The wellness industry wants you to drink away your anxiety, one $6 can of CBD-infused sparkling water at a time
loudly echo Recess’s marketing strategy. The former’s canned beverages are an extension of their cafes, which launched in New York City in 2016 and have since expanded to LA. The company was born the year after its founders, Matthew Morton and Conrad Sandelman, traveled to Japan to source ceremonial-grade matcha.
Batchelor has a history in the wellness business and has studied ayurvedic medicine. Her last venture involved working with hotels to create wellness amenities for guests “beyond just, like, a dusty yoga mat in a closet,” Batchelor says; they included meditation with Deepak Chopra, built-in Pelotons, and “minibar cleanups” that removed the usual junk food.
Kin has actively — not just aesthetically — zeroed in on women; the brand, its website says, “believes in a night where social isn’t sinful and self-care doesn’t stop at sunset.” The equation of alcohol with “sin” brings to mind diet language — the use of “guilt” and “naughtiness” to shame women for seeking pleasure.
Both Batchelor’s language and Kin’s marketing echo the wellness industry’s more general efforts to appeal to women. Amanda Mull,who covers consumerism, has noticed how wellness brands specifically target them, whether they do so explicitly in their messaging or not. “I think that wellness as the consumer industry we know now was created as a way for health and weight-loss brands to market their products as ‘lifestyle’ experiences for women,” Mull tells me.
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