Less confident, more embarrassed - cold sore self-shaming still rife in 2022

According to a recent study by the University of Cambridge, the spread of cold sores could be linked to the growing popularity of kissing during the Bronze Age.¹

5,000 years later, 3.7 billion people – two-thirds of the world’s population – now carry the virus (HSV-1) that causes them.²

Uncomfortable but ubiquitous. Unsightly but everywhere. You’d assume by now that humanity had learned to accept cold sores as one of those things.

Unfortunately, that’s far from the case.

According to our new data, 90% of those who experience cold sores believe there’s a stigma associated with them. What’s more, they report outbreaks take a very real toll on their mental health, particularly affecting confidence.

• 80% of respondents said they worry about what other people think about them when they have a cold sore.
• 70% said a cold sore affects their confidence with 27% revealing it does so on a significant or extreme level.
• 70% said they feel less attractive during an outbreak.

Of the 1,761 respondents (82% of the total polled) who confirmed experiencing cold sores, 68% reported two incidences or more in the past 12 months with 91% saying each lasted at least three days.

Given 1 in 5 people in the UK have recurring cold sores³, that means millions regularly face prolonged spells anxiously waiting to get back to their best.

The data also highlights that women have a far harder time of it during outbreaks. Compared to men, they feel less confident (68.9% vs 52.1%), less attractive (74.8% vs 62.7%), more ashamed (16.9% vs 10.5%) and more embarrassed (47.9% vs 36%).

For many, a cold sore means putting everyday life on hold. 28% revealed they had deliberately stayed at home during an outbreak, 30% confirmed they had stayed away from friends, 11% avoided family and 7% even stopped going to work.

Unsurprisingly, romantic relationships are also affected. 32% said they had rescheduled a date as a result of a cold sore. To avoid transmitting the virus when they have a cold sore, 87% avoid kissing and 22% abstain from sex.

Reflecting on the results, Andrew Wormald, senior brand manager for COMPEED®, said: “Given the momentum gained by the body positivity movement in recent years, it’s both shocking and sad that those living with the cold sore virus continue to feel so stigmatised.

“It’s particularly regretful that outbreaks take such a toll on the confidence of so many and that some people are so crippled with embarrassment that they won’t even leave the house.

“In the absence of a cure, COMPEED® offers support to those who experience cold sores by helping to conceal and heal them.

“Our Discreet patches, containing hydrocolloid technology, protect the cold sore, create a germ-free environment that is optimal for healing and act as a virus shield to reduce the risk of contamination.

“Designed to be inconspicuous, and even compatible with makeup, they can also help users avoid social embarrassment from the moment they feel that first tingle.”

Marian Nicholson, director of the Cold Sore Advice Line, adds: “It is time that we realised how normal it is to have cold sores by telling people just how common they are. By age 25, around six in ten people carry the virus. So millions up and down the country are in the same boat and self-shaming is not the answer.”

Cold sores, also called herpes or fever blisters, are groups of small, fluid-filled blisters that most commonly occur around the lips, in the mouth and occasionally on the nose, chin or cheeks.

Caused by the herpes simplex virus type 1 (HSV-1), cold sores typically begin as a tingling sensation or stinging pain that gives way to blisters that burst, ooze and crust over. It usually takes 7-10 days for cold sores to heal although they can remain for up to two weeks.

There is no cure for cold sores yet. HSV-1 lies dormant inside cells and can be triggered at any time by various factors including, but not limited to, stress, fatigue, a lack of sleep, a weakened immune system, hormonal changes and exposure to the elements, including sun and wind.

For some people, cold sores can be a real nuisance, so it’s useful to know and recognise what triggers recurrences. Stress, fatigue, menstruation, and a weakened immune system can all allow the virus to reappear.

If you have frequent cold sores, you might want to keep a diary or a log, to note things, such as activities, illnesses, and life events to determine what has preceded the symptoms. This can help you to narrow down what triggers your symptoms.

About the survey

Research was conducted and fielded by Dirt & Glory Media via the Prolific platform: 2,140 were polled in total with 82% (1,761) confirming they suffer from cold sores. The survey was fielded online between 21-23 September 2022 and consisted of 30 questions.