Closeup is the third most-chosen toothpaste in the world,[a] reaching consumers in over 57 countries. The brand, known for being fresh, funky and fun, has one goal: to give millions of people the fresh breath and confidence to get close.
Since Closeup’s launch in 1967, innovation has been baked into its DNA. The power brand pioneered gels when everyone else was talking pastes, changing the conversation from cavities to connection.
It’s the same type of energy Closeup infuses into everything it does – from products to communications – keeping things young, modern and fresh without forgetting the science of it all. With bold flavours, vibrant colours and innovations, Closeup is committed to helping consumers translate that oral care chemistry into confidence.
Closeup is a brand that loves closeness and connection
Closeup strongly celebrates and champions the freedom to love, irrespective of race, gender or religion. By unshackling our audience from self-doubt and the judgement of others, we’ve helped spark stronger brand love with our consumers.
Natural Detox Range – powered by natural ingredients
The Natural Detox range is a collection of five toothpastes, powered by natural ingredients. Closeup’s Lemon & Sea Salt toothpaste helps to remove stains and strengthen gums, while the Coconut & Charcoal variant is designed to deliver whiter teeth naturally. Other options in the collection include toothpastes formulated with natural clay, acai berry and citrus.
Multi Vitamin Fresh – delivering complete oral care protection
Closeup’s Multi Vitamin Fresh toothpaste is clinically proven to deliver long-lasting freshness protection.
Every tube of Closeup Multi Vitamin toothpaste targets 12 oral care issues: plaque, bacteria, cavities, bad breath, yellow teeth, bleeding gums, sensitivity, tartar, enamel erosion, gingivitis, germs and root cavities.
Banishing bacteria breath
A man’s bacteria breath steals the show when he fails to impress a woman he meets while grocery shopping. Luckily, Closeup is there to save the day.
Source: Kantar Worldpanel 2023 Brand Footprint & CUP consumer panel value share across tracked markets (BG, GH, IN, ID, KN, SLKA, VT, PH) MAT Q4 2023 vs YAGO.
Already the third most-chosen toothpaste brand in the world, Closeup is using its expertise in freshness, combined with new consumer insights into local taste preferences, to grow its consumer base in Vietnam.
