goop After 5 Years: Does Gwyneth Help Brands Grow?

Gwyneth Paltrow surprised everyone when she launched a lifestyle blog, goop, in September 2008. Five years later, goop is part of the common vernacular. What happens to a business that is given the Gwyneth seal of approval? We follow up with five brands featured on the e-commerce side of the site to discover the impact.

Gwyneth Paltrow; Photo by Getty Images

Gwyneth Paltrow; Photo by Getty Images

“Academy Award-winning domestic goddess” is a unique title that really only applies to one person: Gwyneth Paltrow. It used to be her romances (Gwyneth and Brad were the original Brangelina; Gwyneth and Ben were pre-Bennifer), fashion choices and film roles that made headlines. Fast-forward a decade; now her dietary choices and recipes are top news (and her cookbooks, bestsellers).

It all changed five years ago: In September 2008, Paltrow launched goop.com, an online lifestyle magazine offering insight into her favourite recipes, restaurants, labels and retreats and an Internet phenomenon was born. The actress has received accolades and backlash for her honesty about her charmed life. (Can you afford even a smidge of the stuff she recommends? Us neither).

Paltrow entered the e-commerce business last year featuring limited edition collections of clothing, beauty products, and home decor. While these collaborations usually sell out, they also involve up-and-coming brands. On the site’s fifth anniversary, it seems fitting to revisit some of these brands and see how they fared, to discover if there really is a goop effect.

Photo courtesy of Solange Azagury-Patridge

Photo courtesy of Solange Azagury-Patridge

Solange Azagury-Partridge

“She totally knew what she wanted,” explains London-based jewelry designer Solange Azagury-Patridge, while recounting her first meeting with Paltrow. In this case, it was a mismatched earring set that made it as one of the final three pieces in the Solange Azagury-Patridge for goop collection.  Her final thoughts on the collaboration? “Yes, it was a success. The response has been good from our existing clients and it has brought new people to Solange.”

Photo courtesy of MiH

Photo courtesy of MiH

MiH Jeans

Chloe Lonsdale, founder and designer of London-based MiH Jeans, was always a fan of Paltrow’s style. “She wears a mix of classic and directional pieces, which means that she never looks like she’s following the trends.” It is not a surprise the two were able to collaborate, resulting in the Marrakesh jean. The collaboration was a success. “The product was a sellout and was great for brand profiling as well.”

Photo courtesy of Melissa Obadash

Photo courtesy of Melissa Obadash

Melissa Odabash

“She oversees everything…She’s a business woman, so she likes to see everything from beginning to end,” says British swimwear designer Melissa Odabash.  The final  Melissa Obadsh for goop collection consisted of Hamptons-friendly pieces including peasant tops and bikinis (the black one being Paltrow’s favourite). “We sold out in days and had to quickly do reorders with waiting.”

Photo courtesy by Sheryl Lowe

Photo courtesy by Sheryl Lowe

Sheryl Lowe

You may be familiar with her husband (actor Rob Lowe), but Sheryl Lowe has her own career heading up her  California-based jewellery line.  She worked with Paltrow on three beaded bracelets, exclusive for goop. “She wanted to have these for her personal collection, and that the design be representative, in a hands-on way, of her taste.” The majority of the collection quickly sold out, and Lowe reflects that the collaboration was “…rewarding, fulfilling and fun.”

Photo courtesy of Kings of Cole

Photo courtesy of Kings of Cole

Kings of Cole

“Gwyneth is a style icon,” states Elana Brynes, owner of New York-based brand Kings of Cole, who worked with goop on a sweatshirt and sweatpants.  Elana has only positive words for the Kings of Cole collection for goop: “This collaboration was such a success.  We received amazing feedback and heard from many goop customers telling us how fabulous they think the sweatshirt and sweatpants are!”

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