Closeup Reinvents Itself as a Beauty Brand in Gen Z-Centric Rebrand

Unilever’s Closeup is redefining the oral care space by repositioning itself as a beauty brand, a bold move rolled out in collaboration with creative partner MullenLowe Singapore. The strategic overhaul is aimed squarely at Gen Z, aligning oral hygiene with modern beauty routines.

The campaign, launched across India, Indonesia, Vietnam, and the Philippines, puts the spotlight on a radiant smile as a key beauty component. Central to this rebranding is Closeup’s new whitening toothpaste line, White Now, which uses cutting-edge purple color-correcting technology to deliver instant brightness. The product is marketed as an essential part of the daily self-care arsenal—whether for dates, interviews, or spontaneous social moments.

In India, the brand is leading with a digital-first, social-centric campaign crafted to speak the language of younger audiences. Closeup is tapping into platforms like Instagram and YouTube with content that emphasizes authenticity and youthful energy.

“Your smile is central to your style and confidence—it’s more than just oral care, it’s beauty,” said Gem Laforteza, Global Brand Director at Closeup. “White Now celebrates self-expression and emotional connection—cornerstones of the Closeup brand.”

The campaign employs a modular creative strategy, tailoring content to suit different platforms while maintaining consistency and high engagement. This approach not only boosts reach but also streamlines content production across markets.

MullenLowe Singapore, a creative partner to Closeup for over 12 years, has played a pivotal role in guiding the brand through shifts in consumer behavior. Beauty Creative Director Meryke Naude emphasized that the campaign is rooted in real-time Gen Z insights and cultural trends.

“We’re speaking to a generation that views beauty as empowerment and identity,” Naude said. “By reframing a bright smile as a beauty essential, Closeup is reshaping the oral care narrative.”

The campaign will be featured prominently across Facebook, Instagram, and YouTube, marking a major chapter in Closeup’s evolution as a beauty-forward brand.