Popular luxury K-beauty brand Laneige is about to launch its first immersive virtual store, due to its partnership with experiential commerce firm Obsess, company representatives told WWD.

The hydration skincare company is ready to announce the launch sometime on Tuesday. One draft of the discharge seen by WWD highlights features comparable to exclusive behind-the-scenes content with actress Sydney Sweeney, in addition to the brand new Water Bank Blue Hyaluronic collection.

When it comes to the environment, shoppers can expect to see a five-room layout decked out with animations, 360-degree video, gamified features and integrated checkout. The shop’s themed multiroom setup allows the brand to deal with specific skincare collections.

“The virtual store is a strong customer engagement tool that may allow shoppers to dive into Laneige’s unique scientific expertise and entertaining digital content, while also helping them select the fitting product for his or her skin needs, including our bestselling Water Sleeping Mask and Lip Sleeping Mask,” Julien Bouzitat, chief marketing officer of Laneige parent company AmorePacific US, is quoted as saying.

One room designed as an underwater world was designed to showcase its Water Bank Blue Hyaluronic Collection, while one other, titled “Dreamland,” is forged as a floating cloud to highlight the sleeping mask category. “Carousel Candyland” is themed for its number-one lip treatments. The Laneige Lab informs guests about ingredients, and the “On Set with Sydney” room features actress Sydney Sweeney, with exclusive behind-the-scenes video from the Laneige spokesperson’s photo shoots for the brand.

Visitors can wander the rooms and look at content, take a skincare quiz for custom product recommendations or go on a scavenger hunt to attain free products with purchase.

The trend of virtual storefronts — visually oriented, immersive online shops built on augmented, virtual or mixed-reality platforms — preceded the once-hot, but now waning metaverse trend, though it benefited from the metaverse hype. The last two years saw an accelerated push for 360-degree shopping experiences, and Obsess has been among the many retail tech firms at the guts of development, working with brand partners comparable to Charlotte Tilbury, Fendi, Christian Dior, Vacheron + Constantine, Mytheresa and more.

“Virtual stores are scaling rapidly in each brand and consumer adoption, and data from the 85 million+ user interactions which have happened on the Obsess platform proves that these interactive stores increase customer engagement and buy behavior,” explained Neha Singh, founder and chief executive officer at Obsess.

“We’re thrilled to partner with Laneige on this immersive e-commerce store, which brings 3D shopping to a recent generation of consumers who’ve grown up with gaming.”