The toothpaste brand that started a beauty conversation.
As India's most traditional toothpaste brand, Colgate has always spoken to Indian women traditionally. In the past this meant following a regressive beauty standard. #SmileOutLoud was us correcting that - and starting a beauty conversation that matters.
#SmileOutLoud was about women expressing their natural beauty differences loudly, proudly! We believed every smile deserves to be visible.
For the very first time Colgate did not look for perfection, but chose authenticity.
Long form content pieces for social media, meant to get people liking, talking sharing - more importantly, smiling out loud and embracing their unique versions of beautiful.
To truly change beauty conversations in India, on social media my vision for the brand involved doing something radical.
Within just one month, our numbers were overwhelming.