By  Princewill Ekwujuru
Every product has its Unique Selling Proposition (USP), if companies identify it, the market is theirs, but if not, they continue to play from the indepth background.

But because, Brand Managers understand the intricacies of  the market and able to read the mind of it’s audience, then the manufacturer is bound to nip the market by the bud.

This reason however  pushed Unilever Nigeria Plc, makers of the close up brands to decide to close the yarning gap in the toothpaste market by introducing  two new toothpaste brands; Close-Up White now and Complete close-up 8.

Overtime, Unilever had consolidated on the market with its Red gel and herbal toothpaste, but made a distinction from other toothpaste brands, when  Mr. Thabo Mabe, Managing Director of Unilever at the unveiling penultimate week explained the rationale behind its commitment towards improving oral healthcare in Nigeria with introduction of the two toothpaste was informed the saying that poor oral hygiene has been identified as a major cause of serious ailments in the country.

Mabe noted that since the mouth is the gateway to the body there is need for Nigerians to ensure appropriate care for the every part of the mouth.

Decrying the poor oral hygiene in the country, he said the newly unveiled products would address the  challenge of oral hygiene per capital consumption.

According to him, Only 33 per cent of the Nigeria population brush twice daily, 46 per cent brush once while 15 per cent do not brush.

The Managing  Director who pledged its total commitment to the dental care of Nigerians saying that Nigerians have rewarded the brand with leadership for which Unilever is grateful and this has made company to continue to re-innovate to meet the changing needs of consumers, enabled by significantly increased investment, new processes and systems and also advertising campaigns.

In related development, Television Commercials to help push the products were also unveiled to Newsmen.
Mr. Dominic Kimani, Marketing Director of the Company, described the new products  as the biggest the company  has done in the last four decades, he explained that the set of close-ups launched, (Closeup White now and Complete 8), “Would  offer all the protection of a fluoride toothpaste and is for everyday use. On top, the glacier fresh flavour leaves a feeling of intense freshness in the mouth.”

Presenting the products, Kimani said that oral care market in Nigeria is estimated at about N20 billion and it is growing at on the average of 10 per cent annually.

He also noted that oral hygiene has remained a challenge with per capital consumption at 90g  against 250g that is obtainable in developed countries.

Further, he  explained that the new technology breakthrough that brought about the new products meets consumers need for health and whitening and keeping in line with consumer trends as well as life styles among core target consumers.