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Close up

Launched in 1967, Close Up is a clear gel toothpaste containing a mouthwash and micro whiteners to ensure long-lasting fresh breath and white teeth. Closeup is the original youth oral care brand of Unilever. It is one of the first brands targeting youth in the oral care market globally, with an edgy and youthful image which stays relevant till date.

A unique oral care brand for up-close situations

Unlike the typical opaque, mint-flavored toothpaste of the time, Closeup debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A unique brand identity was developed, with Closeup positioned as the toothpaste that gives people confidence in those very “up close and personal” situations.

The idea of toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence provided instant appeal to consumers. Over the years, Closeup briefly flirted with a few variations, from a green mint-flavored version to a trendy clear gel.

Key facts

First toothpaste in US to combine mouthwash and toothpaste in one formula
First gel toothpaste in the world
The Fouride in Closeup called monofluorophospate, makes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen.
Closeup is the number 2 brand in the GCC

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