Water you're waiting for

SEOUL — Korean actress Song Hye Kyo walks into the room, her gait slow and steady but her head slightly bowed. She doesn’t smile at the press, some of whom have flown a few thousand miles, partly to see her; she doesn’t make eye contact. Her bodyguards forbid photos as she walks to the stage. When she gets there, however, Song, endorser for Korean skincare brand Laneige — and possibly one of the prettiest faces in Korea — lifts her chin, looks straight into the audience and, even without saying anything, already dazzles.

It doesn’t matter that the regional Asian press can barely keep up with the all-in-Korean, question-and-answer repartee she has with the translator. Or that she was onstage for barely 10 minutes. Even if she didn’t say anything, it was pretty obvious that Song Hye Ko and her skin are well taken care of.

Sleeping away

Song being the endorser for Laneige has worked well for both camps. Her translucent, porcelain-like skin, set off even more by huge doe-like eyes and a delicate bone structure truly makes for great advertisement. In return, Song, who works late nights filming shows and frequently air travels, gets to use some of the best skincare products for Asian skin. “All skin problems occur from lack of moisture. If the skin holds moisture inside enough, there isn’t any problem due to hot spotlight, sunlight and other elements. I always try to keep ideal skin balance during irregular film schedule,” says the 29-year-old who starred in Koreanovela hits such as Full House and Autumn in my Heart.

Water rich: Laneige introduces a new Advanced Water Science technology in its Water Bank line. This new technology promises intense hydration for up to 24 hours.

“Though deep sleep is the best skincare solution, I use Water Sleeping Pack during short sleeping hours while I am on a film-making schedule,” she adds, referring to one of Laneige’s most sought-after products, the Water Sleeping Pack, which is a light gel-type cream that rejuvenates and intensely rehydrates the skin while sleeping or in deep relaxation. This cream is also a favorite when she’s traveling on a plane, where the stale air can do serious dehydrating damage to the skin.

“I try to drink water as often as possible,” Song also reveals of her skincare essentials. Now, however, she complements the water ingestion by using a water-rich product on her skin, particularly Laneige’s Water Bank Essence, one of the main inventories in the brand’s new Water Bank range.

The wonders of water

Since it established in 1994, Laniege’s concept for excellent skin has always been basic: hydration through water. Laneige literally means “snow” in French, and the brand has always been inspired by the crystal clear quality of snow crystals in reference to translucent skin. Water, being the “final destination of snow,” is not only seen as the source of life but possibly the most important factor in achieving this kind of snow crystal-clear, snow crystal-radiant skin.

What dreams are made of: Song Hye Kyo, whose heavy schedules affords her erratic sleeping hours, is also a fan of the Water Sleeping Pack. This bestselling product is also great for frequent travelers.

In 2008, the brand actually used the moisture particle-filled waters from the Himalayan icecaps as an active ingredient for their Hydra Solution line, already an intensive, moisture-boosting range that worked even in the harshest Korean winters.

Two years later, in 2010, Laneige realized that there are more possibilities to water, even if it’s not taken from the Asian version of the Alps. Their new Advanced Water Science technology, which went into the creation of the Water Bank line, promises hydration more intensive than anything Laneige has injected in its previous skincare products. It’s hydration they say can last for even 24 hours.

Song is a huge fan, noting that the Water Bank Essence, a light formula recommended for all skin types, “not only gives moisture to my skin but also protects its moisture balance. I like how elastic my skin is after using it.” She’s also a heavy user of the Water Bank Mineral Skin Mist. Unlike the Water Bank Essence, Moisture Cream (for dry to normal skin), Gel Cream (for combination to normal skin) and Eye Gel that is now available in Asian markets, however, the rest of the region will have to wait until 2012 to experience the instant hydrating potential of the mist. Either that or start stocking up buys from Korea.

Considering Laneige’s reputation both within and outside of Asia, no one will think you crazy.

* * *

The new Water Bank line is available at Laneige shops in SM Mall of Asia and Shangri-La Plaza Mall.