Back in 2004, Jeon Ji-hyeon/ Gianna Jun was selected by Korean cosmetic brand Laneíge as its main model, joining the ranks of Lee Na-young.
Jeon was picked because of her “lively, healthy and irresistibly attractive” image.
Jeon’s representation came under the slogan Everyday New Face!, which is in sync with the brand’s efforts to meet the needs of young women who seek something fresh and new everyday.
Laneíge, which is under the Amore Pacific umbrella, believes that Jeon is a trendsetter with an image that aptly represents women in their 20s – the main consumers of Laneíge products.
“As an actress, I’m flattered that people say I’m pretty. However, I feel awkward agreeing to that statement,” Jeon is quoted in a Laneíge press release.
“I’m trying not to be too proud about being chosen as a model in case everything around me disappears. I always think that I’m not there yet and lack something in order to push myself to do better,” she added.
The latest Laneíge campaign headed by the My Sassy Girl star is The Secret of Snow Crystal range. (Advert for Snow Crystal Dual Foundation below).
Since Laneíge means “snow” in French, the make-up line bases its various products on the different forms of snow – from the crystalline snowflake to melted “crystal” water.
Jeon, who will be debuting in Hollywood this year in director Chris Nahon’s Blood: The Last Vampire, will cease to represent Laneíge in Spring.
From July 2008 onwards, Korean beauty Song Hye-kyo will replace Jeon as the face of Laneíge. The Hwangjiny actress is set to represent the brand’s Snow Spring Collection: Snow Bloom.
Pics credit: Laneíge International