Colgate drops photo spots in HK to introduce IU's Korean smile

Colgate has unveiled the second wave of the “Puple vibes” campaign, introducing the "Purple limited edition gift box" and different photo hotspots across Hong Kong. This comes following K-pop star IU has been appointed as the optic white brand ambassador.  

As part of the initiative, Colgate has strategically adapted the popular concept of "Purple colour corrects yellow" from the cosmetics industry to its teeth whitening formulations and products. This innovation leverages purple hues to effectively neutralise yellow stains, facilitating a luminous, Korean-inspired whiter smile.  

The initiative also aims to promote the hero products within the optic white purple collection, the "Optic white purple toothpaste", which helps remove and prevent stains on teeth. Complementary to this, the "Optic white purple serum" provides a colour-correcting whitening.   

Furthermore, IU personally recommends the Korean 3-3-3 brushing rule: brushing one’s teeth three times a day with the optic white collection, each time lasting for at least three minutes, and brushing within three minutes after meals. This rule leverages the whitening power of purple toothpaste and serum to deliver a superior teeth whitening experience. 

To offer IU fans an immersive experience of IU's "purple vibes," Colgate has set up a dedicated IU fans support hub at Tsim Sha Tsui MTR Station from 3 September to 30 September 2025. This initiative aims to empower Uaena to engage firsthand with IU’s brightest smile and capture exclusive, memorable moments reflecting her luminous charisma.  

The areas surrounding the station will be decorated with IU’s campaign promotional images and brand collaboration video, creating an immersive experience that highlights IU’s brightest Korean smile with the power of Colgate’s Optic White Purple collection.

Additionally, from 5 September to 2 October 2025, Colgate will activate multiple photo hotspots at major retail stores across Hong Kong such as Mannings, PARKnSHOP, Wellcome and Watsons. These strategically placed locations are designed to facilitate effortless social sharing with purple vibes photos, allowing consumers to showcase their own radiant smiles in alignment with the campaign message. 

These locations feature multiple distinctive staged settings with the theme of “Purple colour corrects yellow” to evoke the "purple vibe" atmosphere across various districts in Hong Kong. Beyond experiencing IU's white smile during everyday shopping, consumers are encouraged to capture and showcase their own radiant Korean-style smile through photos and create memorable moments with IU. 

On the other hand, the purple limited edition gift box features a carefully curated package including IU’s "Optic white purple toothpastes" and one cushion clean spiral toothbrush, achieving a comprehensive and double-effect teeth whitening experience. Additionally, the gift box includes limited IU merchandise, which includes exclusive items such as IU signature purple bag, IU photo cards with random delivery, and IU sticker.

MARKETING-INTERACTIVE has reached out to Colgate for more information.

Don't miss: Colgate taps K-pop icon IU for star power and sparkle

This comes after Colgate partnered with IU to promote its "optic white purple" toothpaste back in July, tapping into the global reach and influence of the K-pop star.

The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal “beauty hack” and “the secret” to her whiter smile.

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