Close-Up (toothpaste)

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Product typeToothpaste
Introduced1967; 52 years ago (1967)

Close-up is a 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] for North America to Church & Dwight.

Close-Up toothpaste is also available in the Philippines, Peru, Argentina, Indonesia, Sri Lanka, India 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.[6]

See also[edit]


  1. ^ Kanner, Bernice (29 March 1982). "The gelling of America". New York Magazine. Retrieved 8 December 2016.
  2. ^ "A unique oral care brand for up-close situations". Archived from the original on 24 February 2012. Retrieved 13 March 2012.
  3. ^ "Colgate and Unilever battle in India with the same smile". The Financial Express. 21 April 1999. Archived from the original on 8 November 2012. Retrieved 13 March 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. 10 September 2003. Retrieved 6 April 2018.
  5. ^ "Unilever sells oral healthcare lines". 10 September 2003. Retrieved 13 March 2012.
  6. ^ a b Bhushan, Ratna (9 August 2016). "Dabur Red toothpaste rides herbal wave, moves to 3rd slot". The Economic Times. Retrieved 8 December 2016.
  7. ^ Krishnamurthy, Sandeep (2006). Contemporary research in e-marketing, Volume 2. Idea Group Inc (IGI). p. 317. ISBN 1591408245.