Colgate Combats ‘Smile Shame’ in World Smile Day Campaign

Image via Colgate

Smile!. Today is World Smile Day and  Colgate is taking a stand against Smile Shaming, underscoring the beauty and importance of all smiles through the launching of its #FreeYourSmile regional campaign to tackle this complex topic for society and drive real positive change, the brand said.

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 92 percent of Singaporeans would like the ability to smile more freely. According to the findings, the main reason why they say they cannot smile freely is because of the fear of being judged.


These findings are consistent across the region where approximately 9 in 10 people in Asia Pacific wish they could smile without reservations. Only 64 percent of Singaporeans smile whenever they can, compared to the regional average of 74 percent, said Colgate.

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.

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.”


79 percent of Singaporeans believe that brands should have a role to play in tackling the issue of Smile Shame, according to the Colgate Smile Study 2023.

As part of the campaign, Colgate is also collaborating with influencers across the region to further champion this cause including well-known actress and TV personality Xixi Lim from Singapore who has experienced Smile Shame because of a chip on her front tooth but is now embracing her smile which perfectly reflects her unique self.

Additionally, 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.

Digital Out of Home content in areas such as Ion Orchard, CIMB Plaza, Raffles Place, Raffles City and One Raffles Place will further encourage more people to join the movement.

Ivan Chong, General Manager (Singapore), Colgate-Palmolive said, “While Smile Shame continues to be a challenge here in Singapore, it is heartening to note that more than four in five Singaporeans feel that it is safe to openly discuss Smile Shame and its effects on personal insecurities.

Colgate’s #FreeYourSmile campaign is the first step we are taking to combat Smile Shame, empowering everyone to smile more freely and confidently.”

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