Colgate and Close Up are two leading oral care brands that have been engaged in brand wars for market share. While Colgate has historically dominated the overall market by satisfying basic needs for clean and strong teeth, Close Up targeted the youth segment by appealing to social needs for fresh breath. Close Up's focus on this emerging segment grew its market share significantly. In response, Colgate launched customized products like herbal and gel variants to cater to more needs. Though the two brands take different approaches, their goal remains capturing customers and improving market share as the battle in the oral care market continues.