LANEIGE reveals new face for brand as Song Hye Kyo moves to Sulwhasoo

LANEIGE has revealed Korean actress You-Jung Kim to be its next ambassador after a decade of working with hallyu star Song Hye Kyo. This comes as Song moves on to become the next ambassador of Sulwhasoo, which also falls under AmorePacific, the parent company of LANEIGE. The move was confirmed by Song in a recent Instagram post.

“I am so grateful for the amazing 10 years with relationship LANEIGE built over trust and love! And now I am excited to start this new journey with Sulwhasoo,” Song said in the post.

Song was most recently known for her role in Korean drama series “Descendants of the Sun”, where she played the female lead role. In 2016, Song and LANEIGE garnered media attention after makeup worn by Song during one of the show’s episodes sold out and became a bestseller during the March period.

In a statement to Marketing at the time, Doreen Chia, then-brand manager of LANEIGE Singapore, shared the positive impact the Korean drama had on their brand awareness and products. This translated into boosting sales and expanding their customer base to reach those who have never used its products.

Speaking about Kim’s new appointment as a brand representative, a LANEIGE spokesperson said that Kim’s image fits well with LANEIGE’s vision to “unleash the sparkling beauty within every young woman”. She will also be joining another Korean actress Lee Sung Kyung in modelling for the beauty brand.

“You-Jung Kim is expected to show great synergy with the brand’s young and trendy image,” the statement said.

Kim gained recognition following her lead role in Korean drama series “Love in the Moonlight”. She is also known for her previous roles as a child actor in films and dramas such as “Moon Embracing the Sun” and “Angry Mom”.