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You heard it right. We have arrived to a point where we can buy not only bottled water, but bottled air, as well. To be honest, this is not only air, this is more than that. It contains the most essential element of air: oxygen (O2 oroxigén). That is why the new product, that some savvy marketers try to introduce, is called canned oxygen. I am sure you ask yourself now: But why would I pay for something that is free? The question is good, but remember: This is exactly the same question that people asked themselves, when bottled water was introduced. Bottled water is a $9billion industry now in the US alone, and growing. They say that bottled water is healthier than tap water, it tastes better, and they can take it anywhere. These are the same reasons, that make bottled oxygen better than normal air.

However, the concept of paying for oxygen is not entirely new. There are those oxygen bars (oxigén bár) which were famous in the ’90s. People would spend a 20 minute session of breathing pure oxygen, while relaxing and listening to chilling music. Usually, the oxygen would come in different flavors or scents, like mint, citrus, orange or strawberry. You had to put a special breathing tube into your nose, so you looked something like a hospital patient. But after a treatment, you felt more relaxed, healthier and energized. Oxygen bars have become a social phenomenon, at least for the more upscale and sophisticated crowd. Now, marketers want to take this idea to the next level. They want to offer oxygen to everyday people, for everyday use. The producers are quickly building up connections with distributors, who already started to offer bottled oxygen products in supermarkets, grocery stores and health clubs. Still, many people think that the idea is weird or too futuristic, but the success of bottled water started the same way, so there may be a huge potential and endless possibilities in it.

The producers claim that canned oxygen is useful against several problems. It helps to reduce stress, headaches, jetlag, altitude sickness and hangovers. It promotes healthy hair, and helps reduce the aging of the skin. It increases libido and enhances sexual performance. It creates an energizing feeling after a workout in the gym, or in the morning just after waking up. Is this a reality? Well, oxygen therapy has quite a long history already, and everybody knows that oxygen is essential for life. Besides, famous celebrities and singers like Madonna, Axl Rose and Mick Jagger have been reported to use some form of oxygen therapy. In fact, air contains only about 20% oxygen, while the bottle has pure (90%) oxygen in it. In the most polluted cities like Tokyo or Beijing, people already started to us the product. We will have to see what the future holds for canned oxygen, but until then, just keep breathing!