The Unbearable Lightness of Spa Writing

Bear with me. I promise I will soon come round to discussing spa, the theme of this blog.

The other day I saw a most original documentary called "Helvetica." It’s a thoroughly entertaining feature-length film about the font. That’s right. The filmmakers took a subject that just as easily could have appealed to only a demographic sliver of geek designers and art snobs and turned it into an enlivening and playful pleasure. Plus I learned a lot. So, win-win!

While reading one of the many spa magazines that are spreading throughout the publishing landscape, that film popped into my head. I think it was somewhere in the midst of plaintively asking myself, Why is spa writing so boring? Am I right? Do mainstream spa publications put you into a soporific stupor like they do me, a reader who is really, truly interested, who wants to read about the topic? And many of the stories are delivered in dreaded first-person accounts—nothing looks more beige on the page than one person’s drained-of-all-signs-of-life spa experience.

How is this good for spa land?

It doesn’t have to be that way, and "Helvetica" proves it. Many single-themed magazines, especially those that are wellness oriented, have somehow swapped out good and thoughtful writing for story copy that sounds like every other story copy and every other writer. It's the Spa Voice. I think they want us to think that the writing mirrors the peace and tranquility of the topic, but it doesn't; it's just sadly safe.

This, in fact, is how the documentary filmmakers entertainingly explore attitudes about the Swiss font. It's the story of how Helvetica quickly became all the rage in the design world because of its clean, modernist lines. Everyone went Helvetica crazy and fifty years later Helvetica is still used everywhere. Once you start looking for it you’ll see Helvetica is the font of choice for the majority of corporate behemoths—from the Gap to Crate & Barrel to IRS tax forms. It's sad and spooky. For many designers it’s become a symbol of the stupefying sameness of no-good corporate brainwashing that has infiltrated every aspect of our lives.

What are the ramifications of this corporate writing for spa land?

As a spa lover who wants spa to flourish and to truly be an instrument of positive change for healthier and more mindful living, I fear spa may have become co-opted by big business, with all the interesting edges rubbed out so that we think: spa = good so don't ask questions. If the mainstream writing about spa is any indication, it’s a bit worrisome for those in the wellness industry because they believe in healing the planet, not milking it.

See the movie for the fun of it, and think about what kind of spas you want to support next time you run across an article or a spa menu that’s so lightweight it practically floats out of your hands. That's not the kind of mind emptying we should be after.

P.S. I tried to write this post in Helvetica, but surprisingly Blogger doesn't include it as one of its eight options. So yay for Blogger.