Estée Lauder has named Korean singer, songwriter and actress, IU, as its newest global brand ambassador.
As the first Korean global brand ambassador for Estée Lauder, IU will be featured in campaigns for the brand’s hero franchises, Advanced Night Repair and Double Wear.
IU’s first campaign will debut in April 2024.
IU said, "I am incredibly excited to be joining Estée Lauder. It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world. I am truly honored to be part of it.”
Justin Boxford, global brand president, Estée Lauder, said, "We are thrilled to welcome IU as Estée Lauder’s newest Global Brand Ambassador. IU is one of the most influential artists of her time. She has been able to connect with her fans around the world in such a deep and meaningful way through her music and her extraordinary social media presence. We’re excited to collaborate with such a talented and inspiring artist whose relevancy and far-reaching popularity will allow us to connect with a new generation of consumers in Asia and around the world.”
Kyumoon Lee, senior vice president/general manager, Estée Lauder Asia Pacific, said, "Over the past 16 years, IU has been a pioneer in every aspect of her career, inspiring fans around the world 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 connects with our brand’s core values."
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