goop, the modern lifestyle brand founded by Gwyneth Paltrow, is partnering with Celebrity Cruises to create the first goop at Sea experience.
Scheduled to take place on the soon-to-debut Celebrity Apex, the event will see Paltrow and goop’s Chief Content Officer, Elise Loehnen, join an 11-night wellness cruise through the Mediterranean on 26 August 2020 to host a special onboard experience for the retreat goers.
Guests who pay extra – namely $750 ON TOP OF THE COST OF THE CRUISE – will have the opportunity to meet Paltrow, Loehnen, and their very best healers and will join an intimate conversation between Paltrow and Loehnen, three smaller group sessions led by expert talent (one for the body, one for the mind, one for the soul), and a closing keynote chat. Throughout the sailing there will be surprises and perks along the way from both goop and Celebrity Cruises. Whether guests are looking to push past a block in a relationship, reconnect with their own body, quiet their inner critic, or find purpose, joy, or five minutes to de-stress, through transformative work, they will develop a toolkit that they can take with them off the ship and into their everyday life.
“We’ve had massive success with In goop Health, our wellness summit that translates goop’s content into a tangible, high-touch experience,” said Gwyneth Paltrow, CEO and founder of goop. “This partnership with Celebrity Cruises allows us to bring goop to new audiences and to meet readers where they are. goop’s brand DNA is based in curiosity, and curiosity is an essential component of travel. With goop at Sea, we’ll be invoking that adventurous spirit with a series of transformative experiences led by a few of our most-trusted wellness practitioners and healers.”
Over the past decade, and particularly in the last few years, goop has become known for starting and evolving important conversations around health and wellness and for its curious, open-minded approach to self-optimisation. The brand works with a list of cutting-edge doctors, practitioners, and thought leaders. In addition goop’s food editor will help curate special menu items (do those who have paid that extra $750 per head get that for free?).
The Hazelton, Toronto, had a highly successful goop pop-up boutique, Summer 2019. It was well stocked, attractive and gave the right with-it message about the hotel. www.thehazeltonhotel.com
Now, in New York, The Chatwal has an exclusive collaboration with Madonna and Gwyneth Paltrow’s yoga and spiritual guru, Eddie Stern, to offer complimentary in-room and in-suite yoga sessions. Eddie’s “Pause & Take a Breath” app, featuring nine 12-minute yoga lessons with music by Moby, is now provided to hotel guests through the in-room iPads. Complimentary yoga mats in Chatwal’s signature red are also available. www.thechatwalny.com
Business of Fashion says goop will begin selling skincare on wwwsephora.com this week, and in certain Sephora stores next month
- Gwyneth Paltrow’s wellness brand had previously been sold primarily via its own website and stores
- Paltrow will also host The Goop Lab, a six-episode docuseries on Netflix starting Jan. 24
- Most consumers know goop only by reputation, given that its expensive and ever-expanding array of products are sold mainly on its own site and a handful of boutiques in trendy coastal neighbourhoods. The brand’s entry into Sephora and its upcoming Netflix series therefore mark a new phase, and a test of the mainstream appeal for ashwagandha and phytonutrients. By all indications, the broader market is ready for goop, as once-fringe ideas about health and wellness are frequently found in the beauty aisle, even if plenty of scientists, journalists and other critics still say they’re utter nonsense.