Laneige was introduced in September 1994, with a skin care collection entitled UV Green.[5] Under the campaign "Laneige Protects Women", emphasizing the line's "skin immunity" properties, Laneige selected actress Lee Yoo-ri and talent Kim Si-won to represent the brand. Despite its success, Laneige found that, contrary to its image, consumers perceived the brand to be slightly mature.[5] In July 1995, actress Kim Ji-ho became the third face of Laneige.