Companies have been tinkering around with water and selling it to us for years - Evian, Pellegrino, Perrier, Acqua Panna, Vitamin Water, Smart Water, Fruit2O, Water Joe, Krank2O (those last 2 are pumped full of caffeine), Fiji, Dasani, Poland Spring...the list goes on and on. And let's not forget the Evian in a spray bottle. That is great marketing right there. Put your existing product in a spray can and double the price. Evian must be laughing all the way to the bank.

And of course, there's Trump Ice, bottled water with The Donald's likeness emblazoned right on the label.

I often wonder what the difference is between some of these. Does it really mean something to be from Maine, as Poland Spring suggests? What's the difference between bottled water from Coca Cola (Dasani), Pepsi (Aquafina), or Nestle (Pure Life)?

Meanwhile, I faithfully buy overpriced Fiji water every week, in its attractive squared-off bottle with the pretty flowers. It's a luxury and I am a sucker.

But now we have special water for our hair. This is a little bit hard for me to swallow:

"The exclusive, patented 2-stage Beauty Water™ Shower Purification System uses one of the highest grade filters to change ordinary shower water into pure, pH-balanced water free of hair stripping, skin damaging chemicals and metals. It’s like showering in natural spring water."

This is the description for a new water purifier from Jonathan Product. It's $95 initially, and $55 for replacement filters, which wear out in 3 months. So, you'd be paying $260 for the first year, and $220 every year after that. Unless you live in an area with very hard or very soft water, I'm not sure I see the value in something so costly (which is a rare thing for me to say). The fact that Jonathan Antin looks like he is trying to be Tom Ford in all his press photos is also slightly unappealing to me. We all know that there can only be one Tom.

What do you think? Breakthrough or gimmick?