A Korean cosmetics brand popular in Singapore, Laneige, has a new face to represent it - Song Hye Kyo. While she is best known for her cutesy performance in the 2004 hit Korean drama Full House, she is now breaking away from her demure image for more daring roles.

Dewy-faced, pouty-lipped Song, 26, replaced Korean A-lister Jeon Ji Hyun as the new brand ambassador in February.

Song, who surprised fans by playing a seductive Korean geisha in a movie last year, told Urban that she sees being the new face of Laneige as a chance to expand her horizons and move towards a more mature image.

She said in an e-mail interview last month: 'This is a good opportunity for me to show the change in my image... I am currently trying to match my image to Laneige's.

'I want to look more fashionable and beautiful with Laneige.'

The brand is available in 10 countries besides South Korea, including Vietnam, Russia and Singapore.

Laneige, which is Korea's leading cosmetics brand, says Song 'personifies the Laneige brand with her pure and translucent beauty'. She fits the image of the 'Laneige woman' - 'stylish, trendy and chic', as well as 'one who takes care of her skin'.

However, despite Laneige's emphasis on her womanly attributes, she laments that she is best known for her 'girly' image.

Roles that contributed to that include that of cheery high school student Su Eun in her 2005 debut movie, My Girl And I.

And, of course, in drama series Full House, she played aspiring novelist Han Ji Eun, alongside Korean star Rain (who was once rumoured to have dated Song after her break-up with another heartthrob, Lee Byung Hun).

A change of direction came last year with her geisha role in Hwang Jin Yi, for which she won Best New Actress at the sixth Korea Film Awards.

She was also cast as the lead in Hollywood indie film Fetish last year. She wrapped up filming for it in January.

Laneige, which set up shop here in October 2003, now has seven counters at BHG Bugis, Isetan at Tampines, Orchard and Katong, Metro at Paragon, Robinsons at Raffles City, and Tangs, VivoCity.

Prices range from $26 to $99 for its skincare range and $22 to $55 for its make-up line. Bestsellers include Laneige's Perfect Renew Dual Touch Eyes ($99) and Strawberry Yogurt Pack ($42).

On May 16, Laneige will launch a new skincare range for men, Laneige Homme. It will be available exclusively at Robinsons Raffles City for the first week, hitting other counters on May 23.

The line has five products priced from $26 to $52, including Fresh Cleansing Foam ($26) and Aqua Active Sleeping Pack ($30).

BEAUTY TIPS FROM THE GOOD-LOOKER

Want to have Song Hye Kyo's flawless skin? Here are some of her make-up tips for you to pore over.

» One beauty product she says she cannot live without is Laneige's Water Bank Essence (Photo 2, $70), a concentrated moisturising essence that also prevents ageing.

» She uses peach-coloured lipstick at the end of her make-up routine to create a 'fresh and vital' look. She also pumps up her eyelashes with mascara to make her eyes look larger.

» She always uses lip balm with UV-protection to prevent chapped and sunburnt lips.

» One of her favourite Laneige products is its Snow Crystal Dual Foundation (Photo 3, $55), a liquid foundation and concealer in one that hides imperfections.

» Despite her busy schedule, she makes it a point to get plenty of rest to keep her skin in tiptop condition. She says: 'Devoting myself (to my job) when I'm working, and resting well during days off, is one of my life's mottos.'

» The star drinks lots of water to prevent her skin from drying out. Her tip: 'Begin your day by filling your empty stomach with two glasses of water and drink more than 1.5 litres of water every day.'

» To stay slim, she avoids fast food and soft drinks. She also exercises at least four times a week, performing stretching exercises for 20 minutes before and after her workouts. She also does stretching exercises after dinner, every day.

» When she is filming she uses 'skincare products that help to keep her skin in its best condition'. One such product is Laneige's Water Sleeping Pack (Photo 4, $45), a leave-on gel mask applied before going to bed to moisturise the skin and protect it from damaging environmental factors.

This article was first published in Urban, The Straits Times on May 1, 2008.