Gwyneth Paltrow Doesn’t Really Care Whether Or Not You Like Goop

Gwyneth Paltrow is really digging in her heels with this whole Goop thing, huh? First, Racked went behind the scenes of the lifestyle empire, revealing their big plans for the coming year — a beauty line in collaboration with Juice, and an expansion of the already-thriving e-commerce on the site itself. Now, a second profile in Fast Company lifts the curtain a little bit more, giving us a peek at just what Goop has up its Breton-striped sleeve.

First things first: the new goal of Goop is to sell you stuff – lots of expensive, specific stuff. According to Leslie Gersh, the newly-hired CEO, the goal is “to turn Goop into a ‘contextual commerce’ brand, in which editorial and sales work hand-in-hand to sell product in a more seamless way than other lifestyle brands.” Goop is essentially striving to do what other brands have done and failed at in the past. Goop is nothing more than a tangible representation of something previously thought inaccessible — the glow-y, blonde, quietly wealthy lifestyle of Gwyneth Paltrow and her ilk.

Celebrity Lifestyle Gurus & Their Brands, Ranked
From Goop to Preserve, with some bird-feeding in between.

Creating a successful e-commerce brand that actually moves product is a lofty goal, and it’s even more lofty when what’s being shilled are $1700″hip hop” clutches. However, this goal banks on Gwyneth Paltrow’s presence as a divisive figure. People with capital F Feelings about Paltrow fall squarely into one camp or the other — you hate her or you love her unconditionally, but both emotions will drive you to click frantically about the site, like a lab rat looking for a treat. Whether the clicks result in someone purchasing a $235 sun hat and $170 face oil, or simply emailing a link to a friend about yawning with a string of LOLOLOLOLs, doesn’t matter. Consumer attention, whether it’s good or bad, is still attention. A click is still a click. Every bit counts towards either converting haters to lovers or maintaining the glow of infatuation. This is what Paltrow and her team are counting on, and all of us are neatly falling in line.

According to Elise Loehnen, GOOP’s editorial director and the woman responsible for catapulting “conscious uncoupling” into the mainstream as a shorthand for enlightened divorce (blergh), people are really taking the bait:

“That’s the general trajectory … People are resistant, and then someone gives them her cookbook and they’re like, ‘These recipes are kind of amazing,’ and then they become fans. Generally, when people experience the site, they’re like, ‘Oh, I didn’t want to like it, but I loved it.'”

Reading about someone else’s fabulous life is one thing, but being able to actually purchase that life’s various accoutrement in hopes of attaining it for yourself is another. Goop has done its best to make that possible.

[Fast Company]