On Goop: a Modern Fashion and Lifestyle oriented startup
In this blog, I am going to document and present the opinions on selected startups. Today’s volume consists of a modern fashion and lifestyle oriented company called Goop.
Goop (Founded 2008)
Goop, founded and owned by Gwyneth Paltrow (yes, the actress that plays Pepper Potts in the marvel universe), sells products and treatments that adhere to its “lifestyle brand.” From fashion accessories to Chinese alternative medicine, Goop’s product offerings are diverse; yet, they all align with the company’s pursuit of “developing the inner self.” Since it’s conception, Goop, like many other cosmetics and alternative medicine firms, have been plagued with accusations against the efficacy of its products. For example, in 2017- Goop released the “Jade Egg,” a vaginal exercise tool that sparked a short-lived internet sensation. Cited as increasing a women’s sexual energy, health and pleasure, the “Jade Egg” was widely criticized by gynecologists as being ineffective and potentially harmful to the reproductive system.
My Perspective:
Like many cosmetic and lifestyle companies, Goop can afford to “live above science.” In spite of its marketing campaigns, Goop’s products are not curing eating disorders or low sex drives, goals for which a scientific backing might be important. No, the problem that Goop is tackling is boredom. It’s target audience is middle aged women with household incomes of over 100K. These people generally live very comfortable lives with an abundance of spare time but have two issues to combat. 1. How to spend excess time? 2. How to spend money while feeling good about it? Goop provides very effective solutions to tackle both of these problems. Thus, scientific critics can try as hard as they want to prove product efficacy (or inefficacy), but the bottom line is that, Goop’s target audience does not want a scientific treatment to whatever problems they might have- they want to spend excess money and excess time. Therefore as long as Goop’s products generally stay within the “do nothing” regime, when it comes to health effects, as in- don’t kill anyone, don’t cause cancer- the company will continue to be very successful in solving the problem of boredom in upper income households.
