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K-beauty is renowned for its viral beauty hacks, yet teeth have largely been left out of this dialogue – until now, officials say.
August 21, 2025
By: Lianna Albrizio
Associate Editor
Colgate-Palmolive is tapping into K-Pop to sell its Colgate Optic White Purple toothpaste with musician IU at the helm.
IU, a multifaceted musician and actress who debuted in 2008, has cultivated a loyal global fanbase known as UAENAs.
The partnership 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.
“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.”
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.
Watch the promotional video here:
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