THE WHAT? Shilla Duty Free and Estee Lauder have teamed up to host a virtual beauty class. Held in honor of the launch Lauder’s Advanced Night Repair Rescue Solution Serum, the online tutorial was posted on both Shilla’s website and its YouTube channel.

THE DETAILS Pulse News reports that the Korean retailer teamed up with Vive Studios to create a virtual studio background and compere, named Shillala. The session featured skin care lessons, Q&A sessions and live chat. The broadcast was also available in Chinese.

THE WHY? The masterclass was part of Shilla’s wider marketing mission to create rich content for its website. It has collaborated with La Prairie and Burberry Beauty in the past.