Water Facts, Water & Women

Fifteen years ago water was almost the sole premise of women. With a powerful image of promoting youth and beauty it became a fashion icon for models, entertainment and sporting personalities and office workers, both as an indicator of healthy living and an aid to dieting.

In the workplace, coffee and tea were in favor of a bottle of water concealed under the desk and caffeine or decaff demoted to an after dinner drink. The black coffee and cigarette brigade of workers were suddenly viewed as unhealthily aggressive, whole water blossomed into 500 ml. and sports cap bottles sold alongside the sandwich counter. With the development of PET, water in desirable lightweight containers became the ultimate portable beverage, embodied by the beautiful celebrities who carried it through airports, while out shopping and with their children.
A bottle of water has become an in-car essential for the independent modern woman and as the educational process of the rehydration massage took hold, men gradually have followed suit. Women - and men - now take water into gyms and leisure centers, nightclubs and out shipping. As avid label readers and analysts of beverage content, women were the first to realize the benefits of drinking water over carbonated soft drinks. Most importantly, as a recently developed product, bottled water holds particular appeal for the young, with its inherent health qualities, has a desirable and youthful image. Excepted from "Women and Water" by Claire Phoenix.