Close-Up Toothpaste Relaunched With Three-In-One Benefit

The packaging of new Close-up Active Gel with Vitamin Fluoride System has been completely changed. It comes with a stand-up cap and a metallic tube. The stand-up cap makes storage of the tube easier.

Speaking on the relaunch of Close-up, Mr. Sanjiv Kakkar, HLL’s Vice President – Oral Care, said, “Close-up was the country’s first gel toothpaste. Close-up was also the country’s first toothpaste to offer the benefit of fresh breath. In keeping with this tradition of offering discontinuous benefits, we have once again relaunched Close-up to offer the best and the most modern mix offering triple benefits through a single toothpaste.”

New Close-up will be available at the same price-points -- 150-gm tube at Rs.42.00, 80-gm at Rs.25 and 40 gm at Rs.12.50.

Launched in 1975, Close-up was the first gel toothpaste in India. It has since then undergone periodic relaunches. The Close-up franchise comprises Close-up Active Gel (red) with Vitamin Fluoride System, the mother variant, and Close-up Lemon Mint, a transparent gel in a transparent tube and a window carton. Close-up Lemon Mint had been launched in 2002.