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“A warm and open smile signals positive emotions when we meet others

- New research reveals 55% of Brits are self-conscious about their teeth in a photo
- 39% Admit to NEVER showing their teeth in a photograph with 16% admitting this was due to embarrassment over their teeth
- A third admit noticing discoloured teeth on others yet 40% of Brits do not brush their teeth at least once a day

Over 55% Brits admit to being “selfie-conscious” when taking a selfie or having a photograph taken according to a new report released today for National Smile Month. Nearly 4 in 10 (39%) admit to never showing their teeth for any photo with this rising to 46% of 18-24 year olds – showing that the younger age groups are becoming much more self-conscious about the quality of their teeth.

Brits notoriously receive a hard time about the quality of our teeth and this appears to have had a knock-on effect, as nearly a third (32.6%) of those questioned by leading teeth whitening brand White Glo admitted to noticing discoloured teeth on others on first impression.

The British obsession with teeth seems to have grown massively with the increase in “selfies” – where the go to facial expression is the notorious Victoria Beckham pout over a broad grin. It is no surprise then that 1 in 10 women participating in the survey admitted to NEVER showing their teeth even whilst smiling, whilst 43% of 18-25 year olds admit to being unlikely to show their teeth in any photo.

The top 3 most selfie-conscious regions in Britain were Yorkshire (59%), South West (58%) and Scotland (58%) with the least conscious regions being the North East (49%), Wales (50%) and the North West (51%).

Psychologically, the eyes and mouth create a sub-conscious first impression of a person and can affect the way that we interact with each other. Leading studies have found that smiling with your teeth has a positive effect on our first impression from others. According to Psychologist and Psychotherapist Corinne Sweet;

“A warm and open smile signals positive emotions when we meet others: it means, ‘I am friendly’, or ‘I am open and inviting’ or ‘I am happy to see you’, and is an essential part of how we create a good first impression in others. Smiling also evokes good feelings in others, as we often mimic those we meet. When we smile we move over forty facial muscles, and these send signals to the brain, releasing feel-good hormones. So the knock-on effect can, literally, change your day (and of course, the other persons’ when they smile back). So gaining confidence in your own smile, may gain you friends, work opportunities, and attract all sorts of things, including love into your life. The power of a positive smile can’t be underestimated as a brilliant psycho-social tool.”

Today, White Glo are launching a nationwide social media competition to get the nation to show their pearly white smiles. A gallery of the favourite pictures will be produced online in June – with the winner chosen at random to win a year’s supply of whitening products from White Glo and a £100 Tesco voucher. To enter, simply search for WhiteGloUK on all social channels and send in your “I’m not #selfieconscious” pictures.

For more information about maintaining a clean and healthy, white smile visit


For more information, images or comment please contact Olivia Cole or Jay Evans, Kin Communications on +44 (0)20 7158 0000 or email /
Interviews can be arrange with Corinne Sweet on Tuesday 24th May 2016 via ISDN and telephone. Contact Jay for more information.
Regional information is available on request.

Notes to Editors:

Research was conducted on 2,000 UK Adults by Vital Research and Statistics using an online consumer panel between 21st and 25th April 2016.
White Glo was first established in Australia in 1993 and was the first company to introduce teeth whitening products to the Australian market. White Glo is one of the market leaders in Australia’s whitening toothpaste and teeth whitening industries. White Glo products are now sold in the United Kingdom, South Africa, Russia, Singapore, China, Hong Kong, Japan, Middle East, New Zealand, Papua New Guinea, Greece, Philippines and Cambodia.

White Glo products are available in Boots, Tesco, ASDA, Morrisons, Superdrug and via

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