Luminous. This word is what caught my attention in the toothpaste aisle. I wanted to try something new and flavorful. I had just spent the last month using a much less desirable brand. This time I want flavor! I picked up three toothpastes. As I was shopping, I started to think maybe I shouldn't go overboard and spend money on three toothpastes. I was going to put this Colgate Luminous Enamel Strengthening Fluoride Toothpaste back on the shelf, but I kept seeing that word Luminous and changed my mind. I'm glad I did! This toothpaste comes in a red box with Colgate in white. The tube itself is purple with the red label and Colgate in white. The cap can be screw off or flip top. I like the flip top. I squeezed some on my toothbrush. The gel is purple and tastes so good. The taste isn't overwhelming just tastes like grape. You may also taste other flavor in this toothpaste. Grape is the main flavor though. Colgate Luminous' box states that it will give you stronger, shinier and whiter teeth, reinforce enamel layers by rebulding weak spots and lift off yellowing surface stains to whiten teeth. I just love the flavor....Paradise Fresh. Make sure you buy this flavor. It's so yummy!