羽西35周年庆典暨VITALITY平台与「先锋」系列发布

羽西 YUE-SAI（欧莱雅集团）｜35 周年庆典暨 VITALITY 平台、「先锋」系列发布｜2026 年 11 月 3 日｜上海 上海展览中心友谊会堂

羽西把 35 周年庆典放在上海展览中心友谊会堂。这座 1950 年代建成的苏式建筑群，中庭挑空高、柱式为骨架，本身就是上海少数还能承载「仪式感」的室内场地之一。对一个 1990 年创立、1992 年在上海第一百货开出首个专柜的品牌来说，选址本身就是一种自我定位：不是在商场中庭做一场快闪，而是在一座有年代感的公共建筑里，把 35 年摊开来讲。

入口的处理最直接。红色天鹅绒幕布从两侧垂到地面，中间留一道拱门，门上方是发光的 YUE-SAI 灯箱——红色不是装饰色，是品牌从 1992 年用到今天的识别色。观众穿过这道门才算进入会场，动线被一层布压成一条通道，前后的空间关系被刻意做窄了。

真正的主展项是一组 1:1 复刻的橱窗。1992 年 9 月，羽西在上海第一百货商店开出首个专柜，首日刷新销售纪录；35 年后，这组橱窗被原样重建在会场里——深红色展台、玻璃罩、当年那批产品的排列方式，台面上标着「1992」，旁边复刻了当年在售的单品名：保湿乳、洁面液、收敛水、粉底霜。它不是一个怀旧布景，而是一件按原尺寸、原陈列逻辑复刻的展具，观众可以走近、绕行、从侧面看它。

会场后段是发布环节。友谊会堂的礼堂做了红色幕布背景，品牌创始人靳羽西、欧莱雅集团首席执行官叶鸿慕、欧莱雅集团高档化妆品部总裁 Cyril Chapuy 与欧莱雅北亚及中国管理团队到场。发布内容包括两条：全新品牌平台 VITALITY（生命力），主张「美，自有生命力」；以及首次推出的高端线「先锋」（Pioneer）——以中式大漆为设计语言，首批是无龄霜与柔雾小薄饼粉饼，由欧莱雅中国研发和创新中心研发。

从空间与传播的关系看，这场庆典用「一个橱窗」承担了大部分叙事：品牌历史不需要靠讲，观众走进去就看见了 1992 年的陈列；而新平台与新产品的发布则放在同一栋建筑的后半段，形成「回望—向前」的空间顺序。对国货美妆的高端化来说，这是一种把时间做成展具的做法。

YUE-SAI held its 35th anniversary at the Friendship Hall of the Shanghai Exhibition Center, a 1950s Soviet-influenced complex whose high central void and colonnade remain one of the few interior spaces in the city able to carry a formal occasion. For a brand founded in 1990 and first sold through a counter at Shanghai's No.1 Department Store in 1992, the choice of venue was itself a positioning statement: not a pop-up in a mall atrium, but a public building with a sense of period, used to lay out 35 years.

YUE-SAI was created in 1990 as the first foreign-invested cosmetics company in China. By 1992 it was selling through more than 800 outlets at once, and within four years it had become the country's leading beauty brand. It joined L'Oréal in 2004, and the group has since treated it as the vehicle for a China-first strategy in the luxury beauty division.

The entrance set the tone. Deep red velvet drapes fell to the floor on both sides, leaving a single archway in the middle, with an illuminated YUE-SAI light box above it. Red here is not a decorative accent but the identity colour the brand has carried since 1992. Guests entered through that arch, so the route was compressed into a corridor and the spatial sequence was deliberately narrowed before it opened out.

The centrepiece was a full-scale reconstruction of the original counter window. In September 1992 YUE-SAI opened its first counter at the No.1 Department Store in Shanghai and broke the store's first-day sales record; 35 years later the window was rebuilt inside the hall at one-to-one scale, with deep red plinths, glass cases and the original product arrangement, marked 1992 and labelled with the items sold at the time: protective moisturiser, gentle cleansing liquid, skin lotion and cream foundation. It read less as a nostalgic set and more as a piece of exhibition furniture rebuilt to its original dimensions, something visitors could walk around and inspect from the side.

The launch took place in the hall's auditorium, against a red curtain backdrop. Founder Yue-Sai Kan, L'Oréal Group Chief Executive Nicolas Hieronimus, Cyril Chapuy, President of L'Oréal Luxe, and the North Asia and China management team attended. Two things were announced: VITALITY, a new brand platform built on the line "beauty has its own vitality", and Pioneer, the brand's first high-end line, designed around Chinese lacquer art and developed by the L'Oréal China Research and Innovation Center, starting with a firming cream and a soft-matte pressed powder.

Read as a spatial argument, the event let one window carry most of the narrative. The brand's history did not need to be explained; visitors walked in and saw the 1992 display. The platform and product launch were placed in the later half of the same building, so the route ran from looking back to looking forward. For Chinese beauty brands moving upmarket, it is a way of turning time itself into an exhibit.

The products carry the message further. The firming cream keeps the brand's classic oval jar and takes its surface from lacquer, and the formula combines a 30 percent pro-xylane solution with dual lifting peptides and an NAD+ reactivation matrix. The pressed powder, shaped after founder Yue-Sai Kan's signature bob, is talc-free. Both were developed at the L'Oréal China Research and Innovation Center specifically for Chinese skin, which is the argument the brand is making for its move upmarket.

The venue also solved a practical problem. A hall of this scale can hold several hundred guests, a stage programme and a display zone without the display competing with the speeches, and the two halves of the evening could run in sequence rather than in parallel.

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