I bought a tube of toothpaste just for the box design. I was overcome by its enthralling images and words. Every so often, this happens to me. I find a piece of mundanity that is, either by the intent of marketers and designers, or unintentionally, filled with mystical and poetic spirituality. Personal care products, detergents, and over-the-counter medicines are particularly prone to this kind of packaging. Here is the beautiful panel from the Colgate toothpaste box.

The background is a metallic, iridescent blue-violet with rainbow reflections in strong light. The diamond image is also layered with "diffraction" prismatic reflecting film. The red "Colgate" logo and the rest of the box is also a metallic red. It looks like a Christmas ornament.

The name of the product immediately suggests divinity: "Luminous." And what the copy text promises seems equally religious, translated into dental metaphors. "Strengthening…Shinier…Reinforces weak spots…lifts off stains." This is traditionally what good redemptive religion is supposed to do, and not just to your teeth. So the regular and prayerful use of Colgate Luminous may lead to a closer, uh, taste of God.

And as for the other world, note the slogan and logo to the right of the main design. "Experience the delight of "Paradise Fresh." You can't get more eschatological than that. The divine practice of cleanliness and devotion will lead to a taste of delightful and ever-new Heaven, in this world and possibly the next as well. "Paradise Fresh!" In the logo is an image of what appears to be a blue flame in front of tropical waters and a palm tree. The calm sea and the palm tree have often been used as images of "Paradise," and both are often found in the scriptures of religions such as Judaism and Islam as spiritual metaphors. The blue flame is actually a stylized representation of a brushful of the toothpaste, implying luminosity.

I opened up the toothpaste and put some on my humble toothbrush. The first thing I did was shut off the lights in the bathroom to see whether "Luminous" glowed in the dark. Alas, it didn't. But the paste itself was a visual wonder. It is purplish and translucent, and throughout its depths it glitters with tiny silvery and multicolored sparks. It looks more like a festive candle than something you put in your mouth. I brushed my teeth with it, expecting my mouth to glow. I expected some exotic taste of melon and herbs, but it tasted rather like any other toothpaste, minty and refreshing. And yet even a toothpaste can be a holy communion, a foretaste of Heaven in a lowly bathroom.

Posted at 3:43 am | link