On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

MANILA, PHILIPPINES – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that a resounding 94 per cent of respondents across Asia would like the ability to smile more freely. Philippines jointly tops the list alongside Taiwan and Thailand where an overwhelming 98 per cent indicated their desire to smile without reservations.

The study also revealed that 95 per cent of Filipinos feel like they have the freedom to smile whenever they like – on par with the Asian Pacific average – but nearly one in five (18 per cent) shared that they do not smile as often as they can, citing self-consciousness about how their smile looks.

The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Philippines, Australia, Singapore, Malaysia, Hong Kong, Taiwan, Thailand and India. More than 500 individuals were surveyed in the Philippines.

This World Smile Day®, Colgate is celebrating all smiles by adapting its iconic logo to represent the many different and beautiful smiles that surround us daily. Colgate is also collaborating with influencers across the region to further champion this cause including Filipino TikTokers Jillian Raine (@raineioop) and Anne Lopez (@anneglopezz), who have both experienced Smile Shame but are now embracing the smiles that perfectly reflect their respectively unique individualities.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile, encouraging everyone to create their personalised Colgate smile on TikTok and Instagram, and spread the message to celebrate all smiles.

Yves Briantais, Executive Vice President, Marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia Pacific and this must change. At Colgate, we are on a mission 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 by celebrating all smiles.”

Three in four Filipinos (74 per cent) believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

Advocating for the Benefits of Smiling

When able to smile freely, Filipinos report feeling more confident in themselves. In fact, scientific research supports the idea that smiling positively impacts mental health, acting as natural anti-depressants and pain relievers^[1]. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events^[2].

A key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections^[3]. Socially, smiling is a powerful tool to foster bonds and building trust by making a lasting positive impression on others^[4].

Standing against Smile Shame

Smile Shame may not be a familiar term to many. It encapsulates the feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile.

The Colgate Smile Study 2023 revealed that seven in ten Filipinos can relate to the concept of Smile Shame – the highest proportion across the whole of Asia Pacific. One in two Filipinos have personally experienced Smile Shame themselves.

That said, 84 per cent of Filipinos felt safe talking openly about the issue, with the belief that society is becoming more accepting to open dialogues on how personal insecurities affect us.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In the Philippines, Smile Shame is typically associated with the structure of one’s teeth, which ranked notably higher than other possible associations.

The Colgate Smile Study 2023 also revealed that the key factor that makes Filipinos worry about their smile is concerns about comments from others, including family, friends, and even strangers. Amongst those who confirmed personally experiencing insecurities about their smiles, comments from others and social media influence play an equally big role, with the latter creating a 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 combat Smile Shame, with more 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.

About Colgate-Palmolive Company

Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, they sell their products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community well-being, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. Our range of products are for everyone to find a way to get the smile they want.

For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.

On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

KUALA LUMPUR, MALAYSIA – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia-Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that a resounding 97 per cent of Malaysians would like the ability to smile more freely. The main reason why Malaysians say they cannot smile freely is because of personal feelings of doubt about the beauty of their smile, exacerbated by the influence of social media content making 43 per cent of Malaysians feel that they should have perfect teeth to smile. These findings are consistent across the region where approximately nine in ten people in Asia-Pacific wish they could smile without reservations.

Regardless, most Malaysians (96 per cent) have said that they will smile whenever they like, compared to the regional average of 74 per cent.

The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Malaysia, Singapore, Hong Kong, Taiwan, Philippines, Australia, Thailand and India. More than 500 individuals were surveyed in Malaysia.

This World Smile Day®, Colgate is celebrating all smiles by adapting its iconic logo to represent the many different and beautiful smiles that surround us daily. Colgate is also collaborating with influencers across the region to further champion this cause including Instagram personalities Ta Ta and Ming Yue, who have both experienced Smile Shame but are now embracing the smiles that perfectly reflect their unique self.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile, encouraging everyone to create their personalised Colgate smile on TikTok or Instagram, and spread the message to celebrate all smiles.

Yves Briantais, Executive Vice President, Marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia-Pacific and this must change. At Colgate, we are on a mission 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, and our range of products to support everyone on their own personal journey. This World Smile Day®, Colgate is leading the charge by celebrating all smiles.”

Four in five Malaysians (81 per cent) believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

Advocating for the Benefits of Smiling

When smiling freely, Malaysians indicate that they generally feel relaxed, comfortable and confident. In fact, scientific research supports the idea that smiling positively impacts mental health, acting as natural anti-depressants and pain relievers^[1]. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events^[2].

A key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections^[3]. Socially, smiling is a powerful tool to foster bonds and building trust by making a lasting positive impression on others^[4].

Standing against Smile Shame

Smile Shame may not be a familiar term to many. It encapsulates the feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile.

The Colgate Smile Study 2023 revealed that 63 per cent of Malaysians can relate to the concept of Smile Shame, with 45 per cent having personally experienced it themselves.

86 per cent of Malaysians feel that it is safe to talk about Smile Shame, a sentiment primarily driven by the belief that society is becoming more open and accepting of transparent dialogue discussing personal insecurities.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In Malaysia, Smile Shame is typically associated with teeth structure, whether their smile looks fake, and the colour of their teeth.

The Colgate Smile Study 2023 also revealed that the key factor that makes Malaysians worry about their smile is their own feeling of self-doubt, 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 and combat Smile Shame, with more 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.

About Colgate-Palmolive Company

Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, they sell their products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community well-being, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. Our range of products are for everyone to find a way to get the smile they want.

For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.

On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

SINGAPORE – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that a resounding 92 per cent of Singaporeans would like the ability to smile more freely. The main reason why they say they cannot smile freely is because of the fear of being judged. These findings are consistent across the region where approximately 9 in 10 people in Asia Pacific wish they could smile without reservations. Only 64 per cent of Singaporeans smile whenever they can, compared to the regional average of 74 per cent.

The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Singapore, Malaysia, Hong Kong, Taiwan, Philippines, Australia, Thailand and India. More than 500 individuals were surveyed in Singapore.

Yves Briantais, Executive Vice President, Marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia Pacific and this must change. At Colgate, we are on a mission 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 by celebrating all smiles.”

79 per cent of Singaporeans believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

This World Smile Day®, Colgate is celebrating all smiles by adapting its iconic logo to represent the many different and beautiful smiles that surround us daily. Colgate is also collaborating with influencers across the region to further champion this cause including well-known actress and TV personality Xixi Lim from Singapore who has experienced Smile Shame because of a chip on her front tooth but is now embracing her smile which perfectly reflects her unique self.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile, encouraging everyone to create their personalised Colgate smile on TikTok and Instagram, and spread the message to celebrate all smiles. Digital Out of Home content in areas such as Ion Orchard, CIMB Plaza, Raffles Place, Raffles City and One Raffles Place will further encourage more people to join the movement.

Advocating for the Benefits of Smiling for Singaporeans

Singaporeans indicate that they generally feel relaxed, comfortable and confident when they smile freely. In fact, scientific research supports the idea that smiling positively impacts mental health, acting as natural antidepressants and pain relievers^[1]. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events^[2].

A key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections^[3]. Socially, smiling is a powerful tool to foster bonds and building trust by making a lasting positive impression on others^[4].

Standing against Smile Shame

Smile Shame may not be a familiar term to many. It encapsulates the feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile.

The Colgate Smile Study 2023 revealed that 54 per cent of Singaporeans can relate to the concept of Smile Shame, with two in five having personally experienced it. 36 per cent of Singaporeans have been made to feel bad about their smile because of expectations of perfect teeth on social media, and because they’ve also witnessed family and friends commenting about others’ teeth.

Ivan Chong, General Manager (Singapore), Colgate-Palmolive, “While Smile Shame continues to be a challenge here in Singapore, it is heartening to note that more than four in five Singaporeans feel that it is safe to openly discuss Smile Shame and its effects on personal insecurities. Colgate’s #FreeYourSmile campaign is the first step we are taking to combat Smile Shame, empowering everyone to smile more freely and confidently.”

79 per cent of Singaporeans feel that it is safe to talk about Smile Shame, a sentiment primarily driven by the belief that society is becoming more open and accepting of transparent dialogue discussing personal insecurities.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In Singapore, Smile Shame is typically associated with colour of teeth and whether their smile appears fake.

The Colgate Smile Study 2023 also revealed that the key factor that makes Singaporeans worry about their smile is their own feeling 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 individuals to express themselves freely and proudly, and combat Smile Shame, with more initiatives in the pipeline.

Generate your own unique Colgate Smile today: colgate.com/yourcolgatesmile

Hashtag: #Colgate

The issuer is solely responsible for the content of this announcement.

About Colgate-Palmolive Company

Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, they sell their products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community well-being, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. Our range of products are for everyone to find a way to get the smile they want.

For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.

On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

SINGAPORE – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia-Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that a resounding 94 per cent of respondents across Asia-Pacific would like the ability to smile more freely. Jointly topping the list are Philippines, Taiwan and Thailand where an overwhelming 98 per cent indicated their desire to smile without reservations. The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Singapore, Malaysia, Hong Kong, Taiwan, Philippines, Australia, Thailand and India.

This World Smile Day®, Colgate is celebrating all smiles by adapting its iconic logo to represent the many different and beautiful smiles that surround us daily. Colgate is also collaborating with influencers across the region to further champion this cause. This includes Ethan Kuan (關韶文) from Taiwan and Xixi Lim from Singapore who have personally experienced Smile Shame but are now embracing their own unique smiles.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile, encouraging everyone to create their personalised Colgate smile on TikTok and Instagram, and spread the message to celebrate all smiles. Digital Out of Home content will further encourage others to join the movement with activities being organised in local markets to further promote this important message.

Yves Briantais, Executive Vice President, Marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia-Pacific and this must change. At Colgate, we are on a mission 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 by celebrating all smiles.”

Approximately one in two people across the region believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

Advocating for the Benefits of Smiling

While people across Asia-Pacific indicate that they feel relaxed when they smile freely, the majority of respondents in the Philippines express that smiling freely bolsters their sense of confidence.

Scientific research supports the idea that smiling positively impacts mental health, acting as natural anti-depressants and pain relievers^[1]. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events^[2].

A key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections^[3]. Socially, smiling is a powerful tool to foster bonds and building trust by making a lasting positive impression on others^[4].

Standing against Smile Shame

Smile Shame may not be a familiar term to many. It encapsulates the feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile.

The Colgate Smile Study 2023 revealed that three in five individuals across Asia-Pacific can relate to the concept of Smile Shame, with two in five having personally experienced it. Smile Shame has been experienced most in Thailand, with 59 per cent indicating that they have had such encounters. Key reasons cited across Asia-Pacific for worrying about their smiles include concerns about comments from others, whether it be from family, friends, or strangers, as well as personal feelings of self-doubt.

Australia (85 per cent) and Hong Kong (88 per cent) stand out for scoring the lowest when asked about whether they feel like they have the freedom to smile whenever they like. The other markets averaged 94.5 per cent in comparison.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. Attributes such as the colour of teeth, the structure of teeth, and the impact of smiles on facial appearance vary in importance.

The Colgate Smile Study 2023 also revealed that concerns about external perceptions of their smiles and fear of judgment are significant factors inhibiting individuals from freely expressing their genuine and spontaneous smiles.

#FreeYourSmile is the first step in Colgate’s mission to celebrate all smiles and combat Smile Shame, with more 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.

About Colgate-Palmolive Company

About Colgate-Palmolive Company Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, they sell their products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community well-being, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. Our range of products are for everyone to find a way to get the smile they want.

For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.

On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

TAIPEI, TAIWAN – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that a resounding 94 per cent of respondents across Asia Pacific would like the ability to smile more freely. Taiwan tops the list alongside Philippines and Thailand where an overwhelming 98 per cent indicated their desire to smile without reservations.

The study also revealed that 93 per cent of Taiwanese feel like they have the freedom to smile whenever they like – just under the Asian Pacific average of 95 per cent – with nearly one in two (47 per cent) having experienced instances where they were made to feel bad about their smile.

The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Taiwan, Australia, Singapore, Malaysia, Hong Kong, Philippines, Thailand and India. More than 500 individuals were surveyed in Taiwan.

Hashtag: #Colgate

The issuer is solely responsible for the content of this announcement.

About Colgate-Palmolive Company

On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles

SYDNEY, AUSTRALIA – Media OutReach – 6 October 2023 – This World Smile Day®, global personal and home care brand Colgate-Palmolive (“Colgate”) is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through its #FreeYourSmile campaign. This is especially significant given the proven benefits smiles bring to society’s health, mental wellbeing and social bonding. The region-wide campaign kickstarts Colgate’s efforts to tackle this complex topic for society and drive real positive change.

Colgate first commissioned an independent study across Asia-Pacific to gain insights and inform initiatives to propel this movement to eradicate Smile Shame for society to fully gain the benefits of smiling.

The Colgate Smile Study 2023 found that only 85 per cent of Australians feel like they have the freedom to smile whenever they like – the lowest proportion across the entire region which is at an average of 95 per cent. Top reasons why Australians feel they don’t have the freedom to smile whenever they like is that they worry about what others think about their smile, and that they are afraid of being judged.

The inaugural study, conducted by research company Pureprofile in August – September 2023, surveyed more than 4,000 individuals aged 16 to 55 years old across eight Asia-Pacific markets namely Australia, Singapore, Malaysia, Hong Kong, Taiwan, Philippines, Thailand and India. More than 500 individuals were surveyed in Australia.

This World Smile Day®, Colgate is celebrating all smiles by adapting its iconic logo to represent the many different and beautiful smiles that surround us daily. Colgate is also collaborating with influencers across the region to further champion this cause including Australia’s fashionista Sam Todd and chef Genio Ng, who have both experienced Smile Shame but are now embracing the smiles that perfectly reflect their unique self.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile, encouraging everyone to create their personalised Colgate smile on TikTok and Instagram, and spread the message to celebrate all smiles.

Yves Briantais, Executive Vice President, Marketing Asia-Pacific, Colgate-Palmolive said, “Smile Shame is especially prevalent in Asia-Pacific and this must change. At Colgate, we are on a mission 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 by celebrating all smiles.”

Approximately three in four Australians (74 per cent) believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

Advocating for the Benefits of Smiling

When able to smile freely, Australians chiefly indicate that they feel more relaxed. In fact, scientific research supports the idea that smiling positively impacts mental health, acting as natural anti-depressants and pain relievers^[1]. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events^[2].

A key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections^[3]. Socially, smiling is a powerful tool to foster bonds and building trust by making a lasting positive impression on others^[4].

Standing against Smile Shame

Smile Shame may not be a familiar term to many. It encapsulates the feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile. The Colgate Smile Study 2023 revealed that approximately one in two Australians (46 per cent) can relate to the concept of Smile Shame.

79 per cent of Australians feel that it is safe to talk about Smile Shame, a sentiment primarily driven by the belief that society is becoming more open and accepting of transparent dialogue discussing personal insecurities.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In Australia, Smile Shame is typically associated with the colour of teeth, teeth structure, and whether their smile looks fake.

The Colgate Smile Study 2023 also revealed that the key factor that makes Australians worry about their smile is their own feeling of self-doubt, 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 and combat Smile Shame, with more 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.

About Colgate-Palmolive Company

Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, they sell their products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community well-being, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991. Our range of products are for everyone to find a way to get the smile they want.

For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.