Apparently.... [conspiratorial beauty whisper] Madonna swears by Gentle Exfoliating Facial Scrub from Alive (£40 from Liberty, London, but strangely $42 on the Alive website), because it contains Kabbalah water, which is allegedly reknowned for its rejuvenating properties. Like, yeah, that's what the Baal Shem Tov was all about.

Quoth those folks at Alive:
Using the purest spring water available on the market treated with ancient scientific wisdom culled from the kabbalistic text, the Zohar, in combination with modern technological advances, ordinary spring water is transformed into dynamic "living" water. Kabbalah Water is characterized by a highly organized structure, crystalline formations and a fractal design. Because of this crystalline fractal structure, this water has low entropy and high energy.

The water has been treated with wisdom? Ancient scientific wisdom? It's a copywriter's living nightmare.

And check this out: at the Kabbalah centre in South Florida - which I guess I walked past on my trip - they "drink bottles of allegedly curative Kabbalah Mountain Spring Water blessed by the group's founder, Rav Berg".

It's a strange, strange world out there, kids.