Colgate-Palmolive has announced an exclusive partnership with global Korean sensation IU (Lee Ji-eun) to spotlight a transformative take on oral beauty in India. As one of Asia’s most admired icons, IU brings with her not just K-pop charisma but also the secret behind her radiant smile – Colgate Visible White Purple.
This unique collaboration bridges the world of K-beauty with Colgate’s innovative oral care science, reinforcing that beauty goes beyond skincare and makeup – it begins with a dazzling smile. IU, known for her elegance and flawless aesthetic, reveals that Colgate’s Visible White Purple toothpaste is her go-to for that iconic, camera-ready smile.
Launching a fresh chapter in beauty, this campaign positions oral care as an essential part of the beauty regimen – a message rarely seen in Indian marketing. Colgate’s product uses purple optic brighteners to neutralise yellow tones, delivering visibly whiter teeth instantly – a concept inspired by colour-correcting trends in beauty.
Gunjit Jain, Executive Vice President – Marketing, Colgate-Palmolive (India), shared: “K-culture has gone from a niche trend to a cultural force in India. We’re thrilled to collaborate with IU, an icon who perfectly embodies the elegance and innovation of K-beauty. For the first time, a Korean star reveals the secret to her bright smile – and it’s Colgate.”
Launched on 8th August, the campaign features IU across digital, television, and social platforms. Colgate Visible White Purple is now available via quick commerce, e-commerce platforms, and major retail stores across India.
