The bath and body phenomenon is beginning to hit the supermarket aisles as retailers test the waters for popular bath elixirs that carry very attractive margins. It began with specialty retailers like The Body Shop, which opened its first store in 1988 with a dazzling array of exotic and natural bath specialty products such as shower gels, foaming beads and body scrubs. Since then, other specialty retailers such as Bath and Body Works, H20 Plus, Nature's Elements and Garden Botanica have ...

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