Close Up (toothpaste)

Close-up is a cinnamon flavored brand of toothpaste which is marketed by Unilever. It is one of the top brands in terms of sale in India.

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