Unilever’s toothpaste brand Closeup is repositioning from a traditional oral care product to one with a beauty-focused identity. The rebrand, developed in collaboration with MullenLowe Singapore, marks a strategic shift toward appealing to Gen Z consumers who view a bright smile as part of their beauty routine.
Rolling out across India, Indonesia, Vietnam, and the Philippines, the campaign introduces Closeup’s new whitening line, White Now, as a regular step in daily self-care. Featuring purple colour-corrector technology, the range is designed to help users feel more confident every day.
In India, Closeup is leveraging a social-first approach with digital-centric campaigns that are designed for younger audiences with authentic communication styles.
“Your smile is an essential part of your looks, a big part of your vibe and your confidence,” said Gem Laforteza, Unilever’s Global Brand Director for Closeup.
“Teeth whitening is not only oral care, it’s beauty. We’ve created Closeup White Now to celebrate the joy of beautifying. It’s also an expression of closeness & attraction, which Closeup has always stood for.”
Closeup’s campaign tailors content for different touchpoints to ensure Closeup’s messaging is always relevant. This creates adaptable, platform-specific assets that amplify impact and scale production efficiently.
MullenLowe Singapore has collaborated with Unilever’s Closeup for 12 years, developing their brand key index, and navigating with the brand as audiences evolve.
“Closeup’s rebrand is built on deep cultural insights and real-time behavior analysis,” said Meryke Naude, MullenLowe Singapore Beauty Creative Director.
“By aligning our campaign with the aspirations and values of Gen Z, Closeup’s messaging seeks to be fresh, authentic and exciting. We want to appeal to Gen Z consumers who are beauty seekers, with growing professional and lifestyle aspirations.
“This approach helps the brand to forge a deeper connection with young consumers who are shaping the future of beauty and self-expression. We believe that Closeup is redefining the oral care category by positioning a bright smile as an essential part of beauty.”
The campaign will run across multiple channels including Facebook, Instagram and YouTube.
