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Launched in 1967, it is the first gel toothpaste in the world.[2] In 2003, Unilever sold the exclusive licensing rights of Close-Up in United States and Canada to Church & Dwight.[3] This sale did not affect the brand in other countries, like India where Unilever and its subsidiaries continue marketing Close-Up.[4] The brand is positioned to target the youth segment with a lifestyle appeal in its advertising campaigns