IU’s Beauty Hack for a Whiter Smile

SINGAPORE - 15 August 2025 - Colgate-Palmolive has launched a new campaign for Colgate Optic White Purple, starring global K-Pop idol and beauty icon, IU. This marks the first time a Korean celebrity has been engaged for a Colgate campaign of this scale, strategically associating oral care within the thriving K-beauty landscape across 18 markets in the Asia Pacific region.

"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. We will showcase the science of colour correction and use Omni-demand generation to drive engagement and purchase across every consumer touchpoint".

Launched in August, the high-decibel campaign will span TV, digital, social media, retail, and Out-of-Home (OOH) channels, reaching consumers in Australia, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, New Zealand, Philippines, Singapore, Taiwan, Thailand, Vietnam, and Macau.

Speaking of the partnership, IU, the multifaceted musician and actress who debuted in 2008 has cultivated a loyal global fanbase known as UAENAs shared, "I'm truly delighted to collaborate with Colgate - it's a brand I genuinely love."

The campaign was created by WPP CP, led by Ogilvy teams in Singapore, Hong Kong & Korea, WPP Media & Social@Ogilvy Australia. The core objective is to continue building momentum for Colgate Optic White Purple, following the successful launch of Purple toothpaste and Serum innovations. This collaboration stays true to Colgate and IU's authentic charm and personality, as it has been designed as a gift to her dedicated fanbase speaking directly to them. It features special product packs, exclusive collectibles, and behind-the-scenes content, all 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."

Watch the full campaign film and discover IU's beauty hack for a whiter smile here.

Catch the teaser on Instagram and TikTok and don't miss the GWP reveal and unboxing video on Instagram and TikTok.

Campaign Credits:

Colgate Palmolive:

Samir Singh, EVP Marketing, Asia Pacific

Akash Parekh, Sr. Director Marketing APAC

Supriya Chavan, Marketing Director APAC

Tracy Lui, Marketing Manager APAC

Kenny Choo, Head Content Lab, APAC

Jacinta Francis, Content Production Manager , APAC

Katelyn Chen, Senior Digital Art Director, APAC

Audrey Lee, Shopper Design Manager , APAC

WPP CP / Ogilvy / Hogarth/ Production team:

Sarah-Leith Izzard, Regional Executive Creative Director, Ogilvy APAC

Ken Kaneko, Senior Art Director APAC, WPP CP

Ali Silao, Head of Art & Creative Director, Ogilvy APAC

Ida Siow, Senior Strategy Partner, Ogilvy Asia

Ines Rubio, Associate Strategy Director, WPP CP

Daniel Cullen, Executive Director APAC, WPP CP

Kunal Rasania, Business Director, APAC, WPP CP

James Baldwin, Head of Influence, Ogilvy Singapore

Ada Tong, Account Director, PR & Social, Ogilvy Singapore

Siyoung Sung, Business Director, Ogilvy Korea

Sohee Choi, Account Supervisor, Ogilvy Korea

Ben Hickey, Head of Consumer Health, Ogilvy PR ANZ

Brenda Ho, Director, Social and Influence Strategy, Ogilvy PR ANZ

Andrea Rutgers, Senior Social Specialist, Ogilvy PR ANZ

Emily Bowen, Social Specialist, Ogilvy PR ANZ

Claudia Connolly, Coordinator, Ogilvy PR ANZ

Fabian Sommer, Head of Moving Image, Hogarth Singapore

Renee Lim, Integrated Producer, Hogarth Kuala Lumpur

James Wong, Regional Strategy & Planning Partner, WPP Media Singapore

Benjamin Lee, Senior Regional Manager, Strategy & Planning, WPP Media Singapore

Livana Weng, Regional Digital Director, WPP Media Singapore

Production

Alvaro Colom - Film Director

Go Wontae - Photographer

Great Guns - Production House

Lucien Tyssendier - Executive Producer, Great Guns

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