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 94% of respondents in the Asia-Pacific region would like to be able to smile more freely. Topping the list are the Philippines, Taiwan and Thailand, where an overwhelming 98 percent indicated their desire to smile without reservation. 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.
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 (Guan Shaowen) 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/yourcolgatesmile, encouraging everyone to create their personalized Colgate smile on TikTok and Instagram, and spreading the message to celebrate all smiles. The digital display content will encourage more others to join the movement through organized activities in local markets to further promote this important message.
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 one in two people in the region believe that 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
While people in the Asia-Pacific region report that they feel relaxed when they smile freely, the majority of respondents in the Philippines say that smiling freely boosts their feelings of confidence.
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 three in five people in the Asia-Pacific region can identify with the concept of
Smile Shametwo out of five people have personally experienced it.
Smile Shame This was most experienced in Thailand, with 59 percent reporting having had such encounters. The top reasons cited across the Asia-Pacific region for worrying about their smile include concerns about comments from others, whether family, friends or strangers, as well as personal feelings of self-doubt self.
Australia (85%) and Hong Kong (88%) had the lowest scores when asked if they feel free to smile whenever they want. In comparison, other markets achieved an average of 94.5 percent.
Celebrating the diversity of smiles
Smile Shame is associated with different attributes in different markets, reflecting varying perceptions of what makes a beautiful smile. Attributes such as tooth color, tooth structure, and the impact of smiles on facial appearance vary in importance.
The Colgate Smile Study 2023 also found that concerns about external perceptions of their smiles and fear of judgment are significant factors that prevent individuals from freely expressing their authentic, spontaneous smiles.
#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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