a day ago
- Entertainment
- Time of India
Colgate Visible White Purple and IU partner to unveil the secret to a white smile
In a move that merges global beauty trends with
oral care innovation
,
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 Indians.
While millions of Indian consumers have embraced
Korean beauty trends
for skincare, this collaboration marks the first time a major Korean personality is sharing oral care as an integral part of her beauty regimen.
IU, celebrated globally for her flawless aesthetic, revealed
Colgate Visible White Purple
as the secret behind her dazzling smile, a cornerstone of her iconic look. This partnership introduces a new era of oral beauty to the Indian market, connecting the aspirational standards of Korean beauty with Colgate's trusted, world-class products.
Gunjit Jain, executive vice president of marketing at Colgate-Palmolive (India), added, '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 various platforms, including digital, television, and social media. It reveals how Colgate Visible White with its purple optic brighteners color corrects yellow tones to give a whiter smile. Users can purchase this IU-certified beauty essential from quick commerce, e-commerce platforms, or from major retail outlets.
