Step into the world of Gwyneth Paltrow

“You know, I use organic products, but I get laser treatments. It’s what makes life interesting, finding the balance between cigarettes and tofu” – says Gwyneth Paltrow

Controversial?

Curious, a little bit controversial – that’s her label Goop, too. It sells wellness culture and conscious living with а feminist attitude. On her site you can “Read. Shop. Discover”. It is so simple but it works. Her philosophy is to show the feminine point of view, to highlight femininity, not trying to act like a man. As people said her brand is a “trend-setting, attention-getting, successful, culture-shifting, multiple-revenue-sourced lifestyle brand.”
It was launched in 2008 from Gwyneth’s kitchen as a weekly newsletter focused on advice. According to Gwyneth Paltrow herself, the brand is “not afraid to ask questions”. From its beginnings, Goop has promoted concepts like acupuncture and gluten-free eating that have become mainstream. Now Goop’s empire was valued at 250 million dollars and the brand’s newsletter reaches more than 10 million subscribers.

NEW YORK, NY – APRIL 11: (Exclusive Coverage) Gwyneth Paltrow prepares food in the kitchen before the celebration of “My Father’s Daughter” on April 11, 2011 in New York City. (Photo by Kevin Mazur/WireImage)

What is the secret behind Goop?

It sets the trend instead of following trends. “I wrote a gluten-free cookbook not only talking about gluten-free foods.” As we know nowadays gluten-free is mainstream.
Once Paltrow shared that she would like her brand to be like Disney: Goop generates revenues through offline experiences, partnerships, and online retail. “If you had told me when I was on the set of “Sto account in Love” that I should have learned accounting, I don’t think I would have believed it” – she says.

Now we can’t call Gwyneth Paltrow only an actor – she is an entrepreneur. Goop indeed allows choosing between a lot of ideas. For instance, a candle called “ This Smells Like My Vagina”. It is described as “a funny, gorgeous, sexy, and beautifully unexpected scent”. It smells of geranium, citrusy bergamot, and cedar absolutes with Damask rose and ambrette seed. This funny idea attracted the TV show “Jimmy Kimmel Live” and it was once described as a good sense of humour.

DALLAS, TX – NOVEMBER 20: Gwyneth Paltrow attends the goop pop Dallas Launch Party in Highland Park Village on November 20, 2014 in Dallas, Texas. (Photo by Layne Murdoch Jr./Getty Images for goop)

“I think humour is a great way to connect to a customer and for them to understand … that you have a relaxed open approach in your marketing” – says Paltrow. In response to Covid-19, Goop entered the fast-meal market creating “Goop Ghost Kitchen”, a delivery-only health food service in Santa Monica. It is very curious to watch the documentary “The Goop Lab”, too. Some people say that this is propaganda of Goop’s magical thinking, showing her female attractive employees – a mixture of races, sexualities and characters. On the other side, this documentary is an ode to beauty and it is pleasure to spend few hours with “The Goop Lab”.

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