• Wednesday, May 22, 2024
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Closeup leads battle against bad breadth with Fire Freeze


Poor oral health is a widespread global epidemic and one that is rarely prioritised by governments. While Individuals also accept it as part of life, especially where there is little or no access to dentists, more than 1 billion people do not use fluoride toothpaste. It is estimated that more than 3 billion people do not brush twice a day.

According to World Health Organisation, in developed countries only 5–10% of public health expenditure relates to oral health and in developing countries, where there is low awareness of oral hygiene and poor healthcare infrastructure, 90% of dental cavities remain untreated.

Yet poor oral health is largely preventable. Clinical data has shown that twice daily tooth brushing with fluoride toothpaste can reduce tooth decay by up to 50% in children, compared with only brushing once. Not just brushing with any toothpaste but a paste with Zinc sulphate, an anti-malodour active which provides up to 12 hours of fresh breath and ensures the cool feeling that lasts for hours.

Being as change oriented as its target market, Close up from the stables of Unilever Nigeria has continually renew the oral care experience by introducing new flavors every now and then. As part of her commitment to consumers, Unilever Nigeria Plc, launched Closeup Fire-freeze in Lagos recently.

During the launch of Closeup Fire-freeze, Managing Director, Unilever Nigeria, Thabo Mabe, said “We live in a world where tooth decay affects around 90% of people worldwide, while up to 20% of the world’s adult population suffer severe gum disease.”

“Innovation is absolutely essential if the world must combat the incredible rates of tooth decay that prevails globally and promote oral health. We today live in a world where tooth decay affects around 90% of people worldwide, while up to 20% of the world’s adult population suffer severe gum disease. We are proud that through innovations like Close Up Fire Freeze, we can play a part in promoting oral health in Nigeria and globally. Fire freeze truly embodies the timeless qualities that have made Closeup the number one toothpaste brand in Nigeria. This includes ingredients that offer consumers long lasting freshness and protection from germs that cause tooth decay”.

The National President of the Nigerian Dental Association, Olurotimi Olojede, noted that many people who have mouth odour don’t know that they have it, “we want people to know that Close Up Fire-freeze will take good care of your mouth while also leaving it with long lasting freshness,” he said.

On his part, the Brand Building Director David Okeme said with the new Closeup Fire-Freeze formulation, consumers can experience both warming and cooling sensations, working together in the mouth to give longest lasting freshness like never before.

“The warm red gel helps fight odour causing germs to reduce bad breath while the cool blue gel cools the mouth for Closeup’s new longest lasting freshness variant.

Together, both gels guarantee strong, white and healthy teeth and that is why Closeup Fire Freeze is suitable for the entire family. Its formulation and sensational delivery is a result of a breakthrough technology developed by the Research and Development team at Unilever globally, patented and exclusive to Unilever alone”