THE WHAT? Estée Lauder has appointed the acclaimed Korean artist IU as their first Korean Global Brand Ambassador, where she will promote their leading products like Advanced Night Repair and Double Wear. Her first promotional campaign is scheduled for April 2024, and she joins a prestigious group of existing global ambassadors.

THE DETAILS Justin Boxford, Global Brand President of Estée Lauder, expressed enthusiasm about IU’s new role, citing her extensive influence and ability to connect deeply with a global audience through her artistic endeavors and social media. He emphasized that IU’s involvement would help Estée Lauder reach new consumers, particularly in Asia and globally.

THE WHY?  IU expressed her excitement about joining Estée Lauder, recognizing the brand’s iconic status and its foundation by an inspirational female leader. She is honored to align with a brand that holds significant esteem worldwide and to contribute to its legacy, paralleling her pioneering career and philanthropic efforts.