Gwyneth Paltrow’s Goop a modern lifestyle brand that’s also a website turned clean beauty into a lifestyle platform. Offering a mobile website of vital content for clean beauty, food, style, travel, wellness, work, and luxurious shopping of top luxury brands.
A boss move that is disrupting online luxury shopping and driving a need for digital content marketing to sell more luxury goods online! Where Goop tells the story behind their brand through content marketing.
Goop is now worth an estimated $250 million!
Super smart Gwyneth certainly knows what her target audience is up to and interested in buying online. The Goop site affectionally refers to Paltrow as “GP” and her picks are golden so “in other words” they sell out really fast.
Gwyneth Paltrow’s Goop Clean Beauty Lifestyle
Photo credit Goop featured via MosnarCommunications.com
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What also sells out really fast on the Goop site are “What’s New” selections. Visitors to the site are more of community members that have formed their own tribe of like-minded people, with an obsession for wellness and of course being trendy chic when it comes to high fashion and clean beauty lifestyle.
Goop is also shoppable by categories:
- Exclusive to Goop
- Beauty (A clean beauty shop of amazingly “SO GOOP” made good for you products)
- Wellness
- Clothing
- Shoes
- Bags
- Jewelry
- Accessories
- Home
- Books
In their own words, “Launched 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, GP created goop to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and also as a place to get her own questions—about health, fitness, and the psyche—answered.”
According to Variety.com recently, Goop inked a deal with Netflix to feature Goop’s streaming series consisting of 30-minute episodes of hosted content from the website’s editors, chief content officer Elise Loehnen and GP herself!
In addition to Netflix and Delta, Goop is developing standalone podcasts with in-house beauty expert Jean Godfrey-June (who Loehnen said is the most popular staffer at the company’s pristine Santa Monica offices), a food program hosted by an award-winning chef, and a Goop book club featuring author interviews and reviews.
Here at MC, we feel that Goop is leading the way of digital content marketing websites that have evolved into shoppable lifestyle platforms. Without question, Goop is a competitor to major online shopping sites including department stores.
In a matter of minutes, a vintage Chanel bag styled with Victoria Beckham’s Square Boots can sell out on Goop.
The digital content marketing strategy that the innovative site applies is extraordinary and disruptive to traditional marketing. Where social media influencers even with millions of followers are unable to produce this kind of impact to sell more luxury goods, products, and services online.
There is a strong connection to luxury online shoppers that have a need for wellness information and luxury brands. With the Organic Personal Care Market Size expected to be worth $25.11 billion by 2025, where preferences for Curly D’s Juteux lip balm and TATA HARPER’s Crème Riche Velvet Moisturizing Cream are becoming clean beauty obsessions.
Content marketing strategies present the best solutions for luxury brands and luxury brand ambassadors to represent luxury offers.
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