The current market share of Close-Up is about 20 per cent in the Rs 1,000 crore toothpaste market. The move to revitalise Close-Up comes after a gap of almost two years since the brand was relaunched with the benefit of having a mouth wash, aimed at delivering fresh breath.

The previous relaunch led to a significant gain in market share for the brand, the company said. However, the market share subsequently flattened to about 20 per cent.

``The idea behind the relaunch now is to give the brand a strong, improved functionality and provide better delivery of fresh breath. With the added benefit of an anti-bacterial, the product is now geared towards delivering the core benefit of freshness more effectively,'' said HLL general manager - marketing (oral care) Mukul Deoras.

The new advertising campaign for the new Super Fresh Close-Up is soon breaking in all media. The company has also upgraded the carton and tube packaging of the product so as to change the look and feel of the brand. The picture of a young couple which was earlier printed on the carton has now also been embossed on the laminated tube. ``This is to emphasise on the USP of the youth brand as one which delivers fresh breath that lasts longer,'' said Deoras.

The market research conducted by HLL among the youth on Close-Up revealed the need-gaps in the market for a superior functionality in the brand. The target consumer - the youth - forms a quarter of the total population. With the new excitement behind the brand, HLL hopes to increase its market share to 30 per cent in one year, said Deoras. Competitor Colgate Gel has a market share of about seven per cent.

The gels market is witnessing major activity with the other recent relaunch being that of `Colgate Fresh Energy Gel' of Colgate-Palmolive (India). This relaunch was in line with Colgate's strategy to get more focussed on the two main product attributes - "Freshness" and "Energy". Colgate Gel too has undergone a change in its packaging to clearly set out the message of "Freshness" and "Energy" to the consumer.

In the case of Colgate Gel, consumer research disclosed that the key consumer aspiration from usage of gels was `Freshness' and `Energy'.The relaunched Close-Up is priced at Rs 33 for 100 gm. Close-Up traditionally attracts a price premium over the other toothpastes in the market. This, the company says, is owing to a higher cost involved in the formulation and packaging of the toothpaste. Colgate Fresh Energy Gel is priced at Rs 30.50 for 100 gm.