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Want Fries With That?

Is this the aftermath of a <i>Three Stooges</i> pie fight or just the latest spa trend?

By Talicia A. Flint

Opinions expressed by Entrepreneur contributors are their own.

Why are consumers binging on the $5 billion spa industry'snewest thing: food baths and massages? To find out, I went for the"Champagne Wishes & Caviar Creams" treatment atVerabella Skin Therapy Salon in Beverly Hills. Created by Verabellaowner and 25-year industry veteran Vera Kantor, the service usesreal champagne and caviar extracts to combat the signs of aging. Iadmit I wasn't too excited about the idea of wrapping my facein caviar and a freeze-dried collagen sheet at first. Ah, me oflittle faith. I floated out of the place glowing and exuberant,vowing to return once a month, even if it meant hocking all mypossessions to be able to afford the $150 treatment.

Food-themed treatments are catching on in spas nationwide. TheSpa at the Crescent, in the Hotel Crescent Court in Dallas, offersa specialty body treatment that features being slathered withbarbecue sauce, while Aroma-Listic Day Spa & Salon in AgouraHills, California, touts a "White Chocolate RaspberryTruffle" service. "Clients can get a European wrap andfacial anywhere," says Monique Moore, 32, who co-ownsAroma-Listic with twin sister Monette Moore. "If you'remore original with your ingredients, you draw in morepeople."

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