For World Smile day 2023, personal and home care brand Colgate-Palmolive has announced the launch of its #FreeYourSmile campaign to take a stand against ‘Smile Shaming’, to underscore the beauty and importance of all smiles. For the campaign, the company has adapted its logo to represent the many different and beautiful smiles that surrounds everyone.
Celebrated every 6 Oct globally, World Smile Day was created under the armbit of the Harvey Ball World Smile Foundation which seeks to celebrate an individual’s ability to make a positive difference in this world. Harvey Ball, a commercial artist from Worcester, Massachusetts, who created the iconic smiley face symbol in 1963, conceived the celebration to devote one day each year to smiles and kind acts throughout the world. The 2023 theme of World Smile Day is “Do an act of kindness. Help one person smile!”
Colgate also 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. In kickstarting its campaign across the region, Colgate aims to tackle this complex topic for society and drive positive change.
The Colgate Smile Study 2023 found that 94% of respondents across Asia-Pacific would like the ability to smile more freely. Jointly topping the list are Philippines, Taiwan and Thailand where 98% indicated their desire to smile without reservations. The inaugural study, conducted by research company Pureprofile from August to September 2023, surveyed more than 4,000 individuals aged 16-55 years old across eight Asia-Pacific markets namely Singapore, Malaysia, Hong Kong, Taiwan, Philippines, Australia, Thailand and India.
As part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool to encourage everyone to create their personalised Colgate smile on TikTok and Instagram, and spread the message to celebrate all smiles.
Colgate is also collaborating with influencers across the region to further spread its message. This includes Ethan Kuan from Taiwan and Xixi Lim from Singapore who have personally experienced Smile Shame but are now embracing their own unique smiles.
“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,” said executive vice president of marketing Asia-Pacific for Colgate-Palmolive, Yves Briantais.
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 study. 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 refers to 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% 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%, and Hong Kong, 88%, stood 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% in comparison.
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.
References
1) ‘Good reasons to Smile’ (2023) John Hopkins Medicine. John Hopkins All Children’s Hospital. Available at: https://www.hopkinsallchildrens.org/Patients-Families/Health-Library/HealthDocNew/Good-Reasons-to-Smile
2) Smile! It’s Good for Your Heart’ (Sep 2012) Greater Good Science Center at the University of California, Berkeley. Available at: https://greatergood.berkeley.edu/article/item/smile_its_good_for_your_heart
3) ’11 Benefits of Smlling’ (Oct 2021) Delaware Psychological Services. Available at: https://www.delawarepsychologicalservices.com/post/11-benefits-of-smiling ’11 Benefits of Smlling’ (Oct 2021) Delaware Psychological Services. Available at: https://www.delawarepsychologicalservices.com/post/11-benefits-of-smiling
4) ‘What’s the science behind a smile’ (2014) British Council. Available at: https://www.britishcouncil.org/voices-magazine/famelab-whats-science-behind-smile#:~:text=Seeing%20people%20smile%20stimulates%20our,blood%20pressure%20and%20heart%20rate.
Related: World Heart Day 2023: Exploring the link between oral health and heart health
