February 5, 2019
Goop—the lifestyle and wellness juggernaut founded a decade ago by actress, fashionista, and social influencer Gwyneth Paltrow—is expanding its original content with a new docuseries on Netflix; an exclusive podcast partnership with Delta Airlines; and a slew of programming centered around beauty, food, and books, Variety reported exclusively on February 4.
But can you be populist and inspirational while touting $995 wireless headphones and $2,780 handbags? The new sponsors seem to think so.
Still untitled, Goop’s streaming series will hit Netflix next fall, comprising 30-minute episodes hosted by the site’s editors, chief content officer Elise Loehnen and Paltrow. The team will talk to experts, doctors, and researchers to examine issues relating to physical and spiritual wellness.
“We were speaking to the platform question, and where our people are. They’re watching Netflix. Some of the more strategic, bigger stories we want to tell require a TV budget. Obviously, there’s no better partner in that,” Loehnen told Variety of the deal.
Loehnen’s content team of about 20 will work on shaping the series with Netflix, which she said seeks to dial up the aesthetics and quality of storytelling surrounding issues like mental, physical and sexual health — and address larger thematic questions the Goop audience has about leading optimal lives. It doesn’t hurt that Paltrow knows her way around a Hollywood set. The actress has appeared in over 40 films, including Avengers: Endgame, coming in April.
“Gwyneth is a highly visual, tactile person. The quality of everything that we produce is very important to her,” Loehnen said. “She’s always looking for white space. Whether it’s developing physical products or thinking of content. With this show, I think she’s only really interested in opportunities where we can uniquely be ourselves and do things potentially disruptive.”
Goop’s eponymous podcast also has signed an exclusive distribution deal with Delta Airlines. The podcast is hosted by Paltrow and Loehnen, and was one of the iTunes store’s most-downloaded in 2018. Beginning in February, eight episodes will stream on 600 Delta planes and push the show’s reach to over 18 million listeners, the company said. The inaugural batch will include a one-on-one conversation between Paltrow and Oprah Winfrey.
In addition to Netflix and Delta, Goop is developing standalone podcasts with in-house beauty expert Jean Godfrey-June (whom, Loehnen said, is the most popular staffer at the company’s Santa Monica offices), a food program hosted by an award-winning chef, and a Goop book club featuring author interviews and reviews.
In light of the digital content ramp-up, Goop will pause production on its quarterly print magazine and resume publication after the Netflix series hits.
Research contact: @MattDonnelly