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Smile Like You Mean It. Or do you?

Sunstar Europe SA

Sunstar Europe SA

Tue. 23 May 2017

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New research from GUM® reveals embarrassment about teeth and gums causes Europeans to hide their smiles.

When you want to make a great first impression on a date or a job interview, be sure to smile! Research shows that our smiles are our most powerful emotional tool and that when we have a bright, healthy smile we not only appear more likeable, we’re perceived to be more competent too.1

According to a new survey from interdental cleaning experts GUM®, around half of men and women polled across Europe like their smile,2 but often feel embarrassed to flash it because they are self-conscious about their teeth and gums.3

All those surveyed in France, Germany and Spain for the launch of NEW GUM® Advanced Soft Picks®, agreed that they are most likely to cover their smile when they’re in front of an audience or trying to impress someone they find attractive.4
Worrying that their teeth are crooked and discoloured was the main problem for most respondents – but 18% of French said they were conscious of their gums, while around one third of Spanish (30%) and Germans (33%) said they cover their smile because they worry something is stuck in their teeth.5

First impressions count
The majority of those polled (36% in France, 34% in Spain and 26% in Germany) agreed that they would be most embarrassed about having leftovers in their teeth while giving a presentation at work, closely followed by being on a first date for the French (21%) and Germans (19%) and flirting with a potential date for the Spanish (18%).6 Impressing a partner or a relative is seen as far less important, with just 11-14% of people in each country saying they would be embarrassed to have food in their teeth in front of their partner and just 4-6% would be embarrassed when talking to a relative.7

Healthy mouth, healthy smile
The research also revealed that despite the majority of respondents agreeing that oral care is ‘extremely important’,8 only a handful of people are aware of the importance of cleaning in between their teeth using interdental products such as floss and toothpicks.

In all three countries, around three quarters of people (74% in France, 68% in Spain and 72% in Germany) believe that brushing twice daily is the most important thing they can do to improve their oral health.9 Almost half of the French polled (45%) do not use interdental products at all, while only around a fifth of Spanish (19%) and Germans (23%) use them every day.10
In fact, although interdental products such as NEW GUM® Advanced Soft Picks® can dislodge food from teeth quickly and easily, people tend to reach for something a little more unusual. For the French, matchsticks and the cap of a ballpoint pen are the weapons of choice after a fingernail, while the Germans and Spanish prefer the tip of a straw.11

Using NEW GUM® Soft Picks® Advanced offers an easy, safe and effective way to discretely clean between teeth and remove unwanted food from your teeth, whether you’re at home or out and about. The new, superior design offers improved comfort and control, making it easier to reach and remove plaque and food from even the hardest to reach teeth.

NEW Soft Picks® Advanced can be used discreetly to quickly get rid of stuck food on important occasions such as a business meeting or first date or anytime you want to give your mouth an extra clean and get back your natural confidence, smile without inhibitions and radiate the real you. Between your teeth can actually remove more bacteria than simply brushing. GUM®’s Interdental range contains highly effective flossing and gum health products that can prevent, control and treat the gum and oral health issues that can compromise your smile – giving you back the confidence to smile like you mean it.

References
1. www.sciencedirect.com/science/article/pii/S0749597804000743
2. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 7 (42% in France, 55% in Spain, 49% in Germany)
3. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 8
4. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 12
5. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 8 (29% of respondents in France and Spain and 33% in Germany do not like the alignment of their teeth, while 43% in France, 33% in Spain and 49% in Germany do not like the colour of their teeth)
6. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 12
7. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 12 (11% of French, 13% of Spanish and 14% of Germans would feel embarrassed about having food in their teeth in front of their partner, while only 5% of French, 6% of Spanish and 4% of Germans would be embarrassed in front of a relative)
8. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 1 (67% in France, 56% in Spain, 50% in Germany)
9. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 6
10. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 3
11. Atomik Research: survey of 1000 men and women in France, Spain and Germany. Question 13 (55% in France, 63% in Spain and 68% in Germany use a fingernail to remove food from their teeth. In France, 14% like to use matchsticks and 13% the cap of a ballpoint pen, while 15% in Spain and 13% in Germany favour the tip of a straw).

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