Colgate goes the extra ‘sMILE’ to revolutionize Malaysian beauty standards

In the vibrant backdrop of Kuala Lumpur, a diverse group of fashion models sashayed down the runway of Kuala Lumpur Fashion Week 2023 showcasing – not couture, and not accessories – but beautiful, radiant smiles. This was part of Colgate’s mission to inspire Malaysians to ‘smile out loud’ by redefining beauty norms to include a…….. smile.

In our era, dominated by Snapchat filters, Meitu, AI filters, and Photoshop, prevailing beauty standards often eclipse the timeless charm of a genuine smile. In the face of these distorted views, many Malaysians are brushing aside the ageless charm of a genuine smile.

Colgate’s wants to ‘brush up’ our beauty standards with the introduction of the Smile Collection. While it might initially appear to be just another beauty kit in a pretty box, it opens to reveal Colgate’s brand-new Optic White O2 toothpaste and whitening pen!

Finding toothpaste in a beauty kit? That’s a fresh breath of air, even for those who are “acah-acah cantik”. But then again, who wouldn’t want to brush shoulders with the latest trend? It’s precisely the unexpected that Colgate aims for. The intent? To defy the norm and celebrate the idea that genuine beauty radiates most brilliantly when one “smiles out loud”, unhindered by societal beauty constraints.

“Colgate believes that you are your most beautiful self when you smile out loud, as it shows off the best of you when you are not held back by any beauty standards. The radiant smile brings to surface your deeper emotions – it is the most genuine form of self-expression and the hallmark of real beauty,” – Callista Fernandez, Marketing Director (Oral Care), Colgate-Palmolive Marketing Sdn. Bhd.

Now, diving into what powers these radiant smiles:

The Smile Collection boasts a two-fold regimen. The Colgate Optic White O2 whitening toothpaste promises to be the ‘tooth fairy’ of beauty products, showing off its magic in just 3 days. The whitening toothpaste offers a deep cleanse, targeting the enamel layers to combat stains. Users can feel the active oxygen bubbles at work, ensuring gentle care suitable for daily use.

And for those night owls? The whitening pen works while you’re dreaming of pearly whites, ensuring you wake up three shades closer to that dream. It’s crafted for efficiency with its smudge-proof application. As you sleep, its active oxygen serum seeps into the enamel, unveiling a more radiant smile by dawn. It’s user-friendly too: dry, click, apply, and rest!

Beyond just unveiling a product, the launch was a platform for deeper conversations. A panel discussion, featuring beauty enthusiasts, agreed that beauty standards must evolve to mirror individual authenticity.

Colgate’s endeavor transcends oral care. It’s a movement toward reshaping societal views and endorsing unadulterated authenticity. So, as beauty finds its evolving definition, perhaps it has a solid base in the smile you confidently wear.

For the latest on The Smile Collection, follow Colgate Malaysia across their social media platforms on Facebook  and Instagram