Marketing Southeast Asia

Colgate launches #FreeYourSmile campaign to take initiative against smile shaming on World Smile Day

by Teddy Cambosa

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October 6, 2023

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Manila, Philippines – Colgate-Palmolive is speaking out against smile shaming on World Smile Day Through its #FreeYourSmile campaign, which aims to highlight the value and beauty of every smile.

This initiative is important because of the benefits that smiles provide to society’s health, mental well-being, and social cohesion. The region-wide campaign marks the start of Colgate’s efforts to address this complex issue for society and promote tangible positive changes.

Smile shame is associated with various traits in various markets, reflecting various perspectives on what makes a beautiful smile. The arrangement of one’s teeth is primarily associated with Smile Shame in the Philippines, scoring significantly higher than other possible associations.

#FreeYourSmile is the first step in Colgate’s journey to promote all smiles and combat Smile Shame, with more initiatives in the works. This movement represents Colgate’s desire to encourage people to express themselves confidently and openly, regardless of perceived flaws.

Colgate launched an independent study across the Asia Pacific region to combat smile shame and promote the benefits of smiling in society. Colgate commissioned the Colgate Smile Study 2023, which revealed that 94% of respondents across Asia express a strong desire to be able to smile more openly. The Philippines, along with Taiwan and Thailand, tops this list, with 98% of respondents indicating an eagerness to smile without inhibitions.

In the Philippines, 95% of people believe they have the freedom to smile whenever they want, but 18% refrain because they are self-conscious about the appearance of their smile, which is in line with the Asia Pacific average.

Speaking about the campaign, 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.”