Singapore – Colgate-Palmolive has tapped K-pop sensation and beauty icon IU to front its latest Colgate Optic White Purple campaign, positioning oral care as an essential part of the beauty routine.
The campaign, developed by WPP CP with Ogilvy teams in Singapore, Hong Kong, and Korea, alongside WPP Media & Social@Ogilvy Australia, builds on the momentum of Colgate Optic White Purple following the earlier rollout of its Purple toothpaste and serum range.
It is also the first time Colgate has partnered with a Korean celebrity on a campaign of this scale, aligning oral care with the growing K-beauty movement across 18 Asia Pacific markets.
Daniel Cullen, APAC executive director at WPP CP, said, “K-beauty is renowned for its viral beauty hacks, yet teeth have largely been left out of this dialogue – until now.”
He continued, “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.”
IU, one of the most recognisable names in the entertainment industry, has built a career as both a chart-topping musician and acclaimed actress since her 2008 debut. She continues to enjoy a strong global following, with her fan base—known as UAENAs—supporting her across music, film, and brand collaborations.
Commenting on the partnership, IU shared, “I’m truly delighted to collaborate with Colgate – it’s a brand I genuinely love.”
Launching in August, the campaign will run across TV, digital, social media, retail, and out-of-home (OOH) platforms, reaching audiences in Australia, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, New Zealand, the Philippines, Singapore, Taiwan, Thailand, Vietnam, and Macau.
Alongside mass-market visibility, the campaign will include special product packs, exclusive collectibles, and behind-the-scenes content, aimed at connecting directly with IU’s fans while reinforcing the positioning of “Purple is a must-have beauty hack for a whiter smile.”
“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 of marketing of Colgate-Palmolive at 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, who 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,” Singh added.
