New Age Capitalism: Making Money East of Eden by Kimberly J. Lau

By Kimberly J. Lau

The pursuit of future health and wellbeing has turn into a primary and generic a part of daily life in the USA. we're surrounded via an attractive international of goods, practices, and promotions assuring overall healthiness and happiness—cereal packing containers declare that their contents can lessen the chance of middle illness, bars of aromatherapy cleaning soap search to scrub away our stresses, newspapers rejoice the wonders of the most recent superfoods and natural treatments. not restrained to the area of Western drugs, feedback for fit residing frequently flip to choices originating in far-off occasions and locations, in cultures very various from our personal. Diets from historical or distant teams are offered as therapies for every thing from colds to melanoma; workout regimens in keeping with japanese philosophies are heralded as paths to actual health and wellbeing and non secular wellbeing.

In New Age Capitalism, Kimberly Lau examines the ideological paintings that has created this billion-dollar company and allowed "Eastern" and different non-Western traditions to be coopted by way of Western capitalism. Extending the orientalist common sense to the enterprise of wellbeing and fitness and wellbeing, American businesses have created a profitable and aggressive marketplace for their items, encouraging shoppers to think that they're making the perfect offerings for private in addition to planetary healthiness. in truth, substitute future health practices were commodified for an American public longing not just for well-being and wellbeing but additionally for authenticity, culture, and a connection to the cultures of an imagined Edenic earlier. even though shoppers could wish to purchase into "authentic" non-Western cures, New Age Capitalism argues that the industry financial system makes this aim unattainable.

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40 Again, each of the four fragrance categories targets a specific mood or state of being rather than inspiring some sort of overall contentment. The proliferation of spin-off fragrance therapies exemplifies the capitalist necessity to divide the product line as well as the body and mind and spirit into as many parts as possible to ensure a continually growing market and consumer base. 41 As Beth Pritchard, CEO of Bath & Body 36 Chapter 2 Works, points out, however, innovation is only one way to expand the business: "Because you don't desperately need our products, we must entertain you.

After being cleansed and packed, the body was anointed with scented oils, most frequently cedar oil, and then rubbed with fragrant compounds. These mixtures were also applied to the bandages as the body was being wrapped. "13 Like the ancient Egyptians, ancient Greek and Roman cultures also made extensive use of aromatics, in many cases imitating the perfumery and scenting practices of the Egyptians, Persians, and others in the East from whom they obtained many spices, gums, and other substances.

AROMATHERAPY 33 Hasnain Walji presents a similar, though slightly less ardent, approach in The Healing Power of Aromatherapy: The Enlightened Persons Guide to the Physical Emotional, and Spiritual Benefits of Essential Oils. He, too, emphasizes the importance of an alternative lifestyle as the best way of approaching health holistically. Holistic health is premised on the understanding that an individual is influenced by the body, mind, and soul and that none works in isolation of the others. "31 To achieve this positive state of well-being, Walji advocates a nutrient-rich organic diet, exercise, and mental relaxation as well as aromatherapy for maintaining (or achieving) physical, emotional, and spiritual health.

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