Colgate India has revealed the brand ambassador for its Visible White Purple range, and it’s none other than K-pop queen IU!
Previously, Colgate had released a teaser video featuring a celebrity dressed in a purple pantsuit, shooting on set. The clip ended with her covering the camera at eye level, revealing only her smile. The video posed the question, “Which K-pop icon is about to reveal her beauty hack for a whiter smile?”, sparking excitement among K-pop fans. Paired with the caption, “The queen of K-pop is about to spill her secret beauty hack for a radiant smile,” many speculated that the mystery star was IU. Now, the speculation has been confirmed with Colgate’s latest ad.
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The newly dropped ad features IU revealing her beauty hack, not for her skin, but for her smile, as she excitedly declares, “It’s purple.” She has partnered with the dental hygiene brand for its Visible White Purple range, which she calls her secret to a brighter, whiter, and more radiant smile.
IU and Colgate’s collaboration is yet another example of brands leveraging K-pop fandoms to connect with younger audiences and seamlessly integrate into the daily lives of fans.
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