And relax…Tatcha introduces Forest Awakening, a new virtual store powered by Emperia

Tatcha is launching a new virtual store, powered by the Emperia platform.

The aim, according to a press release, is to “immerse guests in the tranquil scents and sounds of the Japanese hinoki forest while introducing them to the new Forest Awakening collection and educating visitors about the benefits of forest bathing”.

Forest bathing, also known as shinrin-yoku, the ritual of connecting to nature through the senses, has become a common medical treatment prescribed by Japanese physicians for its many immunity and mood boosting powers.

Starting with a calming walk through the Hinoki forest, visitors are immersed in the sounds and sights of the traditional Japanese outdoors, leading to an onsen, a Japanese wellness resort, consisting of several rooms, all engulfing the user in the Tatcha Hinoki experience, allowing the user to move freely, explore products, learn about them and shop.

The Ritual Space provides visitors with a step-by-step beauty regime.

The Best Seller Space presents Tatcha’s products and teaches visitors about their ingredients and origins; the Spa Space presents the new Forest Awakening collection around a traditional Japanese hot tub.

Visitors who choose to venture back into the outdoors can pass by the hot springs and reach a tea ceremony, taking place in a calming outdoor hut.

“Virtual stores are becoming an extension of the brand, one that allows retailers to tell a story, like no other media could,” says Olga Dogadkina, Co-founder and CEO at Emperia.

“The Tatcha experience is both immersive and educational, allowing visitors to learn, experience and shop for products, all while being surrounded by the brand’s native environment, deepening brand familiarity and shopper loyalty, from the comfort of their home.”

The virtual store, available here, is accompanying a Los Angeles pop-up experience, called Forest Exhibit, centred around a guided 4D forest bathing experience, led by Japanese zen monk and Tatcha Global Well-being ambassador Toryo Ito, that will immerse guests in the tranquil scents and sounds of the Japanese forest, open to the public from 17th-19th February.