Nestle’s Resource will, according to the Huffington Post, citing the The New York Times, join other bottled-water brands like Fiji Water and Evian trying to capitalize on the “ladies who lunch” demographic.

According to Resource’s group marketing manager, Larry Cooper, the ideal consumer of Resource water is “a woman who is a little more on the trendy side and higher-income side, and the bull’s-eye is 35 years old.” To promote the water’s status, the brand will be featured on “America’s Next Top Model” and endorsed by Bobbie Thomas on the “Today” show.

If we’re going to be subjected to absurd ad campaigns that feature interpretive dancer yogis, let’s have them for products that female consumers need and can afford. There’s nothing new about marketing high end, “healthy” food and drink to women. Treating them like they make the major purchasing decisions they do? That would be near revolutionary.