Estée Lauder just announced critically-acclaimed South Korean singer, songwriter and actress, IU, as its newest Global Brand Ambassador. This appointment also makes her the brand's first South Korean Global Brand Ambassador. The songstress will be featured in campaigns for the brand's hero franchises: Advanced Night Repair and Double Wear. Her first campaign will debut in April 2024. IU joins the likes of Ana de Armas, Amanda Gorman, Bianca Brandolini D’Adda, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, Karlie Kloss, Manushi Chhillar and Yang Mi in representing the brand.
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“We are thrilled to welcome IU as Estée Lauder’s newest Global Brand Ambassador,” said Justin Boxford, Global Brand President in a press release. “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.”
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“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 honoured to be part of it."
“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, its her sense of purpose and commitment to giving back to others that deeply connects with our brand’s core values,” said Kyumoon Lee, Senior Vice President/General Manager, Estée Lauder Asia Pacific.