IU Shines in Colgate Optic White Purple’s New K-Beauty Campaign

Hi Huneybees,

After sharing about Park Bo-gum being named Korea Tourism Organization’s 2025 ambassador, here’s another exciting K-wave update! Colgate-Palmolive has just unveiled a dazzling new campaign for Colgate Optic White Purple, fronted by none other than K-pop’s beloved icon and beauty muse - IU!

IU (who has been winning hearts since her 2008 debut) shared her excitement, saying:
"I’m truly delighted to collaborate with Colgate – it’s a brand I genuinely love."

This is Colgate’s first-ever collaboration with a Korean star on such a global scale, seamlessly weaving oral care into the booming K-beauty movement across 18 Asia Pacific markets. The campaign, which kicked off in August, is making waves through TV, digital, social media, retail, and even out-of-home platforms in countries including Singapore, Malaysia, Thailand, Australia, and more.

"We are thrilled to collaborate with IU, the Queen of K-pop, in a partnership that’s set to inspire beauty lovers across Asia and beyond. IU truly embodies K-beauty, and now she’s letting fans in on the secret behind her radiant smile – Colgate Optic White Purple." --- Samir Singh, EVP Marketing at Colgate-Palmolive Asia Pacific.

What makes this collaboration extra special is that it’s not just about ads; it’s designed as a gift to IU’s fans - UAENAs. Expect to see exclusive product packs, collectibles, behind-the-scenes content, and of course, IU’s personal endorsement of Colgate Optic White Purple as her ultimate beauty hack for a whiter smile. 

"K-beauty is famous for its viral beauty hacks, but teeth have often been left out of the conversation. By positioning Colgate Optic White as IU’s beauty secret, we’re giving oral care a whole new place in the beauty routine." --- Daniel Cullen, APAC Executive Director at WPP CP, summed it up perfectly.

Whether you’re catching the teasers on Instagram and TikTok, unboxing the exclusive GWP packs, or watching the full campaign film, one thing’s for sure - purple is the new must-have beauty hack! 💜 

You can watch the full campaign film and discover IU's beauty hack for a whiter smile here and catch the teaser on Instagram and TikTok. Don't miss the GWP reveal and unboxing video on Instagram and TikTok too!

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