Good.Clean.Goop Is Going, Going...Gone
The cautionary tale of a cash grab that didn't match the brand's DNA.
The Clash Between Aspirational Luxury & Mass Market:
In luxury branding, there’s a fine line between democratization and dilution. Gwyneth Paltrow’s Goop Group learned this lesson the expensive way—by trying to be something it fundamentally wasn’t.
Two years after its October 2023 launch, Good.Clean.Goop has been quietly discontinued, and the reason is simple: you can’t create an inexpensive mass-market brand (for Target) after your entire brand identity has been built around exclusivity, elitism, and promoting unconventional, overpriced products and services (remember the vagina steaming?).
Keep reading with a 7-day free trial
Subscribe to IN MY KIT® to keep reading this post and get 7 days of free access to the full post archives.