Colgate has partnered with South Korean singer and actress IU to promote its “optic white purple” toothpaste, tapping into the global reach and influence of the K-pop star.<\/p>\n
The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal \u201cbeauty hack\u201d and \u201cthe secret\u201d to her whiter smile.<\/p>\n
Don’t miss:\u00a0Colgate-Palmolive promotes Krisha Dy to global director of equity content and experience<\/a><\/p>\n The brand also teased the launch of a limited-edition kit. Based on Colgate Philippine’s social posts, the merch will be available soon, and will include a special-edition tote bag, photocards, posters, notepads and more. <\/p>\n The teaser has already sparked speculation and buzz among fans, with several online users expressing interest in the collaboration.<\/p>\n In the days leading up to the reveal, Colgate dropped a short teaser hinting that \u201cthe queen of K-pop\u201d was about to unveil her secret beauty hack for a radiant smile. The cryptic post sparked speculation online, with many fans correctly guessing that IU was the face behind the campaign.<\/p>\n Colgate\u2019s move reflects a broader trend of brands leveraging K-pop star power to connect with younger consumers and tap into the emotional pull of fandom culture.<\/p>\n Elsewhere in the region, Indonesian beauty brand Barenbliss<\/a> has named rising K-pop girl group Hearts2Hearts as its new brand ambassadors. Officially launched via the brand\u2019s Instagram campaign \u201cWe\u2019re connected!\u201d, the collaboration is aimed at capturing the attention of Gen Z and Millennial beauty fans in a crowded market.<\/p>\n Meanwhile, Snickers<\/a> is turning up the cultural heat with its new oats dark chocolate variant, unveiled at a #SNICKERSOnTheGo pop-up event in Kuala Lumpur. The campaign was fronted by Snickers Asia brand ambassador Mingyu, a member of K-pop group SEVENTEEN.<\/p>\n Across the border, Singapore Tourism Board<\/a> is leaning into K-pop\u2019s global appeal with BTS member Jin\u2019s music video for Don\u2019t Say You Love Me. Filmed entirely in Singapore and released under his second solo album Echo, the video blends music with scenes from iconic attractions such as Gardens by the Bay, the National Gallery, and Anderson Bridge, alongside local favourites such as Keng Eng Kee Seafood and Goldhill Plaza.<\/p>\n Accelerate your brand\u2019s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24\u201325 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.\u00a0<\/p>\n Related articles:\u00a0
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Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series<\/a>\u00a0 \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Colgate has partnered with South Korean singer and actress IU to promote its “optic white purple” toothpaste, tapping…\n","protected":false},"author":2,"featured_media":35067,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[64,63,32071,32074,9720,32064,134,32073,4805,32066,32065,9975,32070,935,136,32069,32068,277,942,32072,283,32067],"class_list":{"0":"post-35066","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-music","8":"tag-au","9":"tag-australia","10":"tag-beauty-marketing","11":"tag-brand-collaboration","12":"tag-celebrity-endorsement","13":"tag-colgate","14":"tag-entertainment","15":"tag-fmcg","16":"tag-indonesia","17":"tag-influencer-marketing","18":"tag-iu","19":"tag-k-pop","20":"tag-limited-edition","21":"tag-malaysia","22":"tag-music","23":"tag-optic-white-purple","24":"tag-oral-care","25":"tag-philippines","26":"tag-singapore","27":"tag-social-media-campaign","28":"tag-southeast-asia","29":"tag-toothpaste"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/35066","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=35066"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/35066\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/35067"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=35066"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=35066"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=35066"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}