MANILA, PHILIPPINES – 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 Asia would like to be able to smile more freely. The Philippines topped the list alongside Taiwan and Thailand, where an overwhelming 98 percent indicated their desire to smile without reservation.
The study also found that 95 percent of Filipinos feel like they have the freedom to smile whenever they want – on par with the Asia-Pacific region average – but nearly one in five (18 percent) said they don’t smile as often as they want. can, citing self-consciousness about the appearance of their smile.
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 the Philippines, Australia, Singapore , Malaysia, Hong Kong, Taiwan, Thailand and India. More than 500 people were interviewed in the Philippines.
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 Filipino TikTokers Jillian Raine (@raineioop) and Anne Lopez (@anneglopezz), both of whom lived
Smile Shame but they now adopt smiles that perfectly reflect their respective unique individualities.
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, “Smile Shame is particularly prevalent in the Asia-Pacific region and this needs to change. At Colgate, our mission is to free people from the constraints of
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. »
Three in four Filipinos (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, Filipinos report feeling more confident in themselves. 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 seven out of ten Filipinos can relate to the concept of
Smile Shame – the highest proportion in the entire Asia-Pacific region. One in two Filipinos have personally experienced
Smile Shame themselves.
That said, 84 percent of Filipinos feel safe to speak openly about the issue, believing that society is increasingly willing to open a dialogue about how personal insecurities affect us.
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 the Philippines,
Smile Shame is usually associated with tooth structure, which is significantly higher than other possible associations.
The Colgate Smile Study 2023 also found that the key factor that causes Filipinos to worry about their smile is worry over comments from others, including family, friends, and even strangers. Among those who confirmed personally feeling insecurities about their smile, comments from others and the influence of social media play an equally important role, with the latter creating the false impression that one needs perfect teeth to be able to smile beautifully .
#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.
