Close Up

Close Up is the original youth oral care brand of Unilever Arabia and Middle East. It is one of the first brands targeting youth in the oral care market globally, with an edgy and youthful image which stays relevant till date.

A unique oral care brand for up-close situations

Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A unique brand identity was developed, with Close-Up positioned as the toothpaste that gives people confidence in those very "up close and personal" situations.

Couples with bright smiles in very "close" situations were featured on the packaging, and commercials depicted youthful adults blowing kisses at each other.

The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers. Over the years, Close-Up briefly flirted with a few variations, from a green mint-flavored version to a trendy clear gel.

In 2006, Close-up Limited Edition launch in Arabia redefined the toothpaste market with its unique new flavors: Choco-loko, Tangerine Burst, and Lychee.  It brought excitement and life into the rather boring toothpaste category and helped the brand achieve record sales and shares. One thing remains constant: Close-up is still symbolized by attractive white smiles in very close situations.

Key facts

  • First toothpaste in US to combine mouthwash and toothpaste in one formula
  • First gel toothpaste in the world
  • The Fouride in Close Up called monofluorophospate, makes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen.
  • Close-Up is the number 2 brand in the GCC

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  • We're waiting for you today and tomorrow at Knowledge village and tomorrow at Step Up Academy for our #SYNCDiN auditions with Kris Fade himself! Don't miss the chance!

    نحنا بانتظارك� اليو� و بكره بـ
    Knowledge Village
    و بكره بـ
    Step Up Academy
    لتجارب الأداء ل� سابقتنا #في_الجو � ع كريس فيد! � ا تفوتوا الفرصه

    about 21 hours ago

  • Check out this video from the first two days of our #SYNCDiN competition auditions! Which one you think has the best moves?

    شوفوا هالفيديو � ن أول يو� ين بتجارب الأداء ل� سابقة #في_الجو! أي � تسابق برأيك� عنده أقوى الحركات؟

    #SYNCDiN Auditions at Diverse Choreography

    28 Sep

  • Want to learn more about our #SYNCDiN competition? Watch this video featuring the one and only Kris Fade and find out how you can learn some new awesome dance moves!

    بدك تعرف أكتر عن � سابقتنا الجديده #في_الجو؟ شوف هالفيديو � ع كريس فيد و أعرف كيف راح تتعل� حركات رقص جديده قويه!

    Kris Fade Intro

    25 Sep

  • Some four billion people around the world use Signal and Close Up toothpastes to keep their teeth whiter, brighter and stronger.

  • Brushing with fluoride toothpaste twice daily instead of just once can reduce the risk of tooth decay in children by 50% - so it’s important to brush morning and night.

  • Dentists recommend we brush our teeth for three minutes. Try listening to – or singing – your favourite pop song as you brush to get the timing right!

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Careline contacts


Unilever de Argentina S.A.
Alf. H. Bouchard 4191
Munro, Pdo. de Vicente López
Pcia. de Buenos Aires
T: 0800-888-6666 opens in a new window

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