Singapore – Closeup, Unilever’s toothpaste brand, has rebranded in collaboration with creative growth agency MullenLowe Singapore. The revamped brand shifts Closeup’s focus from mere oral care to a beauty-first approach.
In a campaign with MullenLowe Singapore, Closeup highlights the importance of a bright smile in its definition of beauty. The campaign, launched in India, Indonesia, Vietnam, and the Philippines, aims to reach beauty-conscious Gen Z consumers.
The campaign features ‘White Now,’ Closeup’s new whitening products range that uses purple colour corrector technology.
Closeup and MullenLowe Singapore tailored campaign content for different touchpoints. It includes assets that are platform-specific, ensuring relevance and engagement.
In India, Closeup designed digital-centric campaigns, using a social-first approach to engage younger audiences.
Gem Laforteza, Unilever’s global brand director for Closeup, said, “Your smile is an essential part of your looks, a big part of your vibe and your confidence. 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.”
Meryke Naude, beauty creative director at MullenLowe Singapore, said, “Closeup’s rebrand is built on deep cultural insights and real-time behaviour analysis. 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,” Naude added.
MullenLowe Singapore has been working with CloseUp for 12 years. The agency has helped the brand develop its brand key index and engage its audiences.
