Closeup Diamond Attraction – Review


This month has been mostly about Closeup Diamond Attraction for us. We were flown to Mumbai to attend its launch, we got the products to try before it was launched in the market and then we again flew to Mumbai for another exciting collaboration with Closeup for the same product!


All of this to promote a toothpaste. We had to wonder, does the product really delivers its claims of instant whiter and brighter teeth? The company must be really confident in their claims as it is supposed to make your teeth whiter and brighter in just one wash and with every wash you see a clear change towards a brighter smile.



Let’s take a closer look at the product and see what it is all about!


Co-created with cosmetic dentists, Closeup Diamond Attraction is a revolutionary toothpaste that makes use of patented blue light technology which works instantly to make teeth whiter, and over time it continues to work to give you a whiter, brighter and more radiant smile.


“This toothpaste has revolutionary Blue Light Technology. When you brush with it, you see the unique blue foam in action. After brushing, the blue is gone…and your teeth are visibly whiter than ever before. Right from the first brush! It also provides gradual whitening with regular use”


Commenting on the launch Atul Sinha, Category Head, Oral Care HUL said, “We believe Closeup Diamond Attraction will be a game changer in the category as it transcends from oral care into the beauty space, and leverages on the growing trend of involvement in the beauty segment. Co-created with cosmetic dentists, new Closeup Diamond Attraction is proven to give visibly whiter teeth from the first brush itself. It is a must-have for new age beauty kits.”


I have been using this product for 3 weeks now and here’s what I think: In the first wash, I was expecting my teeth to be like realllly white as the girl in the TV commercial (not the blue glow though, I do NOT want that!) but after the wash, I was a little disappointed but to be frank, does your hair become like the Ariel mermaid, flowing and glowing like Anushka Sharma from the Clear Shampoo Ad in the first wash? No. But what the toothpaste did do was quite apparent after a closer look. It removed the slight tint of yellowness and my teeth did appear a tad bit whiter!


Over a course of regular use of this half blue-half white gel toothpaste, I can definitely say that I love it. My teeth do appear whiter and the smell of the toothpaste is so minty! If you have to use a toothpaste, why not use this one which has such a fresh and pleasant smell and PLUS, it actually makes your teeth whiter! Regular toothpastes would clean your teeth really well, keeps the germs away and all, I agree. But this one goes an extra mile to make your teeth brighter!


Price: Rs.40/- for 50gm

Rs.79/- for 100gm


I would say it’s a 5/5.


Go for it!



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