A warm, sweet scented aromatherapy massage for those clever people at the Body Shop for deciding to flog their lotions and potions on the Net; painful colonic irrigation for the person responsible for not registering the e-outfit's new domain name in time. The new e-outfit is called Body Shop Digital and is backed with $15 million of venture capital from Softbank. Unfortunately, someone last night registered the domain of the Body Shop Digital 's new e-commerce outfit -- bodyshopdigital.com and .co.uk -- and it wasn't anyone from Anita Roddick's hippy perfumery. Needless to say the PR bunnies (none were hurt during the making of this story) didn't have a clue what was going on when the Reg called. One did manage to utter that this wasn't really a problem and that the new site would probably follow the pattern of the Body Shop's existing domain -- The-Body-shop.com. Well, that's one way round it. Except that Body-Shop-Digital.com was still available today, although for how much longer is anyone's guess. Yesterday, CE Patrick Gournay said that the company had to "put [its) house in order" before selling things on the Net. Quite. ®