Estée Lauder has appointed singer Lee Ji-eun, known as IU, as its first-ever Korean Global Brand Ambassador.
The 30-year-old South Korean songwriter and actress will feature in campaigns for the luxury skin care brand’s hero franchises Advanced Night Repair and Double Wear.
The first campaign will debut this month.
IU was chosen because of her influence and “extraordinary” social media presence, explained Justin Boxford, Global Brand President of Estée Lauder.
“She is one of the most influential artists of her time,” said Boxford.
“We are 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 is one of the most popular artists in Asia.
During her 16-year career, she has released six studio albums and nine EPs.
“I am incredibly excited to be joining Estée Lauder,” commented 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.”
IU joins Cuban-Spanish actress Ana de Armas, American poet Amanda Gorman and Italian model Bianca Brandolini D’Adda in Estée Lauder’s global ambassador family.
As well as American actress Carolyn Murphy, Dutch fashion model Imaan Hammam, Indian actress Manushi Chhillar and Chinese singer Yang Mi.
Estée Lauder is not the only beauty brand to tap a Korean star as its face.
Gucci Beauty has recently appointed NewJeans singer Hanni as its ambassador.
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