IU, who is currently on her H.E.R World Tour after releasing the album The Winning , has been chosen as Estée Lauder’s new Global Brand Ambassador.
She is the first Korean to hold this position and stars in the brand’s new campaign showcasing the Advanced Night Repair and Double Wear products.
IU praised Estée Lauder and feels honored to be a representative for the brand, “It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world.”
Justin Boxford, the Global Brand President of Estée Lauder, warmly greeted the latest ambassador, stating that IU is among the most influential artists of her generation. He also mentioned that she has effectively connected with her global fan base through her music and exceptional social media presence.
Further, he expressed excitement to collaborate with the Love Wins All singer on future endeavors stating that her relevancy and far-reaching popularity will allow them to connect with a new generation of Asian and international consumers.”
On another note, IU is currently busy with her world tour and filming an upcoming Netflix series, When Life Gives You Tangerines, opposite Park Bogum.