SINGAPORE – 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 92% of Singaporeans would like to be able to smile more freely. The main reason they say they can’t smile freely is fear of being judged. These results are consistent across the region where around 9 in 10 people in Asia Pacific wish they could smile without reservation. Only 64 per cent of Singaporeans smile whenever they can, compared to a regional average of 74 per cent.
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 Singapore, Malaysia, Hong Kong, Taiwan, the Philippines, Australia, Thailand and India. More than 500 people were interviewed in Singapore.
Yves Briantais, executive vice president, Asia-Pacific marketing, Colgate-Palmolive said: “Smile shaming is particularly prevalent in Asia Pacific and this needs to change. At Colgate, our mission is to free people from the constraints of life.
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. »
79% of Singaporeans believe brands should have a role to play in solving the problem of
Smile Shameaccording to the Colgate Smile Study 2023.
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, including a well-known actress and television personality.
Xixi Lim from Singapore who lived
Smile Shame because of a chip on her front tooth, but she now embraces her smile that perfectly reflects her unique personality.
Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool to
colgate.com/yourcolgatesmile, encouraging everyone to create their personalized Colgate smile on TikTok and Instagram, and spreading the message to celebrate all smiles. Out-of-home digital content in areas such as Ion Orchard, CIMB Plaza, Raffles Place, Raffles City and One Raffles Place will encourage more people to join the movement.
Advocating for the Benefits of Smiling for Singaporeans
Singaporeans report that they generally feel relaxed, comfortable and confident when they smile freely. 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 54% of Singaporeans can relate to the concept of
Smile Shame, two out of five people have personally experienced it. 36% of Singaporeans feel bad about their smile due to expectations of perfect teeth on social media and because they have also seen family and friends commenting on other people’s teeth.
Ivan Chong, Managing Director (Singapore), Colgate-Palmolive, “Although Smile Shame continues to be a challenge here in Singapore, it is heartening to see that more than four in five Singaporeans believe it is possible to openly discuss Smile Shame and its effects on personal insecurity in a safe manner. security.
#FreeYourSmile is the first step we take to combat Smile Shame, enabling everyone to smile more freely and with more confidence. »
79% of Singaporeans believe it is safe to talk about Smile Shame, a sentiment primarily driven by the belief that society is increasingly 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 Singapore, Smile Shame is usually associated with tooth color and making their smile look fake.
The Colgate Smile Study 2023 also found that the key factor that causes Singaporeans to worry about their smile is their own feelings of self-doubt. This was 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, inspire people to express themselves freely and proudly, and fight
Smile Shamewith other ongoing initiatives.
Generate your own unique Colgate Smile today:
colgate.com/yourcolgatesmile
Hashtag: #Colgate
The issuer is solely responsible for the content of this announcement.
