| Product type | Toothpaste |
|---|---|
| Owner |
|
| Country | United States |
| Introduced | 1967 |
| Markets | Worldwide |
| Ambassador(s) | Loren Legarda Gabby Concepcion Richard Gomez Dawn Zulueta Rafael Rosell Heart Evangelista John Prats Sam Milby Kim Chiu Gerald Anderson KC Concepcion Janella Salvador Donny Pangilinan Belle Mariano |
| Tagline | The Closer, The Better (2007) |
| Website | https://www.unilever.com/brands/personal-care/close-up/ |
Close-Up is an American 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] to Church & Dwight for the North American market.
Close-Up toothpaste is also available in the Philippines, Pakistan, Peru, Argentina, Vietnam, Sri Lanka, India, Iran, Brazil, Russia, Nigeria, Indonesia, Bangladesh and Egypt. 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.
The Close-Up toothpaste brand was considered the #1 toothpaste brand in Nigeria until early 2016 when a new brand Oral-B entered the market sold by American company, Procter & Gamble, and it has since been a competition between the two companies for the toothpaste market in Nigeria. [6]
The Colgate-Palmolive Company, commonly known as Colgate-Palmolive, is an American multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. The company specializes in the production, distribution, and provision of household, health care, personal care, and veterinary products.
Unilever PLC is a British multinational fast-moving consumer goods company founded on 2 September 1929 following the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. It is headquartered in London, England.
Hindustan Unilever Limited (HUL) is an Indian fast-moving consumer goods company, headquartered in Mumbai. It is a subsidiary of the British company Unilever. Its products include foods, beverages, cleaning agents, personal care products and other consumer staples.
Crest is an American brand of toothpaste and other oral hygiene products made by American multinational Procter & Gamble (P&G) and sold worldwide. In many countries in Europe, such as Germany, Bulgaria, Serbia, Ukraine, Belarus, Russia, Poland, Hungary, Latvia, Romania, Estonia and Lithuania, it is sold as Blend-A-Med, the name of an established German toothpaste acquired by P&G in 1987. In France, Spain, Italy, Israel, Sweden, Finland, Colombia, Belgium, the Netherlands, Brazil, the United Kingdom, the Republic of Ireland, Australia, Nigeria, Greece, Uruguay and Argentina, P&G markets similar toothpaste formulations under the Oral-B brand.
Church & Dwight Co., Inc. is an American consumer goods company focusing on personal care, household products, and specialty products. The company was founded in 1847 and is headquartered in Ewing, New Jersey. It is the parent company of well-known brands such as Arm & Hammer, Trojan, OxiClean, and First Response. In 2022, Church & Dwight reported annual revenue of $5.4 billion. The company's products and services include a wide range of consumer goods, including laundry detergent, air fresheners, baking soda, condoms, pregnancy tests, and oral hygiene products.
Pepsodent is an American brand of toothpaste with the minty flavor that is derived from sassafras. The brand was purchased by Unilever in 1942 and is still owned by the company outside of the United States and Canada. In 2003, Unilever sold the rights to the brand in the North American market to Church & Dwight.
Sunlight is a brand of laundry soap, laundry detergent and dishwashing detergent manufactured and marketed around the world by Unilever, except in the United States and Canada, where it has been owned by Sun Products since 2010.
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units and is known for brands such as Loctite, Persil, Fa, Pritt, Dial and Purex.
Mentadent is a brand name for a line of dental products manufactured by Unilever for its home and international markets excluding the United States and Canada where the company sold its rights to the brand to Church & Dwight Company in 2003.
Rexona is an Australian deodorant and antiperspirant brand owned by British conglomerate Unilever.
Unilever Pakistan Limited, formerly Lever Brothers Pakistan Limited, is a Pakistani fast-moving consumer goods company based in Karachi. It is a subsidiary of the British multinational company Unilever.
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, personal care and hygiene products; these products are organized into several segments including beauty; grooming; health care; fabric and home care; and baby, feminine, and family care. Before the sale of Pringles and Duracell to Kellogg's and Berkshire Hathaway, respectively, its product portfolio also included food, snacks, beverages, and batteries. P&G is incorporated in Ohio.
Binaca is an oral hygiene brand that is marketed in India and owned by Dabur.
Promise is a brand of toothpaste that was launched in 1978 by Balsara hygiene in India. Initially, the brand was successful and commanded the second-highest market share after Colgate which was then the market leader. The success of the brand was attributed to the fact that it was positioned as a toothpaste made of clove oil, which is traditionally used in India to treat dental ailments. The brand's tagline was "The unique toothpaste with time-tested clove oil". Its brand ambassador was Maya Alagh. In 1994, the company launched a 2-in-1 gel under the Promise brand, however this product failed because it was aimed at the youth segment which did not relate to Promise's strong clove taste. In 2005, Promise was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Meswak in a ₹1.43 billion (US$17 million) deal.
Meswak is a fluoride-free toothpaste brand that was launched in India by Balsara Hygiene in 1998. The toothpaste is marketed as a herbal toothpaste as it is made from extracts of the Salvadora persica plant. The teeth cleaning twig of the plant is reputed to have been used over 7,000 years ago.
Babool is a toothpaste brand which was launched in India by Balsara Hygiene in 1987. Babool is made from the bark of the Babool tree, which has traditionally been used to clean teeth in India. The brand was positioned as an economic toothpaste with the tagline "Babool Babool paisa vasool". Babool was relaunched with the tagline "Begin a great day, the Babool way" in 2002, when Babool was Balsara's biggest brand. In 2005, Babool was sold by Balsara to Dabur along with other Balsara toothpaste brands Promise and Meswak in a ₹1.43 billion (US$17 million) deal. As of 2007, the Babool brand was valued at ₹1 billion (US$12 million).
Haleon plc is a British multinational consumer healthcare company with headquarters in Weybridge, England. It is one of the largest consumer healthcare businesses in the world, with brands including Sensodyne toothpaste, Panadol and Advil painkillers and Centrum vitamins. The company was projected to be a global leader in over the counter medicines with a 7.3 percent market share in 2022.
