Crimes Against Language

There's a dry cleaner and a liquor store in the same mini plaza near my new home, which is handy because I needed both services this week.

I park my car between them which happened to be in front of a beauty salon... another service close to my home that I imagine might come in handy someday if anything, god forbid, ever happens to Paul the Official Library Hairdresser.

I pull in to my spot, put the car in park and notice a sign in the salon window for a make-up line called Bare Escentuals.

*blink, blink*

Escentuals?

Now, I'm no champion speller, but that doesn't look right at all. It's a printed sign too so it must be intentional, or should I say intensual? I looked up their website today and yup, that's how they spelled that.

Is it a play on the words essentials, sensual and scent all in one horrific blow? What WERE they thinking?