THE SMILE
COLLECTION

Recognition:​

Kancil / Best Digital-Led Brand Experience & Activation / Silver

Kancil / Best Use of Commerce: Digital-Led / Bronze

Kancil / Best Use of Social & Messaging Platforms / Bronze

Kancil / Innovation in Brand Experience & Activation / Bronze

Kancil / Data Enhanced Creativity / Merit

Kancil / Innovation in Commerce / Merit

Kancil / Creative Effectiveness: Digital Experience / Merit

For generations, makeup has been sold as the cure for insecurity—layer after layer telling girls they weren’t enough. So we decided to flip the script, turning makeup from a tool of doubt into a powerful weapon of confidence.

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That’s how The Smile Collection by Colgate was born. A beauty collection that looked, felt, and was even advertised like makeup. But inside, there wasn’t a single cosmetic product. Instead, each item revealed a reminder: the only makeup a girl truly needs is her radiant, unapologetic smile.

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We launched it nationwide, sparking conversations everywhere, then took it to the runway of KL Fashion Week. And for the very first time, girls who once felt “not beautiful enough” proudly walked Malaysia’s biggest fashion stage—proving that beauty isn’t found in a palette, but in the fearless, unstoppable power of a smile.