Why Brands Are Clamoring to Work With Gwyneth Paltrow’s Goop

Tumi, Dyson and Tito's Vodka will sponsor site's first wellness summit

Gwyneth Paltrow's Goop doubled its revenue from 2015 to 2016.
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Gwyneth Paltrow’s lifestyle brand, Goop, sometimes gets mocked for its unorthodox cleanses and steams, complex diet plans and high-priced luxury goods, but to the site’s loyal followers, it’s no joke.

Today, the company is announcing its first wellness summit, In Goop Health, which will be held in Los Angeles in June. Tickets start at $500, and speakers include Paltrow, Cameron Diaz, Tory Burch, Lena Dunham, Jenni Konner and Nicole Richie.

The revenues for Goop, which features weekly newsletters with Paltrow’s advice on living your best life as well as an online shop, have more than doubled from 2015 to 2016. Over the past year, the company launched more Goop-branded goods: a clothing line, a collection of vitamins, a fragrance and a book on clean beauty.

Brands are lining up to reach Goop’s readers, who have an average age of 34 and household income of $100,000 and above. The luxury travel-bag company Tumi has been on board since 2015. 

“We’re targeting driven, professional, successful women, and Goop is a fantastic partner, because they reach that same demographic,” said Heather Gorman, Tumi’s vp of marketing.

Goop’s luxury brand partners tend to stick around, the site’s executives say.

“We see high click-through rates and performance [for branded content], and with our luxury brands, we see a 90 percent retention rate [for partnerships] year to date,” said Kim Kreuzberger, head of sales and brand partnerships at Goop.

Goop has executed successful partnerships with brands like Netflix, which ran sponsored content in Goop’s Sex Issue to promote its series Grace and Frankie. And Cadillac’s Road to Table program included a dinner series hosted by Paltrow and Mario Batali as well as Goop city guides featuring restaurants around the country.

“Those special issues are fun to do, because they start conversations, and that’s what we’re known for,” said Elise Loehnen, head of content at Goop. “Road to Table was fun because it was experiential and digital, and we got to give our readers beautiful evenings.”

The wellness summit is another opportunity for brands to connect with Goop devotees. It includes meditation lounges, beauty stations, a food hall, pop-up stores and activations by brands like Tumi, Dyson, Tory Sport, Bai Brands, Bulletproof Coffee, Bumble, Tropicana Probiotics and Tito’s Handmade Vodka.

“Goop is a trailblazer in the wellness genre, and their audience, and ours, believes wellness is crucial to their lifestyle, so the summit is a great fit for us,” Tumi’s Gorman said.

Added Loehnen: “We’re delivering a really engaged audience to them – these women have been with us since the early days of Goop. They’re die-hard, and they trust us, and they have the feeling of, if it’s good enough for Goop, it’s good enough for us. That’s really powerful for our partners.”

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.