Unilever's Closeup and MullenLowe Singapore Redefine Beauty for Gen Z

May. 07, 2025

Unilever’s toothpaste brand Closeup is redefining its category by shifting from oral care to a beauty-first approach and bringing beauty to the oral care aisle. This bold transformation comes to life as part of a full-scale rebrand in collaboration with MullenLowe Singapore.

Launched across India, Indonesia, Vietnam and Philippines, the campaign highlights the vital role a bright smile plays in completing the beauty equation, targeting beauty-conscious Gen Z consumers. Incorporating Closeup’s new whitening range, White Now, as an essential step in their beauty routine empowers consumers to embrace life’s moments without hesitation from coffee dates and job interviews to spontaneous adventures. With powerful brightening innovation using purple color corrector technology and a fresh, energetic approach, the brand ensures that your smile stays as vibrant as your spirit.

In India, Closeup is leveraging a social-first approach with digital-centric campaigns that are designed for younger audiences with authentic communication styles.     

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."

 

Closeup’s campaign demonstrates next-level modular capabilities by tailoring content for different touchpoints, to ensure Closeup’s messaging is always relevant, engaging, and on-point. 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, helping Closeup to lay the groundwork for the next few years of dynamic and engaging communications.

MullenLowe Singapore Beauty Creative Director Meryke Naude, said:

"Closeup’s rebrand is built on deep cultural insights and real-time behavior 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."

 

The campaign will run across multiple channels including Facebook, Instagram and YouTube.