Closeup gets a beauty glow up with Gen Z rebrand

Unilever’s toothpaste brand Closeup is repositioning itself as a beauty brand with a full-scale rebrand targeting Gen Z consumers across South and Southeast Asia.

The revamp, developed by creative partner MullenLowe Singapore, marks a strategic shift from traditional oral care messaging to one focused on beauty and self-expression. According to the agency, the campaign reflects evolving audience expectations and sets the foundation for future brand-building efforts in the region.

Rolling out across India, Indonesia, Vietnam and the Philippines, the campaign spotlights Closeup’s new whitening range, White Now, positioning it as a key step in Gen Z’s daily beauty routine. The line features a purple colour corrector formula designed to brighten smiles instantly, tapping into social media-ready aesthetics and the generation’s desire for authenticity and spontaneity.

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The campaign spans Facebook, Instagram and YouTube, with assets designed for platform-specific storytelling.

“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," said Gem Laforteza, global brand director for Closeup, Unilever. 

In tandem, Meryke Naude, beauty creative director at MullenLowe Singapore 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," added Naude. 

Closeup isn't the only Unilever brand to be riding the Gen Z wave. In March this year, Lifebuoy launched a horror-comedy campaign in Indonesia titled "Ketempelan dinginnya" ('Get possessed by coolness'") to engage Gen Z audiences. Created with MullenLowe, the campaign playfully reinterprets the cultural concept of "ketempelan", typically associated with spirits, to promote a cool, refreshing hygiene experience.

Meanwhile, in April, feminine care brand CHARM launched the tagline "Ekspresikan diri tanpa henti" ('Express yourself without limits'), targeting Gen Z women while celebrating Indonesia's Kartini Day. The campaign, led by Uni-Charm Indonesia, aimed to empower young women to pursue their goals confidently, even during menstruation, reflecting the brand’s broader commitment to self-expression and youth empowerment.

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