Originally published: Campaign Brief Asia, 06 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.
Also featured in:
- Marketing-Interactive – Colgate stands up against smile shaming for World Smile Day
- ABS CBN News – 1 in every 2 Filipinos experienced ‘smile shame’: survey
- branding in asia – Colgate Combats ‘Smile Shame’ in World Smile Day Campaign
- Yahoo! News – Colgate is combating Smile Shame to address concerns of 97% of Malaysians who wish they could smile freely
