At the start of the year I worked on a semiotics project where I was tasked with identifying codes, across CPG categories, related to routines of relaxation and mood enhancement. There was one specific code which I really loved (anyone else get attached to a code?) but couldn’t quite capture, and which has haunted me ever since.
Product worship. The grocery store as modern apothecary. Seeking opportunities to feel ethereal, euphoric, momentarily transcendent. Finding clarity and peace and lightness in our rituals and ceremonies of care… yet being drawn to sin, blasphemy, and subversion (aka fun). A bit of sacrilege in the search of our holy grails.
I workshopped the name and description, never quite finding the perfect articulation before pencils were down and my codes were due. I ended up going with “Sacred Acts” but wrapped the project feeling a little down for not nailing it.
Months later, “Heavenly Baddies” popped in my head. I think I was listening to Addison Rae.
Anyways, I know the Weds before Thanksgiving is probably a terrible time to send a newsletter and there wasn’t much point to this one in the first place except it is relevant to a very important PSA going into the extra long weekend: Conclave is now on VOD!!
Fascinating! I’m sure there’s some sort of connection here to social media being a site of religious deconstruction & the wellness/religious space overlap