The Kitchen Sink Day-Spa Experience

source:  epinions.com

We can't simply do dishes anymore.

Because in this technological era, even the most minuscule labour is all but tedious to many, and dishwashing is no exception.  Thus, all of us demand excitement out of our products, especially the ones that go unnoticed.

The rule of today: everything must be an experience.  The fragmented world leads everyone to believe so, as one immediately notices that almost every new product is designed to grab our shrinking attention: sleeved blankets, living room recliners that massage, ultra high-definition televisions....

So it doesn't surprise me to see that society's constant demand for the sublime is affecting the household cleaner market.  Colgate-Palmolive Canada Inc. has taken advantage of such demand with its newest line of Palmolive dish soaps.

A good example is the Ultra Palmolive Aroma Sensations dishwashing liquid.  When I looked at the description of the product, one particular passage caught my eye: 

                             Sometimes a good smell can make all the difference when you are doing a

                             household chore.  It can perk you up, relax you, or even cause you to start

                             singing. (source: colgate.ca)

Washing dishes is supposed to be a meaningless task.  Yet in the zenith of the Industrial Revolution, humankind has developed a need for comfort anytime, anywhere.  Clothes must be of comfort, cars must be of comfort, and washing dishes must be of comfort.  Comfort is western society's most treasured fetish.  Western society today is truly an enigma: the more innovative its inventions, the more vulnerable its citizens become.

We'll soon be demanding comfort everywhere, even while shoveling manure.