Close-Up (toothpaste)

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Close-up is a cinnamon flavored brand of toothpaste which is marketed by Unilever.[1]

Launched in 1967, it is the first gel toothpaste in the world.[2] In 2003, Unilever sold the exclusive licensing rights of Close-Up in United States and Canada to Church & Dwight.[3] This sale did not affect the brand in other countries, like India where Unilever and its subsidiaries continue marketing Close-Up.[4] The brand is positioned to target the youth segment with a lifestyle appeal in its advertising campaigns.[5]


  1. ^ "Colgate and Unilever battle in India with the same smile". The Financial Express. 21 April 1999. Retrieved 13 March 2012. 
  2. ^ "A unique oral care brand for up-close situations". Retrieved 13 March 2012. 
  3. ^ "Unilever sells oral healthcare lines". 10 September 2003. Retrieved 13 March 2012. 
  4. ^ "Unilever N America Plan Not To Hit Indian Oral Care Biz". The Financial Express. 12 September 2003. Retrieved 13 March 2012. 
  5. ^ Krishnamurthy, Sandeep (2006). Contemporary research in e-marketing, Volume 2. Idea Group Inc (IGI). p. 317. ISBN 1591408245.