Unilever’s toothpaste brand Closeup is breaking category conventions with a bold repositioning strategy that redefines oral care through a beauty-first lens. The campaign, developed in collaboration with MullenLowe Singapore, is rolling out across India, Indonesia, Vietnam, and the Philippines, with a clear target: beauty-driven Gen Z consumers.
At the heart of the transformation is the belief that a bright smile isn’t just about hygiene — it’s a vital element of beauty, confidence, and self-expression. This vision is brought to life through Closeup’s White Now range, which leverages purple color corrector technology to instantly brighten teeth and elevate everyday beauty routines. Whether it’s a coffee date, job interview, or last-minute outing, the brand invites users to step into these moments with full confidence.
“We see your smile as an essential part of your look — it’s part of your confidence and your energy,” said Gem Laforteza, Unilever’s Global Brand Director for Closeup. “With White Now, we’re celebrating beautification not just as self-care, but as a joyful act of closeness and attraction.”
The campaign reflects a digital-first approach, especially in India, where the brand is embracing social-native content tailored for platforms like Instagram, Facebook, and YouTube. These formats are optimized for authenticity, speed, and emotional resonance — key pillars for engaging Gen Z.
Beyond visual polish, Closeup’s rebrand taps into cultural insights and real-time behavior analysis. According to Meryke Naude, Creative Director for Beauty at MullenLowe Singapore, the goal was to build a message that resonates with a generation that views beauty as fluid, inclusive, and personal. “Gen Z consumers are beauty seekers with rising lifestyle aspirations. Closeup’s new identity speaks to their values — celebrating individuality, self-confidence, and emotional connection,” she explained.
The campaign demonstrates a modular creative system, where assets are adapted for various platforms and local nuances, making the brand’s voice both globally unified and locally relevant. It also strengthens the 12-year partnership between Closeup and MullenLowe Singapore, who together continue to evolve the brand for a generation shaping the future of beauty.
As Closeup enters this new era, it is not merely selling a product — it’s championing a cultural shift. By placing the smile at the center of beauty, the brand carves out a unique position in a crowded personal care market and speaks directly to those who see beauty as more than skin deep.
