种草。通过美妆与零食的潮流跨界组合，有效拓宽品牌受众边界，在夯实秋冬巧克力色系产品认知的同时，完成品牌年轻化氛围升级、圈层流量聚合与新品口碑预热的完整营销传播闭环。

The limited-time “Chocolate Workshop” slow pop-up store jointly launched by Valentino Beauty and trendy snack brand IM SNACK in Shanghai serves as an innovative cross-border marketing project that breaks the traditional single-dimensional experience of high-end beauty campaigns. Rooted in Valentino Beauty’s sophisticated color aesthetics system, the campaign takes autumn-winter cocoa brown tone as its core inspiration, creatively integrating makeup visual aesthetics with taste sensory experience.

It eliminates the rigid boundaries between luxury beauty and daily trendy consumption, realizing brand breakthroughs in youth orientation and lifestyle scenario communication, and setting a new industry benchmark for cross-circle integration of high-end makeup and trendy snacks. In terms of spatial styling and scene production, the entire venue adopts a unified healing cocoa brown color palette and fully restores the texture of a professional chocolate workshop. With displayed raw cocoa materials, vintage chocolate mold art installations and warm-toned retro lighting, the space builds an immersive atmosphere that balances sweet, cool and mellow autumn-winter temperament. The refined and unified visual system transforms the brand’s chocolate-color makeup aesthetics into an interactive physical scene, reducing the sense of distance of luxury brands and delivering a relaxed and trendy lifestyle vibe. The exhibition area is divided into two functional zones: beauty experience area and snack tasting area.

The venue fully displays Valentino Beauty’s limited-edition chocolate makeup series with free on-site color testing experiences, allowing visitors to intuitively perceive the texture and presentation of seasonal makeup. Meanwhile, exclusive cocoa-flavor limited snacks launched by IM SNACK realize an innovative dual-sensory experience of appreciating cosmetics and tasting gourmet food.

During the event, themed check-in stamp collection and cocoa-themed interactive games are arranged. Participants can obtain co-branded beauty samples and snack gifts by completing offline tasks, effectively improving on-site participation and user stickiness. Targeting beauty enthusiasts, gourmet trend chasers and young social groups, the project creates differentiated dual-sensory appeal of vision and taste. The highly photogenic and aesthetically unified scene stimulates massive UGC sharing and community planting across social platforms. Through the innovative cross-border combination of high-end beauty and trendy snacks, Valentino Beauty successfully expands its audience boundary, strengthens public recognition of its autumn-winter chocolate color system, upgrades the brand’s youthful and trendy temperament, and completes a complete marketing closed loop covering new product preheating, circle traffic aggregation and brand aesthetic value dissemination.

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