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

The study also revealed that 95 per cent of Thais feel like they have the freedom to smile whenever they like – on par with the Asia-Pacific average – 62 per cent have experienced instances where they were made to feel bad about their smile.

To commemorate 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 the cause. This includes Thailand's beauty blogger Suzie Wadee^[2], TikToker Titipan Pantu (@dreambarcodeza^[3]), and lifestyle influencer Pupé Jiradapa^[4], who all have experienced Smile Shame but are now embracing the smiles that perfectly reflect each of their unique selves.

Additionally, as part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at colgate.com/yourcolgatesmile^[5], 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. Colgate is leading the charge by celebrating all smiles."

A notable 86 per cent of Thais 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, Thais report feeling more comfortable with themselves, with more males (50 per cent) than females (37 per cent) indicating this sentiment. 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 62 percent of Thais relate to the concept of Smile Shame.

Parul Patel Desai, Vice President Marketing, Greater Indochina Hub, Colgate-Palmolive, "It comes as no surprise that as The Land Of Smiles, almost all of Thailand feels empowered to smile whenever they like. While we are heartened by this, our survey findings also clearly indicate that there are many who still feel insecure about their smile, and have been impacted by the negative effects of Smile Shame. We hope that our initiative today will start breaking these barriers, and brightening Thailand with every individual's own unique smile."

62 per cent of Thais feel that it is safe to talk about Smile Shame, thanks to having empathetic friends and family, and the perception of societal acceptance in openly discussing the effects of such behaviours.

Celebrating the Diversity of Smiles

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

The Colgate Smile Study 2023 also revealed that the key factor making Thais worry about their smile is their own feeling of self-doubt. This is followed by concerns about comments made about their smiles from others including family, friends, and even strangers. Indeed, for the aforementioned 62 per cent who have personally been made to feel bad about their smiles, top sources came from family and friends' comments, followed by social media influence making them feel like they need to have perfect teeth to smile confidently.

#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^[6]

References

1. ^{^} Media OutReach (www.media-outreach.com)
2. ^{^} Suzie Wadee (www.instagram.com)
3. ^{^} @dreambarcodeza (www.tiktok.com)
4. ^{^} Pupé Jiradapa (www.instagram.com)
5. ^{^} colgate.com/yourcolgatesmile (www.yourcolgatesmile.com)
6. ^{^} colgate.com/yourcolgatesmile (www.yourcolgatesmile.com)