From its early newsletter beginnings, Goop has grown into a brand that employs dozens of people—most of whom are women, founder Gwyneth Paltrow proudly points out. As a brand, Goop is unique in that it is both a standalone health and wellness lifestyle name and a conduit for Paltrow’s personality. Or, as she told attendees at Cannes Lions, the brand’s value is “always intrinsic to me.” The brand defines Paltrow’s role as “curator.”
— Omnicom Group (@Omnicom) June 22, 2016
“I got a lot of puzzlement and fury and it was bizarre,” said Gwyneth Paltrow about Goop during the panel moderated by People Magazine Deputy Editor JD Heyman.
— Rachael smith (@Ithinkattimes) June 21, 2016
Paltrow’s discussion included observations about “staying true to who you”—but it also made headlines with her admissions that part of Goop’s brand strategy is “just to troll people,”
At a Cannes Lions taping of of BBC’s HardTalk, Paltrow talked about how Goop endorses wild unattainable products like a $15,000 gold dildo or £100 toilet paper. She admitted that this gets other media outlets talking about Goop, even if the comments are criticism “about some lofty unattainable lifestyle whatsoever.”
She defended the site’s selections, insisting it has products “at every price point,” such as an $8 lip balm and a $12 non-toxic deodorant.
Goop, which has about 80,000 Twitter followers and 400,000 Instagram followers, will soon be on Snapchat. But its power remains in its direct connection to its fans through its weekly newsletter, which now reportedly has about 1 million subscribers.
— Marketing magazin (@MMtvit) June 22, 2016
— Cannes Lions (@Cannes_Lions) March 31, 2016
At first glance, Goop may appear to be a simple and aimless brand extension of a popular actress. But during her talk, Paltrow dispelled that notion by talking about Goop the same way a brand manager of any brand would. She differentiated the brand and its site as “aspirational” but “not luxury.” She even defined the brand’s values as family, wellness, good food and non-toxic beauty. A lot of conventionally organized brands would be happy to have such brand clarity.