In an April 2017 Jezebel article, Stassa Edwards criticized Goop's marketing and retail strategy, claiming that the company profits "from endless illness". īy 2017, Goop had 90 employees, and was attracting criticism, including a lawsuit filed by Truth In Advertising.
The interior warehouse space was designed by Restoration Hardware. The Santa Monica location was previously a chicken coop. In 2016, Goop moved its headquarters to Santa Monica, California, from New York. The position remained vacant until early 2017, when the board named Paltrow, who had previously announced in 2016 that she would be stepping away from Goop, to fill the post. Later in 2016, Paltrow moved the company's operations to the US from the UK following her separation from Chris Martin and Gersh left the position of CEO. In the same year, Goop's most searched topic was " detox". The company had approximately 60 employees in 2016. As of 2015, around two dozen people worked for Goop. In 2015, Paltrow stated that she wanted Goop to "be its own stand-alone brand". From 2014 onwards, Goop's wellness content became increasingly radical: to the point where doctors would begin to call it pseudoscience and media outlets would describe Goop's content as "no longer ludicrous-no, now it was dangerous".
In 2014, Goop hired Oxygen Media founder and former CEO of Martha Stewart Living Omnimedia, Lisa Gersh, as CEO. Several other celebrities were inspired by Goop to launch their own similar lifestyle websites. Seb Bishop was CEO of Goop from 2011 to 2014. According to Paltrow, the company's name came from Peter Arnell telling her that successful internet companies have double O's in their name, and she "wanted it to be a word that means nothing and could mean anything". Goop was founded in Paltrow's home in London, beginning as a newsletter in 2008, with an editor's note in each email from Paltrow offering insight into her daily life. Class-action lawsuits have been brought against Goop for unsafe products. Additionally, California officials from the Consumer Protection Office have sued Goop over claims of false advertising, asserting that Goop has made unfounded health claims about a variety of products sold on its website Goop agreed to settle the lawsuit out of court. Goop has faced criticism for marketing products and treatments that are harmful, described as " snake oil", based on pseudoscience, and lack efficacy. A website was later added, and then Goop expanded into e-commerce, collaborating with fashion brands, launching pop-up shops, holding a "wellness summit", launching a print magazine, a podcast, and a docuseries for Netflix. Launched in September 2008, Goop started out as a weekly e-mail newsletter providing new age advice, such as "police your thoughts" and "eliminate white foods", and the slogan "Nourish the Inner Aspect". Goop (stylized as goop) is a wellness and lifestyle brand and company founded by actress Gwyneth Paltrow.
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