Colgate Launches #FreeYourSmile Campaign to Combat Smile Shame on World Smile Day - Alvinology

Colgate Launches #FreeYourSmile Campaign to Combat Smile Shame on World Smile Day

In a bold move on this year’s World Smile Day, global oral care brand, Colgate, is taking a firm stand against Smile Shaming with the launch of its #FreeYourSmile campaign.

This initiative seeks to highlight the beauty and significance of all smiles and underscores the benefits they bring to society’s health, mental well-being, and social bonding. This region-wide campaign marks the beginning of Colgate’s efforts to address this pervasive issue and drive real positive change.

Last year, Colgate initiated an independent study across the Asia-Pacific region to gain insights and inform the drive to eliminate Smile Shame, enabling society to fully enjoy the advantages of smiling.

Colgate Launches #FreeYourSmile Campaign to Combat Smile Shame on World Smile Day - Alvinology

The Colgate Smile Study 2023 discovered that an overwhelming 92% of Singaporeans wish they could smile more freely. The primary reason cited for not doing so is the fear of being judged. These findings are consistent across the region, where approximately 9 in 10 people in Asia Pacific desire the freedom to smile without reservations.

Locally, only 64% of Singaporeans smile whenever they can, compared to the regional average of 74%.

The inaugural study, conducted by research company Pureprofile from August to September 2023, surveyed over 4,000 individuals aged 16 to 55 across eight Asia-Pacific markets, including Singapore, Malaysia, Hong Kong, Taiwan, the Philippines, Australia, Thailand, and India. In Singapore, more than 500 individuals were surveyed.

According to the Colgate Smile Study 2023, 79% of Singaporeans believe that brands should have a role in addressing the issue of Smile Shame.

On this World Smile Day, Colgate is celebrating all smiles by adapting its iconic logo to represent the diverse and beautiful smiles that surround us daily.

Colgate is also collaborating with influencers across the region to further champion this cause, including local actress and TV personality Xixi Lim from Singapore, who has experienced Smile Shame due to a chip on her front tooth but is now embracing her smile, reflecting her unique self.

As part of #FreeYourSmile, Colgate is introducing a Smile Generator AI tool at, encouraging everyone to create their personalised Colgate smile on TikTok and Instagram and spread the message to celebrate all smiles.

Advocating for the Benefits of Smiling for Singaporeans

Smiling is associated with positive feelings of relaxation, comfort, and confidence among Singaporeans. Scientific research supports the idea that smiling positively impacts mental health, acting as natural antidepressants and pain relievers. Smiling is also good for the heart, aiding in lowering blood pressure and expediting recovery after stressful events.

Colgate Launches #FreeYourSmile Campaign to Combat Smile Shame on World Smile Day - Alvinology

One key health benefit of smiling includes strengthening the immune system by increasing white blood cell counts, providing protection against infections. Socially, smiling is a powerful tool to foster bonds and build trust by making a lasting positive impression on others.

Taking a Stand against Smile Shame

Smile Shame may not be a familiar term to many, but it encapsulates feelings of embarrassment, self-consciousness, or insecurity regarding one’s smile.

The Colgate Smile Study 2023 revealed that 54% of Singaporeans can relate to the concept of Smile Shame, with two in five having personally experienced it. Furthermore, 36% of Singaporeans have felt bad about their smile due to the expectations of perfect teeth on social media and comments from family and friends about others’ teeth.

An impressive 79% of Singaporeans believe that it is safe to talk about Smile Shame, primarily because they sense that society is becoming more open and accepting of transparent dialogue discussing personal insecurities.

Celebrating the Diversity of Smiles

Smile Shame is associated with different attributes across markets, reflecting diverse perceptions of what constitutes a beautiful smile. In Singapore, Smile Shame is typically associated with the colour of teeth and whether one’s smile appears fake.

The Colgate Smile Study 2023 also revealed that the key factor causing Singaporeans to worry about their smile is their own self-doubt, followed by concerns about comments from others, including family, friends, and even strangers.

#FreeYourSmile represents the first step in Colgate’s mission to celebrate all smiles, inspire individuals to express themselves freely and proudly, and combat Smile Shame, with more initiatives in the pipeline.

You can generate your own unique Colgate Smile today at

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