HONG KONG SAR – 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.
While 88 percent of Hong Kongers believe they have the freedom to smile whenever they want, the Colgate Smile Study 2023 also found that 97 percent of them wish they could smile more freely, a figure higher than the regional average of 94 percent. hundred.
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 Hong Kong, India, Singapore , Malaysia, Taiwan, the Philippines, Australia and Thailand. More than 500 people were interviewed in Hong Kong.
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 area influencers to further champion this cause. This includes
Ethan Kuan from Taiwan, and
Xixi Lim from Singapore who have personally experienced
Smile Shame but they now adopt their own unique smiles.
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. »
At 84 percent, most Hong Kongers believe 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
More than any other sentiment, 39% of Hong Kongers believe that being able to smile freely allows them to be 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.. Smiling is also good for the heart, helping to lower blood pressure and speed recovery from stressful events..
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.. Socially, smiling is a powerful tool for fostering connections and building trust by making a positive and lasting impression on others..
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 a significant 63% of Hong Kongers can relate to
Smile Shame. 61% of Hong Kongers feel bad about their smile, thanks to pop culture influences in TV and movies making them feel the need to have perfect teeth to smile beautifully, with social media giving the same impression and receiving comments. from my friends and family about their teeth.
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 Hong Kong,
Smile Shame is usually attributed to whether their smile makes their face look good or whether their smile looks fake.
#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.
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