THR Laughs At Legitimacy By Running Big, Bonkers GOOP Ad As “Interview” With Gwyneth Paltrow

In a new interview in The Hollywood Reporter, buried in the mix of the somewhat suspect history of GOOP, its monetary projections and recent round of investments, and what basically amounts to a regurgitation of Gwyneth Paltrow‘s business plan, you’ll find the curious statement that Paltrow is, “putting acting on the back burner.” Though that’s really rather glossed over, it’s an odd note if you’re paying enough attention to catch it. While THR isn’t exactly the kind of medium to avoid things like relationship news, general celebrity gossip, and other stretches on the idea of “reporting” on “Hollywood,” there’s always been something mostly “serious” about THR.

When an interview with a personality, even one who is certainly connected to the industry in general, includes the idea that said personality is putting acting (read: Hollywood) on the back burner, you might wonder why you’re reading an interview with that personality. If you are wondering, (well, you might not be a GOOP customer) the article quickly answers that question – “Paltrow… invited THR to her California-casual office to discuss Goop’s growth plan and why she’s putting acting on the back burner.” Ahhh… wait.

The fantastically objective piece explains some of what GOOP has been doing, and makes sure to point out that – “Online shoppers are snapping up $165 bottles of Goop’s new shiso-scented fragrance and $795 Goop-designed floral maxi dresses. Digging deeper into the wellness space, on June 10, Paltrow hosted In Goop Health, her first live event, and launched a collection of branded vitamins, including “Why Am I So Effing Tired?” monthly packets ($90).”

Of course, it would be hard to look as though you are seriously “talking about” GOOP, as opposed to selling it, if you didn’t mention that there has been the odd person who had some negative response to the GOOP world. That perplexing aspect of the response to GOOP is covered thusly –

Goop has been the object of some derision for promoting what watchdog groups say is sham science, from bee-sting facials to vaginal steaming (including $66 “jade eggs for your yoni”). And in August, Truth in Advertising called on California regulators to investigate the brand for making false health claims. But Paltrow hasn’t let it get to her. “I’m interested in criticism based on fact, not on projections,” she says. In other words, “If you want to fuck with me, bring your A game.”

So, yes, one or two people have thought that things that happen in GOOP-dom are slightly weird and/or slightly illegal, but Paltrow isn’t interested in criticism that isn’t based on fact. So, for example, “Damn. That’s bonkers.” is not a statement that is relaying a fact about the world, so whatevs.

Once past the introduction, the “interview” is laid out in the format of questions and answers. It is absolutely not laid out in the format of things Paltrow told THR they would say when she “invited them to interview her.”

You know, questions anyone would naturally ask when interviewing Gwyneth Paltrow. “Tell me about your new brick-and-mortar.”

“Tell me about your new brick-and-mortar.”

“Tell me that GOOP spas and hotels are in your future.”

“Tell me about your magazine, and give me a few points about why people should buy it.”

“I’m going to say that you’ve created a style that has become an adjective – as in, “That’s so GOOP,” and I’m going to put that forward as though people say it in a positive way (and definitely not to call out dumbass, pointless shit they see people buying), so can you tell me about your style without referencing any of the ludicrous products or advice that have been on your website?”

“I’m trying to find a way that you can drop a bunch of names so that we can suggest (without suggesting anything) that big name people don’t think everything relating to GOOP is foolish and/or nonsensical… so, do you think people tiptoe around you? Yeah, I dunno, can you work that into something?”

“Apart from the fact that there are ridiculously rich people with no idea what to do with their money, what business lessons have you learned from Hollywood… but, like, specifically from Hollywood?”

“How about GOOP TV?”

 

Thanks THR. It’s clear that advertising is expensive, even for a company pulling down big bucks for “jade eggs for your yoni,” and we all know that, “what if I let you pretend you talked to me,” can sound pretty enticing, but this is an interview that’s just really, really GOOP.

photo: THR/Amanda Marsalis

 

Source: Gwyneth Paltrow on Her Goop Expansion, TV Plans and Her Detractors | Hollywood Reporter

Written by
Marc Eastman is the owner and operator of Are You Screening? and has been writing film reviews for over a decade, and several branches of the internet's film review world have seen his name. He is also a member of The Broadcast Film Critics Association and The Broadcast Television Journalists Association.

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