NEW DELHI, INDIA – 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 96% of Indians would like to be able to smile more freely. This figure is higher than the regional average of 94 percent.
In fact, India is the only market surveyed that indicates cultural norms are the main reason they don’t feel free to smile whenever they want. Indians report that cultural norms discourage smiling at strangers, so many hold back their smiles to avoid making others uncomfortable. In contrast, the main reason people in the Asia-Pacific region worry is what others think of their smile.
The inaugural study, conducted by research firm Pureprofile in August-September 2023, surveyed over 4,000 people aged 16-55 across eight Asia-Pacific markets, namely India, Singapore, Malaysia , Hong Kong, Taiwan, the Philippines, Australia and Thailand. More than 500 people were interviewed in 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 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. »
Nearly 70% of Indians 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
Indians report that they generally feel relaxed, confident and comfortable 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 over 61% of Indians have personally had the experience
Smile Shame, the highest percentage in the region. 43% of Indians feel bad about their smile because they have seen family and friends commenting on other people’s teeth and also because social media makes them feel like they should have teeth perfect for smiling.
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 India,
Smile Shame is usually attributed to the fact that their smile makes their face look good or that they smile too widely.
The Colgate Smile Study 2023 also found that the key factor that makes Indians worry about their smile is worry about comments from others, including family, friends and even strangers. This is the worry of about one in two people in India.
#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.
