Photo source: Closeup
Smiles matter. A bright smile may set any tone - whether it is walking into a room, joining a group call, or taking a quick photo. Confidence begins with how you show up, and a fresh white smile may speak louder than words.
"Every day, there are numerous things we cannot control. However, what we can control is how we choose to show up everyday. We at Closeup want to help people be more confident in showing their smiles–and choosing to show up with it," said Eunice Uy Tan, Closeup Assistant Brand Manager.
This was the idea behind Closeup's first-ever whitening serum toothpaste.
Closeup introduces its newest innovation, White Now, the brand's first-ever whitening serum toothpaste through a vibrant all-white launch event on July 27 at the SM Mall of Asia Grounds.
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Photo source: Closeup
Plus, fans were in for a treat as Closeup ambassadors Belle Mariano and Kira Balinger brought added sparkle by playing games, engaging with fans, sharing stories, and capturing selfies throughout the afternoon.
Photo source: Closeup
Guests experienced four interactive stations with Mariano and Balinger, designed to showcase how Closeup White Now delivers freshness and instant whitening. Everyone explored demos, games, and photo spots before the main program.
Closeup White Now comes in two variants, the Purple Serum Toothpaste which is designed for instant whitening upon brushing, made possible through purple serum technology. Its formula neutralizes yellow tones on teeth, creating a visibly white effect. The other variant which is the Detox Cleanse Serum toothpaste focuses on deep stain removal over time, it is recommended to be used at night to counter daily staining from food and drinks.
During the event, a live demo showed how the products work. A pearl necklace, representing teeth, was dipped into dark liquid to simulate staining. After application of the purple serum, the pearls returned to their original shine–demonstrating the whitening power on surface stains.
Fans took part in the "Stains on Display" digital game, where they tapped away stains to reveal clean teeth. At the "Smile Spotlight" station, they snapped photos of their confident smiles. Those who completed all three activities received a DIY charm bracelet and a Closeup White Now pouch.
Photo source: Closeup
Rigorous lab and clinical testing were made to ensure that the products would work. "When we show up, we want to show up confident. Sometimes, freshness is not enough. People want visibly whiter teeth, sometimes instantly. That was the inspiration behind Closeup White Now," shared Gladys Marquez, Research and Development Lead at Closeup.
For Balinger, it was the Closeup White Now Detox Cleanse Serum that stole her heart. Being energetic and immersed in her work, she multitasks and keeps herself busy, which is why Balinger finds it ideal that the Closeup White Now Detox Cleanse Serum toothpaste works even while she is sleeping, preparing her for the next day's engagements.
Mariano, also shared how Closeup White Now fits into her daily routine. "Whenever I go on tapings or step out, I want to be my best self. It helped me feel more confident."
For her, authenticity and confidence comes from within, however, a little boost makes her smile from within. Sharing that when you feel your best, people around you also feel good. "Do take care of yourself. Do not be afraid to try something new," Mariano reminded fans.
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Photo source: Closeup
Now through the Closeup White Now, you do not have to be afraid of smiling brightly. Closeup White Now is here to help lift away your teeth surface stains, so you may enjoy having coffee with friends, eating meals with soy sauce or curry, and create many more memories with loved ones and friends without worrying about yellow teeth.
You too may visit the pop-up booth of Closeup White Now which remains open at the SM MOA Grounds until August 6, 2025 and feel more confident like Closeup Ambassadors Balinger and Mariano.
Photo source: Closeup
Switch to the new Closeup White Now, available at leading supermarkets and drugstores nationwide. For more information visit the Closeup Facebook page and catch events and updates about Closeup's new whitening serum toothpaste.