There is an ad running for Borba in New York Magazine that says "drink your way to beautiful skin". I promptly went to and discovered that you can buy the pack of products pictured above for the bargain price of $100 (as opposed to $140). That's right $100 for water. Oh OK, it has vitamins added.

Borba was originally launched in 2005 with a range of different vitamin concoctions so that you could buy a bottle of  water that will serve a specific function, such as firming or age-defying. I laughed out loud when I saw Borba in a drug store and since thought it had died a well-deserved death. But no, Anheuser-Busch has bought the company - the maker of Budweiser (honestly, you can't make this stuff up) - and has injected it with new marketing dollars.

Jumping on the "water makes you beautiful" bandwagon is Pepsi, which is marketing a skin care range under its Aquafina bottled water brand.

In case you get tempted, get a life. The idea that vitamins in water will give you firm skin is hooey. There isn't even much compelling scientific evidence, as I pointed out in another post, that the old adage of drinking eight cups of water a day is the best moisturizer you can have.