It's not just that Gwyneth Paltrow's GOOP empire has expanded to the point of being an extremely viable boutique (read: overpriced and vacuously trendy) business based on all sorts of ridiculous air-filled woo, but that the promotion of said woo in the face of all sorts of counterevidence (such as from gynecologist Jen Gunter) seems to not have slowed her death march into the land of big money quackery down one bit:
At Harvard, G.P. called these moments “cultural firestorms.” “I can monetize those eyeballs,” she told the students. Goop had learned to do a special kind of dark art: to corral the vitriol of the internet and the ever-present shall we call it cultural ambivalence about G.P. herself and turn them into cash. It’s never clickbait, she told the class. “It’s a cultural firestorm when it’s about a woman’s vagina.” The room was silent. She then cupped her hands around her mouth and yelled, “VAGINA! VAGINA! VAGINA!” as if she were yodeling.
(Yeah, I know - those last three sentences almost seem like a scene written by Tina Fey and Amy Poehler in one of their more cynical moments, but no, she apparently really did do that.)
As of June, there were 2.4 million unique visitors to the site per month, according to the numbers Goop provided me. The podcast, which is mostly hosted by Loehnen and features interviews with wellness practitioners, receives 100,000 to 650,000 listens per week. Goop wanted to publish articles about autoimmune diseases and infrared saunas and thyroids, and now it can, on its own terms — sort of.
After a few too many cultural firestorms, and with investors to think about, G.P. made some changes. Goop has hired a lawyer to vet all claims on the site. It hired an editor away from Condé Nast to run the magazine. It hired a man with a Ph.D. in nutritional science, and a director of science and research who is a former Stanford professor. And in September, Goop, sigh, is hiring a full-time fact-checker. G.P. chose to see it as “necessary growing pain.”
Oh, but I can actually think of a better cure for those growing pains: actually involving more than just one former Stanford professor, but a number of actual doctors and scientists - if not to debunk some of this nonsense, then to provide something at least resembling a counterpoint to the mindless cheerleading for all of this crap.
I just don't think it'll happen. Too much work, and too hard on Gwyneth's sizeable bank account. Which, of course, is the real beneficiary here.
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