轻“妆”出逃！ INTO YOU×TUNEE GOODS「玩色农场」联名上新

龚作仁 2026-08-28 19:36

龚作仁 2026/08/28 19:36

邦小白快读

全文速览

本次INTO YOU携手治愈系IP TUNEE GOODS推出「玩色农场」联名彩妆系列，主打轻妆、轻装备，适配短途漫游、城市微度假等出行场景，核心干货信息如下：

1. 核心产品为两款精华唇釉：冻冻唇釉是水润镜光质地，含48%水精华基底，不沾杯不拉丝，三个色号对应不同番茄熟度，适配通勤、约会等不同场景，深浅唇都能找到合适选项；绒绒唇釉是绒雾哑光质地，搭载锁绒技术解决拔干问题，三个色号分别适配暖皮、橄榄皮等不同肤色，两款唇釉都搭配了专用刷头，还加入养护成分兼顾妆养。

2. 系列还包含升级款气垫腮红、双头遮瑕液、多功能面综盘，覆盖全脸妆容需求，还推出了限定礼盒搭配萌趣周边，兼具实用性和趣味性。

INTO YOU本次联名营销玩法，贴合当下彩妆消费趋势，给诸多品牌提供了可参考的品牌建设经验，具体如下：

1. 联名营销跳出行业常规的LOGO简单叠加模式，深度融合IP特质，将TUNEE GOODS的田园治愈气质，和品牌自身深耕色彩的基因结合，把IP元素融入产品色彩灵感和设计，传递卸下精致束缚的品牌理念，不止做单次上新曝光，更注重沉淀长期品牌资产，累积用户好感。

2. 精准贴合当下年轻人户外微度假的生活趋势，主打轻妆定位，不止卖产品，更提供契合用户需求的情绪价值，不追逐短期泛流量，深耕垂直圈层，逐步加深用户的品牌色彩心智，把产品货架升级为承载年轻人生活态度的情绪货架，走长期品牌建设路线。

3. 采用常规单品加限定套组的发售模式，搭配定制周边强化限定感，提升品牌话题性和用户分享欲。

INTO YOU本次联名上新，给彩妆卖家带来了很多选品、运营层面的参考和机会提示，核心干货如下：

1. 可以清晰看到当下彩妆消费需求的变化：用户不再一味追求厚重精致的全妆，反而偏好适配出行场景的轻妆产品，同时越来越看重产品带来的情绪价值，卖家可以瞄准轻妆出行、户外微度假这个增长方向调整选品结构。

2. 联名运营模式可学习：跳出传统IP联名只蹭流量的思路，深度结合IP特质做产品开发，打造差异化记忆点，更容易打动年轻用户，累积用户对店铺的好感。

3. 产品开发可参考细分思路：针对不同肤色做色号定制，满足暖皮、冷皮、橄榄皮、深肤色等不同群体的需求，覆盖更多用户；推出限定套装搭配周边，可以有效提升客单价，也更容易引发社交传播。同时要注重做长期圈层运营，不要只追逐短期泛流量。

本次INTO YOU联名新品的开发方向，给彩妆工厂带来了产品生产设计、业务拓展层面的诸多启示，具体如下：

1. 产品开发要贴合最新消费需求：当下用户越来越要求彩妆兼顾妆效和养护，本次新品唇釉就加入了高阶养护胶原泵体系，复配丰唇肽与胶原蛋白，满足妆养双重需求，工厂在配方研发阶段需要顺应这个趋势做升级。

2. 要适配品牌的细分需求：现在品牌越来越关注用户细分体验，本次新品针对不同质地唇釉设计了不同功能的刷头，针对不同肤色定制专属色号和产品盘，要求工厂可以适配这类细分设计的生产需求，升级工艺满足差异化开发。

3. 业务机会层面：当下彩妆品牌越来越偏好做深度IP联名限定款，这类产品对定制化生产需求高，工厂可以布局灵活的小批量定制生产能力，满足品牌差异化的生产需求，抓住更多联名限定款的生产订单，同时也可以顺应品牌多品类拓展的趋势，提升多品类彩妆的生产能力。

从本次联名活动可以看出彩妆行业的新发展趋势，也能挖掘出品牌客户的新痛点和需求，核心内容如下：

1. 行业发展趋势：彩妆行业已经从单纯的产品功能竞争，转向产品+情绪价值+品牌心智的多重竞争，品牌不再只看重单次上新的流量曝光，更看重营销活动后能沉淀下来的长期品牌资产，IP联名已经从流量玩法变成品牌心智建设的方式。

2. 客户核心痛点：大部分品牌的IP联名还停留在表面，缺乏深度融合IP特质做产品开发和营销叙事的能力，很难把联名优势转化为长期品牌资产，需要相关服务商提供从产品策划到营销落地的整套解决方案。

3. 新需求方向：品牌现在普遍偏向深耕垂直圈层，打造专属品牌心智，需要营销运营服务商提供针对年轻圈层的内容运营、用户运营服务；同时品牌对产品工艺创新要求提升，需要原料、技术服务商提供兼具妆效和养护的新配方、新工艺支持。

本次INTO YOU联名上新，给彩妆平台的招商、运营带来了不少启示，核心内容如下：

1. 招商层面：现在彩妆品牌越来越倾向于打造差异化限定产品，主打场景化和情绪价值，平台可以针对这类创新品牌推出专属的招商扶持政策，吸引注重产品创新和长期品牌建设的品牌入驻，优化平台品牌结构。

2. 运营管理层面：可以顺着当下轻妆出行、城市微度假的消费趋势，打造对应主题的营销活动，整合平台内同定位的产品，精准吸引目标用户，提升流量转化；还可以针对品牌联名限定款的推广需求，设置专属的推广资源坑位，满足品牌的曝光需求。

3. 风险规避层面：要引导入驻品牌避开IP联名同质化的问题，鼓励品牌做深度IP融合的产品创新，打击只有噱头没有产品升级的伪创新联名，避免消耗用户信任，影响平台整体口碑。

本次INTO YOU的「玩色农场」联名活动，体现了中国彩妆产业发展的新动向，在商业模式创新层面有很高的研究价值，核心内容如下：

1. 产业新动向：中国本土彩妆品牌已经走出了早期的价格竞争和流量竞争阶段，进入了品牌心智建设的新阶段，头部品牌不再追逐短期泛流量，转而深耕垂直圈层，通过一次次精准的产品策划，逐步加深用户对品牌的核心认知，把彩妆从单纯的修饰产品，变成承载用户生活态度的情绪载体，实现了从卖产品到卖生活方式的转型。

2. 商业模式创新：IP联名模式已经完成升级，跳出了传统品牌和IP互相蹭流量的短期合作逻辑，变成了沉淀品牌资产的长期运营方式，本次合作将IP特质深度融入产品设计、色彩灵感、营销叙事全链条，实现了品牌和IP的双向赋能，为行业提供了可复制的IP联名新商业模式。

3. 需求变化：本次联名贴合了当代年轻人挣脱生活压力、追求轻松出行的心理需求，将彩妆的功能从修饰转向陪伴，反映了彩妆行业消费升级的新方向，是研究消费需求变化的典型案例。

返回默认

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

INTO YOU has launched the "Fun Color Farm" co-branded彩妆 collection in partnership with comforting IP TUNEE GOODS. The line is positioned around "light makeup, light gear" and tailored for travel scenarios such as short getaways and urban mini-vacations. Key details are as follows:

1. The collection is headlined by two essence lip gloss lines. The Jelly Lip Gloss features a hydrating镜面 finish, formulated with a 48% water-essence base, that is non-smudge and non-stringy. Its three shades correspond to different ripeness levels of tomatoes, suited for different occasions including commuting and dates, and work for both light and dark lip tones. The Velvet Lip Gloss has a soft-matte finish and uses fiber-locking technology to eliminate dryness. Its three shades are tailored separately for warm undertones, olive undertones and other skin tones. Both lip gloss lines come with custom-designed brush heads, and are infused with nourishing ingredients to combine cosmetic benefits with skincare.

2. The collection also includes an upgraded cushion blush, a dual-ended concealer, and a multi-use face palette, covering full-face makeup needs. A limited-edition gift set with cute branded peripherals is also released, combining practicality and fun.

INTO YOU's co-branding campaign aligns with current彩妆 consumption trends, and offers actionable brand-building insights for other brands. Key takeaways are as follows:

1. This campaign moves beyond the industry's conventional simple logo-stacking approach to co-branding, instead deeply integrating the IP's identity. It combines TUNEE GOODS' pastoral, comforting vibe with INTO YOU's DNA of color expertise, weaving IP elements into product color inspiration and design to convey the brand's philosophy of letting go of rigid perfection standards. Rather than focusing only on one-time launch exposure, the campaign prioritizes building long-term brand equity and cultivating user affinity.

2. It精准 taps into young consumers' current lifestyle trend of outdoor mini-vacations with its light makeup positioning. Instead of only selling products, it delivers emotional value that aligns with user needs. Rather than chasing short-term broad traffic, it focuses on deepening engagement with niche target groups, gradually reinforcing users' perception of the brand as a color expert. It transforms a traditional product shelf into an "emotional shelf" that carries young people's life attitudes, following a long-term brand-building path.

3. It adopts a sales model of core permanent SKUs plus limited-edition box sets, paired with custom peripherals to amplify the limited-edition appeal, boosting brand conversation and user willingness to share.

INTO YOU's new co-branded launch offers valuable insights on product selection and operations for彩妆 sellers, as well as highlighting new opportunity areas. Key takeaways are as follows:

1. The launch clearly signals shifting consumer demand in the彩妆 market: consumers no longer prioritize heavy, full-coverage elaborate makeup, instead preferring light makeup products tailored for travel scenarios, while placing growing importance on the emotional value products deliver. Sellers can adjust their product assortments to target the growing "light makeup for travel" and "outdoor mini-vacation" segment.

2. Sellers can learn from INTO YOU's co-branding operation model: moving beyond the traditional approach of using IP co-branding only for traffic, and instead developing products deeply aligned with the IP's identity to build differentiated memorability, which resonates far more strongly with young consumers and builds customer affinity for your store.

3. The细分 product development approach is replicable: customizing shades for different skin tones to meet the needs of warm, cool, olive, deep and other skin tone groups expands your total reach; launching limited-edition sets with peripherals effectively boosts average order value (AOV) and drives social sharing. Sellers should also prioritize long-term niche community operations rather than chasing only short-term broad traffic.

INTO YOU's product development direction for this co-branded collection offers multiple insights for彩妆 factories on product design, manufacturing and business expansion. Key takeaways are as follows:

1. Product development must align with the latest consumer demand: consumers now increasingly expect彩妆 to deliver both cosmetic performance and skincare benefits. The new lip glosses in this collection use a high-end nourishing collagen pump system, formulated with a blend of plumping peptides and collagen to meet the dual demand for color payoff and skincare. Factories need to upgrade their formulation R&D to adapt to this trend.

2. Factories need to accommodate brands' growing demand for细分 user experience: brands now increasingly prioritize tailored experiences for different user groups. For this collection, INTO YOU designed different function-specific brush heads for lip glosses of different textures, and customized exclusive shades and palettes for different skin tones, requiring factories to adapt their production capabilities to support this kind of细分 differentiated design, and upgrade processes to enable customized development.

3. For business development opportunities:彩妆 brands now increasingly favor in-depth, limited-edition IP co-branded collaborations, which carry high demand for customized production. Factories can build flexible small-batch custom production capabilities to meet brands' differentiated production needs, capture more orders for limited-edition co-branded products, and upgrade their multi-category彩妆 production capabilities to align with brands' trend of expanding product lines.

This co-branding campaign reveals new industry trends in the彩妆 sector, as well as uncovers new pain points and needs from brand clients. Key insights are as follows:

1. Industry trend: The彩妆 industry has evolved from pure competition on product function to multi-dimensional competition on product, emotional value and brand equity. Brands now no longer only focus on one-time traffic exposure from a new launch, but prioritize long-term brand equity built from marketing campaigns. IP co-branding has evolved from a pure traffic tactic to a tool for building brand perception.

2. Core client pain point: Most brands' IP co-branding efforts still remain surface-level, lacking the capability to deeply integrate IP identity into product development and marketing storytelling, and struggle to convert co-branding advantages into long-term brand equity. This creates demand for service providers to deliver end-to-end solutions from product planning to marketing execution.

3. New demand directions: Brands now generally focus on deepening engagement with niche target groups to build exclusive brand perception, requiring marketing and operation service providers to deliver content and user operations targeted at young niche communities. At the same time, brands have higher requirements for product and process innovation, requiring ingredient and technology service providers to deliver new formulations and processes that combine both cosmetic performance and nourishing skincare benefits.

INTO YOU's new co-branded launch offers multiple insights for彩妆 platforms on merchant acquisition and operations. Key takeaways are as follows:

1. For merchant acquisition:彩妆 brands now increasingly prioritize developing differentiated limited-edition products centered on scenario alignment and emotional value. Platforms can roll out exclusive acquisition support policies for these innovative brands, to attract brands that focus on product innovation and long-term brand building, and optimize the platform's brand mix.

2. For operations management: Platforms can leverage the current consumer trend of "light makeup for travel" and "urban mini-vacation" to build themed marketing campaigns, aggregate similarly positioned products from across the platform to精准 target core users and improve traffic conversion. Platforms can also set aside exclusive promotional slots to meet the promotion needs of brands launching limited-edition co-branded products, to fulfill their exposure requirements.

3. For risk mitigation: Platforms should guide participating brands to avoid homogeneous IP co-branding, encourage product innovation that deeply integrates IP identity, and crack down on pseudo-innovative co-branding that only relies on marketing hype without product upgrades, to avoid eroding user trust and harming the platform's overall reputation.

INTO YOU's "Fun Color Farm" co-branding campaign illustrates new trends in China's彩妆 industry, and carries high research value for business model innovation. Key insights are as follows:

1. New industry trends: Leading Chinese local彩妆 brands have moved past the early stage of competition based on price and traffic, and entered a new phase of building brand perception. Top brands no longer chase short-term broad traffic, instead focusing on deepening engagement with niche target segments. Through repeated精准 product planning, they gradually reinforce users' core perception of the brand, transforming彩妆 from a simple cosmetic product into an emotional carrier that reflects users' life attitudes, and completing the transition from selling products to selling a lifestyle.

2. Business model innovation: The IP co-branding model has completed an upgrade: it has moved past the traditional short-term cooperation logic of brands and IP just cross-leveraging each other's traffic, and become a long-term operation method for building brand equity. This collaboration deeply integrates IP identity into the full chain of product design, color inspiration and marketing storytelling, delivering two-way value creation for both the brand and the IP, and provides a replicable new business model for IP co-branding for the industry.

3. Shifting consumer demand: This co-branding aligns with young consumers' psychological need to escape daily pressure and pursue relaxed travel, and redefines彩妆's role from a cosmetic product to a lifestyle companion. It reflects the new direction of consumption upgrading in the彩妆 industry, and serves as a representative case for research on changing consumer demand.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

如果一支唇釉的颜色来自农场里刚摘下的番茄，一块腮红的红晕来自藤蔓上的草莓，化妆这件事会不会变得轻松又有趣一些？带着这样的设想，中国彩妆品牌INTO YOU心慕与你近日携手治愈系IP TUNEE GOODS，正式面向全球推出「玩色农场」联名系列。

系列色彩取自田园果蔬与原野自然光，集结全新精华唇釉、气垫腮红二代、双头遮瑕液与面综盘四大新品，并搭配萌趣周边，主张“轻妆”妆容、轻量装备、轻松出行——无论是短途漫游、城市微度假或是郊野漫步，都不必大包彩妆、不必厚重底妆，一身轻便，自在奔赴。

这场联名，是双方气质的双向契合。TUNEE GOODS所传递的田园、治愈、陪伴感，与INTO YOU深耕色彩表达的品牌基因彼此印证：团子家族种下的绒皮土豆，化身为原生哑雾质感的丝绒唇釉；农场鲜榨的熟透番茄，成为镜光唇釉升级的灵感来源。此次合作跳出IP联名仅做LOGO并排叠加的常规模式，而是深度将IP特质融入于产品设计。整场合作的底色，是让彩妆卸下"精致束缚"的角色，回归与自然共生的趣味玩色。

对品牌而言，联名的价值远不止一次新品曝光。INTO YOU更看重的，是这次合作能够沉淀下来的东西：联名独有的限定配色、充满想象力的IP色彩叙事，将在合作落幕后继续留在内容、画面与情感记忆里，成为可以被反复讲述的品牌资产。年轻用户对品牌的好感，往往就是由这样一件件具体的小事累积而成——比起一次热闹的上新，INTO YOU更想要的是这种长久的往来。

此次联名系列的主角，是两款从自然风物中汲取灵感的精华唇釉。

冻冻唇釉借鉴番茄饱满通透的发色与水润质感，用于镜光唇釉的升级：布丁果冻质地，上唇一抹化水；48%水精华基底让镜面轻盈不拉丝，抿嘴不破坏膜感，喝水也不易沾杯。三个色号对应番茄的三种熟度——MS06粉冠番茄，饱和度适中的水粉红色，深唇浅唇均可提升气色；MS07日光番茄，橘彩调和的明亮甜杏色，通勤与约会都合宜；MS08糖渍番茄，经典浓郁的赤茶色，薄涂日常，厚涂增强气场。

绒绒唇釉则以土豆外皮自带的绒雾哑光质感为参照，重构丝绒唇妆新体验：马斯卡彭绵密质地，上嘴即刻柔焦；搭载专属「锁绒」技术，复配丝绒粒子，打造饱满浓郁的绒雾唇；全油基底长效锁水，持妆同时改善拔干问题。VM06杏咖绒薯偏土裸系，是暖皮的显白打底色；VM07烟粉木薯的灰粉调来自马铃薯花，冷感低饱和，适合橄榄皮；VM08红心浓薯是裸棕红茶色，不挑肤色，自带镜头感。

产品在细节设计上同样尽显巧思。两款唇釉分别创新采用“兔尾”与“兔耳”刷头设计：冻冻唇釉的“兔尾”小弧面刷头贴合唇形，帮助镜光膜平整铺展；绒绒唇釉的“兔耳”刷头则利用内圈中凹设计精准取料，微尖顶角便于勾勒唇峰。与此同时，两款质地的精华唇釉均搭载高阶养护「胶原泵」体系，复配丰唇肽与重组胶原蛋白，结合多重精华植萃，兼顾“妆效”与“养护”的双重需求。

唇妆之外，INTO YOU气垫腮红迎来二代升级，推出微光与哑光两大妆效版本，并带来两款联名专属新色。CB15糖草莓是番茄红调的奶油粉，上脸自带鲜活元气感。采用微分子奶霜质地，粉质细腻服帖，妆效如同肌肤本身透出的红润好气色；AM06蜜果核是番薯调的哑光蜜褐，对深肤色友好，可柔和修饰颧骨、山根，提升面部折叠度，塑造自然的立体轮廓。凭借霜转粉技术实现哑雾妆效，上脸柔焦磨皮，妆面干净服帖。

顺着唇颊的色彩往下，联名系列把产品线延伸到了遮瑕与多功能面部综合盘。遮瑕液采用“双头”设计：遮瑕端采用油分散高遮体系，微米级色粉细腻贴肤，高遮瑕却不显厚重；提亮端为油包水轻薄体系，柔焦透光，不易假白。面综盘把眼影、腮红、高光、修容、眉粉五种功能收进，一盘七色，轻松完成全脸妆容。针对不同肤色分盘调配：NW01暖桃棕盘适配暖调、中性肤色，C02冷雾紫盘专为冷调橄榄肤色定制。粉质细腻易晕，新手也能画出干净有层次的妆面。

此次联名系列以三档套组发售，其中「玩色丰收礼盒」集合全系列所有彩妆单品，并附赠贴纸、团子家族萌粒盲盒、团阿熊随身镜与眼影刷等定制周边。礼盒以日历盲盒的形式层层拆开，每一次揭晓，趣味与联名限定感一同抵达。

一直以来，INTO YOU坚持以色彩为核心，持续拓展彩妆产品边界，截止目前，品牌已有品类超520个。此次INTO YOU×TUNEE GOODS「玩色农场」联名系列，更像一次心意的定向投递——品牌不止输出彩妆产品，更提供了情绪价值。借由团子家族在农场里的具体故事，结合当下户外出行与轻旅行趋势，带大家从城市出逃，来到团子家族的农场，把"玩色"这件专业的事，变成一套可触摸、可使用、可分享的产品与周边。

这也是品牌一直以来的路径：不追逐一时的泛流量，而是让每次上新在一个个具体的圈层里荡开涟漪，把独属于INTO YOU的色彩心智，一笔一笔地在消费者心中描深。让产品货架进化为承载年轻人生活态度的"情绪货架"，鼓励当代年轻人挣脱束缚、大胆创新，自在拥抱属于自己的“轻松妆容”。彩妆的意义，也便从修饰，走向了陪伴。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

文章来源：Laborer

FAQ回顾

INTO YOU玩色农场联名系列包含哪些产品？

该系列集结精华唇釉、二代气垫腮红、双头遮瑕液、多功能面综盘四大彩妆新品，搭配萌趣周边发售三档套组，其中玩色丰收礼盒集合全系列单品，还附赠贴纸、团子家族萌粒盲盒、随身镜等定制周边。

INTO YOU玩色农场联名唇釉有什么特点？

该系列分冻冻、绒绒两款精华唇釉，冻冻款含48%水精华基底，镜面妆效不易沾杯；绒绒款搭载锁绒技术，绒雾妆效长效锁水不拔干，两款均配专属刷头，搭载胶原泵养护体系，兼顾妆效与养肤需求。

轻妆出行适合选择什么样的彩妆产品？

可选择主打轻量、多功能的彩妆产品，比如INTO YOU玩色农场系列，该系列主张轻妆理念，无需厚重底妆，多功能面综盘可一盘实现眼影、腮红、修容等全脸妆容，适配短途漫游、城市微度假、郊野漫步等出行场景。

INTO YOU与TUNEE GOODS的联名有什么创新之处？

该联名跳出常规IP联名仅叠加LOGO的模式，将TUNEE GOODS的田园治愈特质深度融入产品设计，从自然风物中汲取产品色彩灵感，沉淀限定配色与IP色彩叙事，打造兼具妆效与情绪价值的彩妆产品。