Shine is the latest device in LG’s premium Black Label series, which began so spectacularly with the Chocolate last year. The new phone is a full-metal bodied slider with expandable memory (MicroSD card), MP3 player and auto focus camera by Schneider Kreuznach. When closed the screen defaults to a mirror. On opening the screen comes to life and the keys are underlit with a blue light.

Shine is already a hugh hit in Korea, where it has sold more than 200,000 since November 2006, and still sells over 3,500 units a day. Like for like, this is better than Chocolate at the same stage.

LG clearly believes Black Label is transforming its brand image and helping it move into the top tier of mobile manufacturers. Its launch is being supported with a campaign fronted by the illusionist David Blaine.

Mr. Chang Ma, VP of LG Mobile’s marketing strategy team, said: “As the second handset in the Black Label series, there will be comparisons with LG Chocolate which was the phone of 2006. While Chocolate undoubtedly established LG as a force in the design-led mobile sector, Shine offers a completely unique proposition, appealing to a wider audience with a different aesthetic and technological attraction.