DAY 3回顾｜公众夜场开启，明日精彩继续

图 / 美美上海2026秋季展现场

10月16日，气味上海×美美上海2026秋季展进入第三天，今日两大展会共迎来超7000名观众。随着公众夜场开放，更多香水与美护爱好者来到现场，共同参与这场汇聚全球品牌、创意作品与多元感官体验的盛会。

On October 16, Notes Shanghai × Beauty Shanghai 2026AW entered its third day, welcoming a combined total of 7,000+ visitors. The public evening session brought more fragrance, beauty enthusiasts to the venue for a celebration of global brands, creative expression and diverse sensory experiences.

明天，展会将迎来全天公众日。诚邀您把握最后一天的相聚时光，在上海西岸国际会展中心深入探索心仪的品牌与作品，亲身感受现场的丰富与热烈，与我们一同发现「向上之美」！

Tomorrow, the exhibition will be open to the public throughout the day. Make the most of this final day at the Shanghai West Bund International Convention and Exhibition Center: explore your favourite brands and creations, experience the vibrant atmosphere and discover “Ascending Beauty” with us!

美美论坛×品牌星球Brandstar

聚焦自然与品牌表达

BEAUTY FORUM × BRANDSTAR

EXPLORING NATURE AND

BRAND EXPRESSION

今日，美美论坛携手品牌星球，围绕「自然，如何成为品牌的叙事语言？」展开分享。从藏地的气味与文化，到中国不同地域的自然与生活经验，嘉宾们结合品牌实践，探讨如何将自然与文化资源转化为产品灵感，并通过香气、故事与体验，形成具有辨识度的品牌表达。

Today, Beauty Forum partnered with Brandstar to explore the question: “How Can Nature Become a Brand’s Narrative Language?” From the scents and culture of Tibet to the landscapes and everyday experiences of different regions across China, speakers drew on their brand practices to discuss how natural and cultural resources can inspire products and shape distinctive brand identities through fragrance, storytelling and experiences.

围绕自然展开的讨论，也进一步延伸至品牌的长期建设：如何立足自身的文化与资源，建立独特的创作视角，并与消费者形成持续的联系。这亦回应了本届美美上海「向上之美」的主题——在产品创新与品牌成长的过程中，持续发掘自身价值，形成更深厚的发展根基。

The discussions also addressed long-term brand building: how brands can develop a distinctive creative perspective rooted in their own culture and resources, while building lasting connections with consumers. This echoed Beauty Shanghai’s theme, “Ascending Beauty”—discovering and developing a brand’s inherent value to establish a stronger foundation for product innovation and lasting growth.

图 / 美美论坛现场 Beauty Forum

同日，「了不起的小花园——天猫私处护理全龄守护与标准共建」圆桌论坛聚焦女性不同年龄阶段的私处护理需求。来自天猫与第一财经的嘉宾从平台实践与行业研究出发，围绕全龄护理与行业标准共建展开交流，探讨如何更好地回应女性在不同生命阶段的护理需求，推动私处护理行业向更科学、规范的方向发展。

Also held today, “The Extraordinary Little Garden: Tmall’s Intimate Care Across Life Stages and Collaborative Standard-Setting” roundtable focused on women’s intimate care needs at different ages. Drawing on platform experience and industry research, speakers from Tmall and Yicai discussed care across life stages and the joint development of industry standards. They explored how the industry can better meet women’s evolving needs and advance towards more scientifically informed practices and stronger standards.

图 / 美美论坛现场 Beauty Forum

中外内容创作者展会之选

哪些香气令他们印象深刻

CHINESE AND INTERNATIONAL

CONTENT CREATORS’ PICKS

THE FRAGRANCES THAT

MADE AN IMPRESSION

今日，「中外香水内容创作者的展会之选」特别邀请6位海内外香水内容创作者——Frankgantic @frankgantic、Emelia O’Toole @professor.perfume、Clemence @clemenceccfragrance、Hippotist@hypesompobbk、Gail @闻香喝酒的盖儿、Nelson @纳尔逊羊，从气味上海×美美上海的展会现场，选出令他们印象深刻的香气作品，并分享各自的推荐理由。

Today’s “Fragrance Content Creators’ Picks from Notes Shanghai × Beauty Shanghai” featured 6 fragrance content creators from China and around the world: Frankgantic@frankgantic, Emelia O’Toole@professor.perfume, Clemence@clemenceccfragrance, Gail@闻香喝酒的盖儿, Nelson@纳尔逊羊, Hippotist@hypesompobbk. They selected fragrances that had made an impression on them at Notes Shanghai × Beauty Shanghai and shared the reasons behind their recommendations.

来自不同文化背景的内容创作者，带着各自的嗅觉经验与审美偏好，为观众提供了不同的观察角度。如果您正在安排明天的行程，不妨记下这些作品，到现场亲自试闻，看看哪些也会成为您的展会之选。

Drawing on their individual olfactory experiences, aesthetic preferences and cultural backgrounds, the creators offered visitors a range of perspectives. If you are planning tomorrow’s visit, take note of their recommendations and try the fragrances in person—you may discover some favourites of your own.

图 / 气味论坛现场 Notes Forum 中外香水内容创作者的展会之选 Fragrance Content Creators’ Picks from Notes Shanghai × Beauty Shanghai

金桂奖2026

大众评审现场评选开启

GOLDEN OSMANTHUS AWARDS 2026

LIVE PUBLIC JUDGING BEGINS

今日，金桂奖2026大众评审现场评选正式开启。来自各行各业的香水爱好者报名成为大众评审，带着各自的嗅觉经验认真试闻、比较与记录，通过盲测体验参评作品、独立评分，与专业评委共同参与年度荣誉的评选。

Live public judging for the Golden Osmanthus Awards 2026 officially began today. Fragrance enthusiasts from all walks of life joined as Public Judges, drawing on their individual olfactory experiences to smell, compare and take notes. Through blind testing and independent scoring, they contributed alongside the professional judges to the selection of this year’s award winners.

图 / 金桂奖2026现场评选 GOA 2026 Live Public Judging

作为兼顾专业高度与市场广度的行业奖项，金桂奖的评审团由专业评委与大众评审共同构成。专业评委以行业经验与专业知识评估作品的创作水准；由消费者组成的大众评审则从真实的嗅觉感受与个人体验出发，为参评作品评分，让不同的审美偏好与使用体验得到充分表达。专业判断与大众感受相互补充，使年度评选既关注香氛创作的专业价值，也重视作品与消费者之间的真实联系。

The Golden Osmanthus Awards combine professional rigour with a broad consumer perspective through a jury comprising professional judges and Public Judges. Professional judges draw on their industry experience and expertise to assess the creative quality of each entry, while Public Judges, drawn from consumers, score entries based on their own olfactory impressions and personal experiences, giving voice to diverse aesthetic preferences and experiences of use. These complementary perspectives ensure that the annual selection recognises both the professional merits of fragrance creation and the meaningful connections between products and consumers.

感谢今日每一位评审的投入与参与。明日，大众评审现场评选将继续进行。

Thank you to every judge who contributed their time and attention today. Live public judging continues tomorrow. 

图 / 金桂奖2026现场评选 GOA 2026 On-Site Judging

一日店长

来与喜爱的博主一同探索

STORE MANAGER FOR A DAY

EXPLORE WITH YOUR FAVOURITE

CONTENT CREATORS

今日，部分参展品牌携手内容创作者展开了数场「一日店长」活动。多位备受大家喜爱与关注的香水博主、美护博主现身品牌展位，化身「一日店长」，与观众面对面交流，一同试闻作品、体验产品，分享各自的偏好与选择。

Today, several exhibiting brands partnered with content creators for a series of “Store Manager for a Day” events. Popular fragrance and beauty creators stepped into the role at brand booths, meeting visitors face to face to explore fragrances, try products and share their personal preferences and recommendations.

从屏幕前的关注，到展位里的相遇，一日店长让品牌、内容创作者与观众之间多了一次直接交流的机会，也为现场选香与产品体验增添了更多乐趣。

Bringing familiar faces from the screen to the exhibition floor, these events created further opportunities for direct exchange between brands, content creators and visitors, making fragrance discovery and product exploration even more engaging.

图 / 一日店长

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