Colgate-Palmolive recently unveiled a landmark campaign for Colgate Optic White Purple, featuring global K-pop superstar and beauty icon IU.
This marks the first time a Korean celebrity has been tapped for a Colgate campaign of this scale, integrating oral care into the thriving K-beauty landscape across 18 Asia Pacific markets.
“We are thrilled to collaborate with IU, the Queen of K-pop, a partnership poised to make a significant impact with beauty enthusiasts across Asia and globally,” said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific.
“As leaders in the Oral Care category, we are using the success of Optic White Purple to position toothpaste and oral care serums as beauty essentials. IU embodies the essence of K-beauty, a cultural force defining new trends in beauty across the world, now reveals the secret behind her smile — Colgate Optic White Purple,” Singh added.
Launched in August, the high-profile campaign spans TV, digital, social media, retail, and out-of-home channels in Australia, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, New Zealand, the Philippines, Singapore, Taiwan, Thailand, Vietnam, and Macau.
IU, who debuted as a singer in 2008 and has since become one of Korea’s most celebrated multi-hyphenate stars, shared her excitement: “I’m truly delighted to collaborate with Colgate — it’s a brand I genuinely love.”
The campaign was developed by WPP CP, with Ogilvy teams in Singapore, Hong Kong, and Korea, alongside WPP Media and Social@Ogilvy Australia. It aims to continue to building momentum for Colgate Optic White Purple, following the successful rollout of Purple toothpaste and Serum innovations.
Special product packs, exclusive collectibles, and behind-the-scenes content have been designed as a gift for IU’s dedicated fanbase, UAENAs, while reinforcing the message that “purple is a must-have beauty hack for a whiter smile.”
“K-beauty is renowned for its viral beauty hacks, yet teeth have largely been left out of this dialogue — until now,” said Daniel Cullen, APAC Executive Director, WPP CP.
“Our strategy was to create intrigue and firmly establish Colgate Optic White as an indispensable part of the beauty regimen. By re-introducing it as IU’s personal beauty hack, not for her skin, but for her teeth, we’re tapping into a powerful cultural phenomenon and a highly engaged audience,” Cullen added.
The campaign also comes on the heels of IU’s recent acclaimed performance in the decades-spanning romance K-drama “When Life Gives You Tangerines” alongside Park Bo-gum, further cementing her influence across both the beauty and entertainment worlds.
IU has starred in several memorable K-dramas, including “The Producers,” “Moon Lovers: Scarlet Heart Ryeo,” and “Hotel del Luna.” Last year, she also held her successful “HEREH World Tour” across Asia Pacific, Europe, and North America.
Watch IU’s full Colgate Optic White Purple campaign film below:
This article was written with the help of AI, based on a press release from Colgate-Palmolive, distributed via Media Outreach Newswire, and was reviewed and edited by the Hallyu Dorama team.