No, Close Up is not an Indian company. It is a global oral care brand which is owned and marketed worldwide by Unilever, a British multinational consumer packaged goods company. However, the brand’s licence in North America is held by Church and Dwight, an American consumer goods company, since the year 2003.
Close Up offers toothpastes, mouth washes and other kinds of oral care products. The core offerings of the brand are its zinc-enriched gel toothpastes which, as per the brand’s claims, kills 99% of bad breath-causing bacteria. Close Up is a major oral care brand in multiple countries, including India. The brand’s unique selling points are teeth whitening, long-lasting freshness and improved oral health.
| Details | Info |
| Founded | 1967 |
| Founder | Unilever |
| Headquarters | London, United Kingdom |
| CEO | Fernando Fernandez |
| Sector | Oral care |
Company History
Close Up was launched in the year 1967 by Unilever in the United States as the world’s first ever gel toothpaste. The distinctive transparent, red, cinnamon-flavoured toothpaste made it stand out among other brands in the market. The brand emphasised on fresh breath and confidence.
Close Up expanded beyond the boundaries of United States in the 1970s to reach markets like India, Brazil and Nigeria. It became the first gel toothpaste in the Indian market, hitherto dominated by white toothpaste brands. By the 1990s, Close Up had become a top-selling toothpaste brand, alongside Colgate and Pepsodent.
In the year 2003, Unilever licensed Close Up brand to Church and Dwight for the US and Canadian markets. By the 2010s, Close Up had diversified into various toothpaste variants like herbal blends and whitening formulations, alongside other oral care products like mouth washes.
Current Status
Close Up is among the top three toothpaste brands in the world. It is present in over 57 countries worldwide, with a particularly strong presence in Asia, Latin America and Africa. India is a major market for the brand where it holds the second-largest share in the toothpaste market. Nigeria, Brazil, Indonesia and Philippines are other significant markets for Close Up.
Close Up’s product line-up currently includes natural detox range, multi-vitamin fresh and triple fresh formula. The brand’s marketing efforts focus on multiple oral benefits like stain removal, 12-hour zinc protection and advanced protection against plaques and cavities.
Future Outlook
Close Up is likely to focus on localised product development tailored to regional preferences and development of multi-benefit gels. The brand is expected to focus on sustainability initiatives like converting 100% of its toothpaste tubes to recyclable HDPE tubes. Furthermore, Close Up plans to increase its penetration in swiftly-growing markets like Vietnam.