Top star, Song Hye-kyo became the face of Laneige in 2008 after the 'CF Queen', Jeon Ji-hyeon.
The 'No.1 Beauty' Jeon Ji-hyeon brought a rapid success to Laneige when she worked as their main model for last 4 years from January 2004. As the main model for 'Laneige' (Open the link), Jeon Ji-hyeon brought out various aspects of her beauty from purity to sexy while appealed to the audience with her friendly image. She maximised the image of "The woman to be followed".
Laneige released a new make-up set called 'Snow Crystal' last year to promote a reformation. Its spokesman said, "In order to change our present image and to successfully launch a new marketing scheme as a "Young Premium Brand" we decided to change our main model".
The experts explained that if the "Perfect body" Jeon Ji-hyeon attracted the consumers with her mystic atmosphere, the attractive point for "Doll-faced" Song Hye-kyo is her milky-white skin and enchanting eyes, the best features for a beauty model. In addition, "Recently, Song Hye-kyo looks more sophisticated and chic, closely matching with the image the Laneige wishes to promote. She will attract many Asian women who wish to be like her".
Meanwhile, Song Hye-kyo completed the first set of photo shoots at a certain studio in Seoul Kang-nam. She was praised by many for bring out various facial expressions suitable for the product at every possible angles.
Highlight & translated at http://www.hancinema.net/jump.php?id=12123
Source:http://news.media.daum.net/entertain/broadcast/200801/15/donga/v19610482.html
