Rather, the oral care giant is addressing the gap between reality and unrealistic beauty standards that people – particularly Gen Z-aged and under – feel they need to live up to—in a new campaign dubbed My Smile is My Superpower.

The campaign’s aim is to disseminate the message of embracing all smiles, no matter the perceived imperfection in size, shape, or shade of teeth. A smile survey by Censuswide found that as high as 85% of Gen Zers wished to change their smile with nearly 65% reporting feelings of lower confidence from pressure to change it. So, Colgate sought to change the narrative.