Colgate Campaigns Against Beauty Standards

USA: Colgate, a leading oral care brand, is embarking on a mission to challenge societal norms surrounding beauty standards with its latest campaign, “My Smile is My Superpower.” Rather than focusing on dental gaps, the campaign aims to bridge the gap between reality and unrealistic beauty ideals, particularly prevalent among Gen Z and younger demographics.

According to a smile survey conducted by Censuswide, a staggering 85% of Gen Z individuals expressed a desire to alter their smiles, with nearly 65% reporting diminished confidence due to pressure to conform to these standards. Fred Saldanha, global chief creative officer at Colgate-Palmolive, emphasized the need for a shift in perspective, stating, “Where some people see a flaw, Colgate sees a superpower.”

Celebrating Unique Smiles

In collaboration with creative agency VML, Colgate has launched a multifaceted campaign celebrating diverse smiles. Central to this initiative is the release of an original music video titled “The Beauty of Gaps,” set to a reimagined version of Katy Perry’s empowering anthem, “Roar.” Dianna Haussling, Colgate’s senior vice president-general manager, shared her personal journey of embracing her gapped smile, viewing it as a symbol of creativity and individuality rather than a flaw.

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Haussling’s story underscores the importance of self-acceptance and the influence of supportive relationships in cultivating confidence. She emphasized the significance of her upbringing in fostering a positive self-image, stating, “It was a badge of honor. That’s how I walked through the world.”

Empowering Youth

Colgate aims to inspire young audiences through Haussling’s narrative of self-love and confidence. The brand plans to reach a targeted quarter of a million children by the end of the year through its Bright Smiles, Bright Futures program. Established in 1991, the initiative has impacted over 1.7 billion children and families worldwide, promoting good oral hygiene practices and providing access to oral health education and services, particularly in underserved communities.

To amplify its message, Colgate hosted a panel discussion on smile confidence in New York City, featuring actress Myha’la Herrold of the Netflix thriller “Leave The World Behind.” Attendees were treated to rejuvenating lip treatments and professional portrait sessions, reinforcing the campaign’s message of embracing individuality and self-assurance.

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