Have You Seen Gwyneth Paltrow's Goop?
Gwyneth Paltrow’s Goop Website
As early as 2008, Gwyneth Paltrow envisioned a simple weekly newsletter where she could share practical advice on food, diet, exercise, shopping and even personal musings. Using her nickname G.P. as the reason where Goop came from, it carried the theme “nothing could mean anything.” She wanted to reach her target audience via email like a blog to be sent out to close friends and people in the entertainment industry. Gwyneth wanted to chronicle her travel experiences and suggested places to stay, publish recipes that advocated her health principles and list down the latest products under her shopping recommendations. She also wanted to shoot out questions to encourage a reaction from friends on various topics that deal with fitness, psyche, health, etc. With very limited funding, it was to be very low scale yet personalized so that Gwyneth had an outlet to bring out the message of making every choice count.
Six years after its launch, Gwyneth Paltrow the CEO of Goop has grown into a full scale, e-commerce and digital lifestyle brand. Along with a carefully chosen staffbehind it, it has become an online lifestyle magazine where content, feature; collaborations from designers are meshed together per issue. Its savvy mix of lifestyle, travel, cooking and shopping has made it both a controversial and aspirational website for many. Experts from different fields have shared their thoughts and suggestions using this as an effective tool to give quality concept advice rather than the commercially adaptable anonymous feedback.
Having a stylish icon behind the brand, Gwyneth Paltrow uses her celebrity status to advertise her unbiased and open-minded approach in products and trends, factors that contribute to the success of Goop.Only items or things which have been tried and tested can be included in the newsletter because she will only recommend something that she loves and think worthy of buying.