Colgate-Palmolive has unveiled a groundbreaking new campaign for Colgate Optic White Purple, fronted by global K-pop superstar and beauty icon IU. This marks the first time a Korean celebrity has partnered with Colgate on such a scale, strategically positioning oral care within the booming K-beauty movement across 18 Asia Pacific markets.
“We are thrilled to collaborate with IU, the Queen of K-pop, in a partnership that will resonate deeply with beauty enthusiasts across Asia and beyond,” said Samir Singh, EVP Marketing, Colgate-Palmolive Asia Pacific. “As leaders in oral care, we are redefining toothpaste and oral care serums as beauty essentials. IU, who embodies the spirit of K-beauty, now reveals the secret behind her radiant smile with Colgate Optic White Purple. Through science-backed colour correction and omni-channel engagement, we will connect with consumers across every touchpoint.”
Launched in August 2025, the high-impact campaign spans TV, digital, social media, retail, and OOH channels across Australia, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, New Zealand, Philippines, Singapore, Taiwan, Thailand, Vietnam, and Macau.
IU, who has captivated fans worldwide since her 2008 debut, expressed her excitement: “I’m truly delighted to collaborate with Colgate. It is a brand I genuinely love.”
Developed by WPP CP with creative direction from Ogilvy teams in Singapore, Hong Kong, and Korea, and media handled by WPP Media & Social@Ogilvy Australia, the campaign builds on the momentum of Optic White Purple’s toothpaste and serum innovations. Special packs, exclusive collectibles, and behind-the-scenes content have been designed as a gift to IU’s loyal fanbase, the UAENAs, while amplifying the message that “Purple is a must-have beauty hack for a whiter smile.”
“K-beauty is known for its viral beauty hacks, yet teeth have largely been left out of the conversation until now,” said Daniel Cullen, APAC Executive Director, WPP CP. “By introducing Colgate Optic White Purple as IU’s personal beauty hack, not for her skin but for her teeth, we are embedding oral care into the beauty regimen and connecting with one of the world’s most engaged audiences.”
