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Video: What You Need To Know About Gwyneth Paltrow's Online Empire Goop
Photo: ZOEY GROSSMAN Style: JOANNA HILLMAN
In 2013, Gwyneth Paltrow was named "The Most Hated Celebrity" by Star Magazine and "The Most Beautiful
Goop was born in 2008, when several thousand people who signed up for Paltrow's newsletter received recipes for banana muffins and turkey stews in the mail. At that time, neither they nor Gwyneth herself even suspected what this venture would result in. According to the actress, she was sure that "business is not for her." However, she did not abandon the mailing list and even began to actively supplement it. Tried a new diet? We must rather share our experience. Did you fly to Amsterdam? Let me tell you what great bars there are. At some point, there was so much information that new formats had to be invented. It was then that Goop appeared - a kind of diary of a successful young woman, whose philosophy of life was close to millions of people. The company's space turnover (in 2018 its value was estimated at $ 250 million) only confirms the factthat business is just for her, for Gwyneth, no matter what statements she makes. Goop's incredible success can be explained in different ways - up to the action of the notorious talisman stones and the spray with which the actress probably got rid of all the energy vampires at once. But seriously speaking, Paltrow, with her cookbooks, psychology friends and all sorts of experiments, just chose the very right tone for the dialogue from the very beginning. And it's not even about lyrical digressions, slang, emoticons and capslocks (as in the About section) flirting with the reader / buyer. Goop surfing is like talking with a more experienced girlfriend who knows all about men, natal charts, glow supplements and discounts on Victoria Beckham pumps. She does not look judgmental, does not lecture or behave condescendingly,as if you have to thank the universe for this acquaintance for the rest of your life. She is just like you: with her problems, the eternal search for the meaning of life, spiritual teachers, a spontaneous desire to change her wardrobe and finally do something with her hair. And together you are strength. At least as long as there is a good Internet nearby.
If we move the assortment of this lifestyle hypermarket offline, perhaps the whole airfield will not be enough. Goop Shop is the main source of the company's profit, providing it with about 70% of its revenues. There is at least everything, and at the most everything and even more: from Chanel bags and Mosser Glass candlesticks to menstrual cups and books on spiritualism; from organic cosmetics Tata Harper to some brass watering can, looking at which your neighbors in the country should die of delight and envy at the same time. There was even a place for a section dedicated to sex toys. There, for example, the Olga vibrator is found, covered with 24-carat gold. In addition to the “foreign” brands, which Gwyneth has lovingly selected for the site and passed her personal quality control, the actress is actively promoting her own: cosmetic Goop Beauty and fashionable G. Label.
In the Goop Travel section you can watch videos from the most romantic corners of the planet, compile the top 100 travel books and find out where the best shopping in Dublin is. By the way, online guides appeared long before the site itself. Since childhood, Gwyneth has been accustomed to asking people about their favorite places in different countries, and over time she developed a serious start. Finally, all the links to do list in … are collected in one place and even contain guides for traveling with children - with amusement parks and flamingo hotels. The Experiences section will tell you what exhibitions are held in the world's leading museums and suggest choosing the right bow for the cultural program. Because it’s best to go to Olafur Eliasson’s exhibition at Tate Modern not as it turns out, but in a denim shirt and loafers. And with the paintings of Francis Bacon at the Pompidou Center, Akris trousers and a Nanushka sweater are perfectly coordinated - and nothing else.
The Goop team approached the “healthy topic” with the greatest responsibility. Maybe because she wanted to give a worthy rebuff to everyone who called their publications pseudoscientific, or maybe because it is important for Paltrow herself. Moreover, the matter is not limited to only recipes of beauty and favorite asanas. Nice headings like "Fitness" (four main movements for any workout, 13 for perfect, and stuff like that) in the section side by side with serious ones dedicated to psychology and mental health (for example, one of the materials tells how to survive the suicide of a best friend) … And here it is impossible not to recall that Paltrow was one of the first stars who began to openly talk about personal problems like postpartum depression, without fear of an inadequate public reaction. So talk about accepting yourself,emotional tolerance and other serious things, she has every right.
Paltrow took the first pictures of her dishes on her phone, and now her gluten-free pasta may well pose for the best restaurant photographers (which she does regularly). The main content of this section is recipes. Bruschetta with lingonberry sauce and brie, cashew saute, shakshuka - no one will leave the site hungry. For those who prefer watching the cooking process, there is a separate section in which Gwyneth is the boss in the kitchen with invited guests. In addition to video tutorials and an online cookbook, Goop Food offers many helpful articles on what to cook with each of the nine types of salt, why the Japanese love miso so much, and how to set the table for Hanukkah.
Every Tuesday and Thursday, Gwyneth and Goop content director Elise Lonen invite renowned actors, writers, public figures and psychologists to discuss current topics and "erase old paradigms." Goop Podcast now has millions of streams and appears to be planning to take the lead on Apple.