For Better or Worse, Goop’s Content Chief Is Building a Brand that ‘Drives People Crazy’
'When we do things, people tend to notice,' says chief content officer Elise Loehnen
Goop chief content officer Elise Loehnen credits the brand's success to founder Gwyneth Paltrow's hands-on involvement.
Sean T. Smith for Adweek
Key insights:
- Goop has a knack for spotting products that interest them—then take on another life online.
- A lawsuit steered the brand to be more mindful of health claims.
- Gwyneth Paltrow remains involved in day-to-day operations—to the benefit of Goop.
Goop chief content officer Elise Loehnen knows that fans and critics alike are watching the company’s every move.
