Brush Your Teeth With ... BMW?


  • Hello Products Picture

    Hello Products Picture

    BMW DesignworksUSA has reinvented the toothpaste tube. | March 21, 2013

3 Photos

Just the Facts:
  • BMW's DesignworksUSA subsidiary has designed the packaging for a new line of natural oral-care products.
  • The custom designs include toothbrushes, as well as unique containers for toothpaste and mouthwash.
  • The manufacturer, Hello Products, is introducing the line this week at Walgreens and Duane Reade, with other retailers to follow.

MONTCLAIR, New Jersey — BMW DesignworksUSA has partnered with Hello Products to release what it calls the world's first "seriously friendly oral care line," which includes toothpaste, mouthwash, breath spray, and toothbrushes.

In the past, DesignworksUSA, BMW's design consultancy arm, has collaborated with such brands as Adidas, Canon, Gulfstream, John Deere, and Nokia. Its experience in personal-care products has included work with Mary Kay Cosmetics and Waterpik, so its latest project really shouldn't be so surprising.

Hello Products began when founder Craig Dubitsky realized that most toothpaste and mouthwash ads talked about "killing" bacteria and "fighting" decay. As the company's Web site says, "We clearly didn't get the memo that there's a war that's been waging in your mouth."

Dubitsky started his company to offer a kinder and gentler alternative. The 99 percent natural product line eschews stinging alcohol, as well as artificial colors, sweeteners, and harsh chemicals.

Impressed by DesignworksUSA's "mastery of function and beauty" on past projects, Dubitsky approached the BMW subsidiary to create the packaging for the line. These are not the familiar tubes and bottles we normally see on supermarket shelves. Each item is unique and custom-designed.

DesignworksUSA says it "sought the perfect balance of form and function, incorporating a soft, curved aesthetic and thoughtful, user-centric precision." The result, the company says, is a design that is beautiful enough to leave on display while still setting new standards for user-friendliness.

Hello Products come in flavors like Supermint, Pink Grapefruit Mint, Mojito Mint, and Sweet Cinnamint. Beginning this week, they'll be available at Walgreens and Duane Reade, with other retailers to follow worldwide. But don't ask for them at your local BMW dealer.

Edmunds says: DesignworksUSA's creations for Hello Products may not have the sleek lines of an M6, and they almost certainly aren't powered by a turbocharged V8, but on the other hand the M6 has never been called minty-fresh.

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