What is Goop and how did it become a successful online industry leader?
Gwyneth Paltrow is known by many as a very accomplished actress, with numerous accolades to her name in over three decades of work. However, she is also the founder and chief proprietor of a lifestyle brand, called Goop. What started as nothing more than a weekly newsletter for friends and family focusing on lifestyle advice and wellness recommendations on food, fitness, fashion and beauty has blossomed into an eCommerce empire valued at $250 million in a little over a decade. Goop’s ascension began with the popularity of Paltrow’s newsletter, jumping to 150,000 subscribers in a year, to 8 million subscribers in a decade. If not more telling, among those who receive the newsletter, 40% of the subscribers open these emails, compared to the ideal newsletter benchmark of 17.8%. This guarantees Goop’s popularity as a lifestyle category. In turn, these newsletters produce traffic that leads to Goop’s website. Detractors may remark that this level of growth & maintained success can only be achieved by a person of a certain stature with this kind of name recognition. However, Blake Lively, a successful actress in her own right, launched her lifestyle brand named Preserve but it shut down rather quickly due to a lack of interest. A brand like Goop can only succeed if it has a clearly defined vision of what Paltrow hoped to achieve.
Paltrow did not monetize her brand and pursue a legitimate eCommerce venture until developing a substantial and loyal base. Paltrow didn’t want to simply create the illusion of integrity, as she intended to create something real and honest. She did not want to appear superficial so that when the time came to foray into commerciality, there was already trust established. That a celebrity such as Paltrow felt the need to develop a rapport with her followers demonstrates how eCommerce success takes continual dedication and requires a strong team of digital marketers to realize her brand’s potential.
If this is the first time that you are discovering Goop and want to learn all about Gwyneth Paltrow’s online success, there is a six episode series on Netflix called The Goop Lab with Gwyneth Paltrow that launched on January 24, 2020. The Netflix series explores boundary-pushing wellness topics, including psychedelics, cold therapy, female pleasure, anti-aging, energy healing and psychics.
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