On the last night of April 1966 - Walpurgisnacht, the most important festival in the lore of magic and witchcraft - LaVey ritualistically shaved his head in accordance with magical tradition and announced the formation of the Church of Satan. For proper identification as its minister, he put on the clerical collar. Up to that collar he looked almost holy. But his Genghis Khan-like shaven head, his Mephistophelian beard, and his narrow eyes gave him the necessary demonic look for his priesthood of the Devil's church on earth.

"For one thing," LaVey explained himself, "calling it a church enabled me to follow the magic formula of one part outrage to nine parts social respectability that is needed for success. But the main purpose was to gather a group of like-minded individuals together for the use of their combined energies in calling up the dark force in nature that is called Satan."

As LaVey pointed out, all other churches are based on worship of the spirit and denial of the flesh and the intellect. He saw the need for a church that would recapture man's mind and carnal desires as objects of celebration. Rational self-interest would be encouraged and a healthy ego championed.

He began to realize that the old concept of a Black Mass to satirize Christian services was outmoded or, as he put it, "beating a dead horse". In the Church of Satan, LaVey initiated some exhilarating psychodramas, in lieu of Christianity's self-debasing services, thereby exorcising repressions and inhibitations fostered by white-light religions.

There was a revolution in the Christian church itself against orthodox rites and traditions. It had become popular to declare that "God is dead". So, the alternative rites that LaVey worked out, while still maintaining some of the trappings of ancient ceremonies, were changed from a negative mockery to positive forms of celebrations and purges: Satanic weddings consecrating the joys of the flesh, funerals devoid of sanctimonious platitudes, lust rituals to help individuals attain their sex desires, destruction rituals to enable members of the Satanic church to triumph over enemies.