SYDNEY, AUSTRALIA – Media OutReach – October 6, 2023 – On World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) takes a stand against
Shameful smilehighlighting the beauty and importance of
all smiles through its #FreeYourSmile campaign. This is particularly important given the proven benefits of smiling on health, mental well-being and social connections in society. The region-wide campaign kicks off Colgate’s efforts to tackle this complex societal issue and drive real, positive change.
Colgate first commissioned an independent study across the Asia-Pacific region to gain insights and inform initiatives to propel this eradication movement.
Smile Shame so that society fully benefits from the benefits of smiling.
The Colgate Smile Study 2023 found that only 85% of Australians feel free to smile whenever they want – the lowest proportion in the entire region, which averages at 95%. The main reasons Australians feel they don’t have the freedom to smile whenever they want are because they worry about what others think of their smile and they are afraid of being judged.
The inaugural study, conducted by research firm Pureprofile in August-September 2023, surveyed more than 4,000 people aged 16-55 across eight Asia-Pacific markets, namely Australia, Singapore, Malaysia , Hong Kong, Taiwan, the Philippines, Thailand and India. More than 500 people were interviewed in Australia.
This World Smile Day®, Colgate celebrates all smiles by adapting its iconic logo to represent the many beautiful smiles that surround us every day. Colgate is also collaborating with influencers in the region to further champion this cause, including Australian Fashionista.
Sam Todd and leader
Genius ofwho both lived
Smile Shame but they now adopt smiles that perfectly reflect their unique personalities.
Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool to
colgate.com/yourcolgatesmileencouraging everyone to create their personalized Colgate smile on TikTok and Instagram, and spreading the message to celebrate all smiles.
Yves Briantais, executive vice president, Asia-Pacific marketing, Colgate-Palmolive said: “Smiling shame is particularly prevalent in Asia-Pacific and this needs to change. At Colgate, our mission is to free people from the constraints of the world.
Smile Shame to truly embrace their own unique smiles. We believe brands have the power to challenge unrealistic beauty standards and promote authenticity. This World Smile Day®, Colgate is leading the charge in celebrating all smiles. »
Around three in four Australians (74%) say brands should have a role to play in solving the problem of
Smile Shameaccording to the Colgate Smile Study 2023.
Advocating for the benefits of smiling
When they are able to smile freely, Australians primarily report feeling more relaxed. In fact, scientific research supports the idea that smiling has a positive impact on mental health, acting as natural antidepressants and pain relievers.[1]. Smiling is also good for the heart, helping to lower blood pressure and speed recovery from stressful events.[2].
One of the main health benefits of smiling is to strengthen the immune system by increasing the number of white blood cells, thereby providing protection against infections.[3]. Socially, smiling is a powerful tool for fostering connections and building trust by making a positive and lasting impression on others.[4].
Standing against smile and shame
Smile Shame may not be a familiar term to many. It summarizes feelings of embarrassment, embarrassment, or insecurity regarding one’s smile. The Colgate Smile Study 2023 found that around one in two Australians (46%) can identify with the concept of
Smile Shame.
79 per cent of Australians feel it is safe to talk about it
Smile Shamea feeling primarily driven by the belief that society is becoming more open and accepting of transparent dialogue about personal insecurities.
Celebrating the diversity of smiles
Smile Shame is associated with different attributes in different markets, reflecting varying perceptions of what makes a beautiful smile. In Australia,
Smile Shame is usually associated with tooth color, tooth structure, and whether or not the smile appears.
The Colgate Smile Study 2023 also found that the key factor causing Australians to worry about their smile is their own feelings of self-doubt, followed by concerns about comments from others, including family, friends and even strangers.
#FreeYourSmile is the first step in Colgate’s mission to celebrate all smiles and struggles.
Smile Shame, with other initiatives planned. This movement represents Colgate’s goal to inspire individuals to express themselves freely and proudly, regardless of perceived imperfections.
For more information, please visit
colgate.com/yourcolgatesmile
Hashtag: #Colgate
The issuer is solely responsible for the content of this announcement.
