On World Smile Day®, Colgate launches its #FreeYourSmile campaign by adapting its logo to celebrate all smiles
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. Taiwan tops the list alongside Philippines and Thailand where an overwhelming 98 per cent indicated their desire to smile without reservations.
The study also revealed that 93 per cent of Taiwanese feel like they have the freedom to smile whenever they like – just under the Asian Pacific average of 95 per cent – with nearly one in two (47 per cent) having experienced instances where they were made to feel bad about their smile.
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 Taiwan, Australia, Singapore, Malaysia, Hong Kong, Philippines, Thailand and India. More than 500 individuals were surveyed in Taiwan.
When able to smile freely, Taiwanese report chiefly feeling more relaxed with themselves, with others saying that they feel more confident. In fact, scientific research supports the idea that smiling positively impacts mental health.
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 Taiwanese relate to the concept of Smile Shame
Four in five Taiwanese feel that it is safe to talk about Smile Shame, with the understanding that society is becoming more accepting of open and honest conversations around such topics, and how it can negatively affect a person.
Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what makes a beautiful smile. In Taiwan, the main factor that Smile Shame is typically associated with is colour of one’s teeth.
The Colgate Smile Study 2023 also revealed that in Taiwan, social norms hold the biggest sway over those who worry about their smile. Aside from being concerned about comments from others about one’s smile, 37 per cent point to social media influences pressuring them with the idea that one needs perfect teeth to smile confidently.
For more information, please visit colgate.com/yourcolgatesmile
The issuer is solely responsible for the content of this announcement.