Makeup giant Estée Lauder has officially signed a Korean superstar as an official new face brand ambassador.
Known by the stage name IU, the singer and actress is one of the most beloved artists in Korea and Asia. This marks Estée Lauder’s first Korean Global Ambassador, and IU is set to be featured in campaigns for the brand’s hero franchises, Advanced Night Repair and Double Wear.
“We are thrilled to welcome IU as Estée Lauder’s newest Global Brand Ambassador,” said Justin Boxford, global brand president at Estée Lauder.
“IU is one of the most influential artists of her time. She has connected deeply and meaningfully with her fans globally through her music and extraordinary social media presence.”
IU
Estée Lauder expressed excitement about working with IU, stating that her relevance and far-reaching popularity will allow the brand to connect with a new generation of consumers in Asia and worldwide.
IU also spoke positively about the ambassadorship and the opportunities it would bring for both parties.
“I am incredibly excited to be joining Estée Lauder,” said IU.
“It is an iconic brand founded by an inspirational woman leader and is beloved by many women worldwide. I am truly honoured to be part of it.”
Over the past 16 years, IU has been a pioneer in several creative fields, inspiring fans with her talent, passion and dedication,
“Beyond her star power, it’s her sense of purpose and commitment to giving back to others that deeply connect with our brand’s core values,” said Kyumoon Lee, SVP and GM at Estée Lauder Asia Pacific.
IU has released six studio albums, nine EPs, and over 30 singles. She has also been featured in several TV shows and movies, including Hotel del Luna and Broker.
Aside from her acting and singing career, she has made unwavering commitments to charity, dedicating herself to various philanthropic causes.
