Mumbai: Colgate-Palmolive has announced an exclusive partnership with renowned Korean icon IU (Lee Ji-eun) to introduce her secret for a radiant, white smile to millions of Indian consumers. The collaboration brings together global beauty trends and Colgate’s oral care innovation, marking a first-of-its-kind moment where a major Korean personality highlights oral care as an essential part of beauty.
IU, celebrated worldwide for her flawless aesthetic, revealed Colgate Visible White Purple as the secret behind her dazzling smile—a defining element of her iconic look. This partnership ushers in a new era of oral beauty in India, connecting the aspirational standards of K-beauty with Colgate’s trusted expertise.
Commenting on the collaboration, Gunjit Jain, Executive Vice President of Marketing at Colgate-Palmolive (India), said, “K-culture has evolved from a niche trend to a mainstream phenomenon in India, from K-dramas and K-pop right through to K-beauty. We’re thrilled to partner with IU, a global icon of K-culture. While many K-stars have spoken about routines and hacks to beautiful skin, for the first time ever IU is revealing the secret behind her beautiful smile – Colgate Visible White Purple.”
The campaign, launched on 8th August, features IU across digital, television, and social media platforms. It highlights how Colgate Visible White, with its purple optic brighteners, color corrects yellow tones to deliver a whiter smile. Consumers can now purchase this IU-certified beauty essential through quick commerce, leading e-commerce platforms, and major retail outlets across India.
