■ The appointment of a Hollywood superstar enhances the image of ISA KNOX.

■ The filming of a commercial for Wrinkle Decline Essence in the U.S. has been completed, and is scheduled to be aired as of October 15.

▣ LG H&H selected Jessica Alba, a Hollywood star, as a new model for ISA KNOX and signed a one-year contract with her. Her contract is one of the highest-paying in the industry.

▣ Jessica Alba, one of the top stars in Hollywood today, is an actress who reached stardom through her roles in Dark Angel and Sin City. She already has a large fan base in Korea.

▣ An official at LG H&H said, “Jessica Alba has the typical qualities of a Hollywood star. At the same time, she is wrapped with a mysterious sense of the East that is handed down by her parents. Her exotic and sophisticated appearance fits the image IXA KNOX is pursuing.”

▣ISA KNOX filmed a television commercial starring Jessica Alba in the U.S to coincide with the launch of Wrinkle Decline Dual-Effect Essence, an anti-wrinkle product. The commercial will be aired for the first time on October 15. Jessica Alba is scheduled to come to Korea January of next year and participate in various events.

▣ Jessica Alba was born in California in 1981 to a French-Dutch mother from Florida and a Mexican father from California. She is currently one of the hottest new stars in Hollywood. She recently starred in Into the Blue, an aquatic action movie that will be released in Korea in November. It will surely win over even more Korean fans

▣ Since its launch in 1995 as a brand specializing in functional products, ISA KNOX has been a long-selling brand representing LG H&H. From the brand’s inception, foreign models have been selected in order to maintain its premium image, and it is steadily gaining popularity among women. Last year, Amanda Hearst, heiress of the William Randolph Hearst media empire, was selected as a model for ISA KNOX.

▣ Jeong-hyun Shin, a brand manager at LG H&H ISA KNOX, said, “ISA KNOX plans to more actively engage in PR activities through Jessica Alba and solidify its position as a major functional cosmetic brand.”