While 88 per cent of Hong Kongers felt that they had the freedom to smile whenever they liked, the Colgate Smile Study 2023 also found that a significant 97 per cent of them want the ability to smile more freely – higher than the regional average of 94 per cent.

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^[2] from Taiwan, and Xixi Lim^[3] 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^[4], 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."

At 84 per cent, most Hong Kongers 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

More than any other feeling, 39 per cent of Hong Kongers feel that being able to smile freely allows them to be 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 a significant 63 per cent of Hong Kongers can relate to Smile Shame. 61 per cent of Hong Kongers have been made to feel bad about their smile, thanks to the influences of pop culture in television and movies making them feel the need to have perfect teeth to smile beautifully, social media giving the same impression, and getting comments from friends and family about their teeth.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In Hong Kong, Smile Shame is typically attributed to whether their smile makes their face look good, or whether their smile looks fake.

#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^[5]

Hashtag: #Colgate

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

References

1. ^{^} Media OutReach (www.media-outreach.com)
2. ^{^} Ethan Kuan (www.instagram.com)
3. ^{^} Xixi Lim (www.instagram.com)
4. ^{^} colgate.com/yourcolgatesmile (www.yourcolgatesmile.com)
5. ^{^} colgate.com/yourcolgatesmile (www.yourcolgatesmile.com)