Estée Lauder announced it has signed South Korean star IU as its first-ever Korean global brand ambassador.
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The singer, actor and philanthropist will be featured in campaigns for the New York-based brand’s hero products, Advanced Night Repair and Double Wear, with her first campaign debuting in April 2024.
“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 so many women around the world. I am truly honored to be part of it.”
With a career of more than 16 years, IU has released six studio albums, nine EP’s, and has debuted over 30 singles. In February, she released her new album, ‘The Winning’, and has embarked on her first world tour across Asia, Europe and North America.
The K-pop star is also known for her acting in TV dramas and movies, including ‘Broker’, ‘Hotel del Luna’, ‘My Mister’, and has made commitments to charity, dedicating herself to various philanthropic causes.
“We are thrilled to welcome IU as Estée Lauder’s newest Global Brand Ambassador,” said Justin Boxford, global brand president, Estée Lauder.
“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.”
IU joins the current roster of Estée Lauder global ambassadors, including Ana de Armas, Amanda Gorman, Bianca Brandolini D’Adda, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, Karlie Kloss, Manushi Chhillar and Yang Mi.
In its most recent trading update, The Estée Lauder Companies Inc. said net sales fell 7 percent to USD 4.28 billion for the second quarter, on the back of challenges in the firm’s Asia travel retail segment, as well as ongoing softness in overall prestige beauty in mainland China.