Gwyneth Paltrow spoke to the #BlogHer15 Creator's Summit audience about how a small newsletter for friends and family in 2008 became the powerhouse beauty brand that Goop is today.
On the initial genesis of Goop, Gwyneth explained, "In essence, I was using the website to get closer to myself, to ask questions to get closer to my community."
On coining the term "curated commerce," Gwyneth said, "We are all really busy, we are trying to achieve a lot... what I'm looking for [is] a funnel, there are so many options... I have a strong point of view, a strong aesthetic... we're looking to maximize our time and make good choices. Curated commerce is the 'point of view,' with the broader view of making easier choices."
On their standard consumer, she went on to explain, "If I had to say [about the Goop woman], it doesn't really matter what the income is.... she's a really engaged forward-thinking person, she wants cutting-edge information, and interesting options. I think more about the woman and how can we help make her life easier, what recipe can we provide her... or a specific vacation.... it's about trying to share a specific experience."
On what people say about her, Gwyneth shared, "I really am interested more in feedback than press... I'm interested in people who have a point of view... but so much of the press these days is incendiary, and so much is not true, that I tend not to read a lot of tabloids... I've been in the public eye my whole adult life, and it's been a bizarre learning curve. You really have to find a way to separate the words of people who you respect, positive or negative, and people who are just in pain and projecting their own shit on to you. You really build an internal resources and learn to navigate who you are."
"You're always walking a balance between what's personal and what's business, and obviously, my business and I are one in the same... but I think about personal feedback, I'm looking for feedback that I'm going to be able to take in and reflect on my business in a positive way."
"We're a little brave in that way... we know we're going to write things that will start a discussion, and we're not afraid to do that."
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Launched in 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. It has always been a place for GP to introduce some of the incredible experts who have mentored her throughout her life, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.
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