I feel like a broken record about Gwyneth Paltrow these days. Gwyneth should be ignored. But people are not ignoring her. Gwyneth’s Goop is a big deal, and she’s seen by many in Hollywood and beyond as “getting in on the ground floor” of the wellness movement. The wellness movement is basically “dieting with feelings.” It’s not just about going on a diet and wanting to lose weight anymore – you have to create medical and mental health issues which can be “solved” by “wellness.” The wellness movement believes they created the mind-body link. I could go on and on but as I said, I feel like a broken record. Gwyneth has a new interview with The Hollywood Reporter about Goop and how Goop is growing and growing and there is no limit to the Goop Takeover. Goop is now valued at $65 million. Gwyneth is opening a brick-and-mortar Goop Lab store in LA. She’s got Goop Quarterly in magazine form. All of it makes me sick. You can read the full piece here. Some highlights:
Why she’s opening a brick-and-mortar store: “I do think there are people who have formed a bond with a digital brand that’s resonant for them, and they want an IRL touchpoint. We have come to that from all of our pop-up shops and seeing how our readers and shoppers like to interact with the brand and smell the perfume and try things on and be in the Goop world. And looking at models like Warby Parker and Bonobos and the “click ‘n’ mortar” dynamic, where someone is really connecting online but appreciating an offline experience, we’re a brand that’s primed to do that. I envision retail being a more dynamic experience, using the store for talks, signings, lectures and wellness activations, making it a living space where you are coming into our collective home.
Whether she’ll eventually open Goop spas or hotels: “That’s part of my plan. We are a few years away, but there’s a big opportunity to have somewhere where people are interested in wellness or a retreat, a real retreat where you can have access to Goop’s doctors.
The pros and cons of her celebrity now that she’s a “business mogul”: “It makes it much more difficult. For the business I’m creating, it’s an obstacle I always have to overcome. For example, Reese [Witherspoon], who is a dear friend, has this quickly growing Draper James [clothing] business, and she leverages her celebrity in a great way for her brand. But for this model — where I’m trying to make Goop bigger than me and its own brand — you become inextricably linked. I’m a target in a way most entrepreneurs are not….When I interview someone for a position, it takes them a while before I’m not Gwyneth Paltrow. It’s just an obstacle and then it’s OK. But it’s also a blessing when we need to leverage my celebrity — it opens doors. I don’t know many young entrepreneurs who can call [Disney CEO] Bob Iger, [Facebook COO] Sheryl Sandberg or [Airbnb founder] Brian Chesky, and they are kind enough to waste a little bit of their day to help me. So in that respect, my celebrity has been a huge asset.
Her priorities for 2018: “We want to take Goop international, we want to get this TV show right, and we have a lot of key hires to make. And we are looking to open another store.
Whether she’s giving up acting: “I need to be here right now. I went to Atlanta to do Avengers 4, so I’m in and out for that, and it’s weird to go back and forth. We’re growing fast, and balls are dropping all the time. But honestly, I was on set and thought, “You sit here for two hours sipping tea, Robert Downey Jr. and Don Cheadle are making me laugh hysterically — why the hell did I give this up?”
Just think, this whole thing started when she was a bored housewife in London. Truly! She was barely working as an actress, because the scripts weren’t coming in for her anymore, and she just started Goop as some kind of whim. It was like her version of the smug mommy blog. In the first years, I even remember that she would go months without updating Goop because she was on vacation! And now she’s talking about global Goop domination and saturating the market with her Goop. Obviously, people are buying this sh-t. So she did tap into something. But I still find it mystifying, and I don’t know why people are buying. Is it really just as simple as “rich, bored white women will buy anything”?
Also: Goop’s doctors at the Wellness Center… my God. I hope all of those doctors lose their medical licenses.
Photos courtesy of Backgrid.