薇诺娜 × 全红婵|「特护冠军之夜」

薇诺娜 × 全红婵|「特护冠军之夜」

2026年10月18日

上海 EKA·天物

项目传播

项目现场

薇诺娜 × 全红婵「特护冠军之夜」是皮肤学级敏感肌护肤品牌薇诺娜落地上海 EKA・天物的新品发布盛典，活动于 10 月 18 日晚间举办，核心为特护水乳新品首发暨代言人全红婵线下亮相，项目依托薇诺娜十余年深耕国人敏感肌修护的品牌积淀，联动奥运跳水冠军全红婵，以 “压得住水花，更压得住敏感” 为核心叙事，将跳水运动场景与肌肤修护需求相结合，挖掘水上训练环境带来的肌肤泛红干痒痛点，完成专业护肤产品与冠军精神的价值绑定。

空间造型改造 EKA・天物旧厂房原生工业基底，以水元素作为贯穿全场的视觉线索，主舞台采用大面积通透水景装置、水波纹动态光影与品牌标志性红白色视觉体系，打造虚实交织的沉浸式秀演空间；场地划分为主发布舞台、产品科研展示区、水花主题打卡区、肌肤体验测试区，以跳水十米台、水花艺术装置作为视觉符号，把赛场的力量感融入护肤的柔和质感。

制作层面融合工业厂房原生结构与装配式水景模块，利用全息投影、动态水幕光影模拟跳水入水瞬间，产品展柜采用低反光医用级材质，搭配成分可视化陈列装置，直观呈现青刺果 PROMAX 修护成分，灯光体系兼顾直播镜头适配与现场氛围感，兼顾线下观演与线上直播双重视觉输出。

活动期内容包含新品发布演讲、全红婵现场访谈、护肤科研分享、现场肌肤测试体验，线下邀约美妆媒体、护肤 KOL、核心会员到场，同步开启全网多平台现场直播；前期通过楼宇梯媒、社交媒体预热官宣代言人，活动现场产出访谈片段、舞台大片、打卡素材，线上释放短视频、图文种草内容，粉丝自发产出 UGC，线下盛典作为核心内容源头持续反哺社交传播，形成官宣预热、线下盛典、长尾种草的完整营销链路。

项目意义在于跳出传统美妆发布会单纯产品宣讲模式，借助奥运冠军的国民影响力，把薇诺娜 “皮肤学级修护” 的专业心智传递至大众市场，将产品功效和运动员真实护肤场景绑定，拓宽敏感肌护肤的场景叙事，实现品牌专业形象、新品销售转化与国民情感共鸣的多重价值落地。

Winona × Quan Hongchan “Champion Night for Sensitive Skin Care” is a new-product launch gala held at EKA・Tianwu, Shanghai. Hosted on October 18, the event marks the debut of Winona’s new soothing lotion set and the offline appearance of brand ambassador Quan Hongchan. Built on Winona’s over decade-long expertise in sensitive-skin care for Chinese consumers, the project partners with Olympic diving champion Quan Hongchan. Centered on the theme “Calm the splash, calm skin sensitivity”, it connects diving scenarios with skincare concerns, addressing redness and dryness caused by aquatic training and aligning skincare efficacy with champion perseverance.

The venue repurposes the industrial heritage space of EKA・Tianwu. Water elements run through the whole design. The main stage integrates transparent water installations, rippling dynamic lighting and Winona’s signature red-and-white palette to build immersive visuals. Zones include main launch stage, research display, splash-themed photo area and skin-testing booths. Diving platform and splash art installations bring athletic power into soft skincare aesthetics. In production, prefabricated water modules are mounted onto original factory structures. Holograms and water curtain projections recreate diving entry moments. Product showcases use low-reflection medical-grade materials with ingredient visualization displays for PROMAX Prinsepia utilis extract. Lighting is tuned for both live audience and livestream camera capture.

The agenda covers keynote speeches, Quan Hongchan’s interview, dermatology sharing and on-site skin diagnosis. Beauty media, KOLs and VIP customers are invited offline, while live streaming runs across major platforms. The campaign starts with ambassador announcement via building screens and social media. Footage, stage visuals and visitor UGC generated onsite fuel short-video and content marketing, forming a full loop of pre-heat, live gala and long-tail conversion. Beyond a typical beauty press conference, the event leverages the national popularity of the Olympic champion to reinforce Winona’s medical skincare positioning. By linking product performance with real athlete skincare challenges, it expands the brand’s narrative of sensitive skin care and delivers integrated value of professional branding, product sales and public emotional resonance.

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