Close-Up (toothpaste)

Close-up
Product typeToothpaste
Owner
CountryUnited States
Introduced1967; 57 years ago (1967)
MarketsWorldwide
Ambassador(s)Loren Legarda
Gabby Concepcion
Richard Gomez
Dawn Zulueta
Rafael Rosell
Heart Evangelista
John Prats
Sam Milby
Kim Chiu
Gerald Anderson
KC Concepcion
Janella Salvador
Donny Pangilinan
Belle Mariano
TaglineThe Closer, The Better (2007)

Close-Up is an American brand of toothpaste launched in 1967 by Unilever as the first gel toothpaste.[1][2] The brand is marketed worldwide by Unilever[3] and licensed since 2003[4][5] to Church & Dwight for the North American market.

Close-Up toothpaste is also available in the Philippines, Pakistan, Peru, Argentina, Vietnam, Sri Lanka, India, Iran, Brazil, Russia, Nigeria, Indonesia and Bangladesh. It is one of the top brands in terms of sales in India.[6] The brand is positioned to target the youth segment with a lifestyle appeal in its advertising campaigns.[7] According to an August 2016 report in The Economic Times, Close-Up was in the second spot in market share of toothpaste in India during January–June 2015 as well as January–June 2016.

The Close-Up toothpaste brand was considered the #1 toothpaste brand in Nigeria until early 2016 when a new brand Oral-B entered the market sold by American company, Procter & Gamble, and it has since been a competition between the two companies for the toothpaste market in Nigeria.[6]

  1. ^ Kanner, Bernice (March 29, 1982). "The gelling of America". New York Magazine. Retrieved December 8, 2016.
  2. ^ "A unique oral care brand for up-close situations". Unileverme.com. Archived from the original on February 24, 2012. Retrieved March 13, 2012.
  3. ^ "Colgate and Unilever battle in India with the same smile". The Financial Express. April 21, 1999. Archived from the original on November 8, 2012. Retrieved March 13, 2012.
  4. ^ "Church & Dwight agrees to purchase Unilever's oral care brands in the U.S. and Canada; Transaction Will Strengthen Company's 'Strategically Important Oral Care Business'". Business Wire. September 10, 2003. Retrieved April 6, 2018.
  5. ^ "Unilever sells oral healthcare lines". Cnn.com. September 10, 2003. Retrieved March 13, 2012.
  6. ^ a b Bhushan, Ratna (August 9, 2016). "Dabur Red toothpaste rides herbal wave, moves to 3rd slot". The Economic Times. Retrieved December 8, 2016.
  7. ^ Krishnamurthy, Sandeep (2006). Contemporary research in e-marketing, Volume 2. Idea Group Inc (IGI). p. 317. ISBN 1591408245.