Netflix goes into The Goop Lab this January
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Netflix will venture into The Goop Lab this January, as Gwyneth Paltrow’s lifestyle brand gets its own series.
The project was announced last year, with Netflix ordering a six-part series of 30-minute episodes hosted by Paltrow, alongside the Goop site editors and the company’s chief content officer Elise Loehnen. Together, they promise “a curiosity-driven exploration of boundary-pushing wellness topics”, with contributors from “alternative health practitioners”
The brand began back in 2008 with a focus on such subjects, with new age advice coupled with e-commerce ventures. It has previously faced criticism for marketing products that are not based on scientific evidence. In 2018, the company also paid $145,000 in a settlement after an investigation by the California Food, Drug, and Medical Device Task Force found its claims about some products were not backed by scientific evidence. A print magazine published by Condé Nast was also cancelled after a short initial run in 2018, due to the publisher wanting to fact-check the articles within it.
Now, the brand is expanding its digital reach, building on its successful podcast with a new Netflix series. The show is titled “The Goop Lab”, the same name as its new high street store launched in New York.
“The Goop Lab explores the universal questions we’re inherently curious about. We took the open-minded approach that we’ve cultivated at Goop and applied a different, visual lens with Netflix,” said Paltrow in a statement. “In the process, we found new ways to answer this: How do we make the most of our lives?”
The series will debut on Netflix on 24th January, with a trailer announcing the show’s release unveiled today – alongside a poster that has generated a wave of discussion on social media, thanks to its rather intimate-looking backdrop…
Goop gets a Netflix series
5th February 2019
Gwyneth Paltrow’s Goop will have its own Netflix series.
The lifestyle brand, which was founded by the Shakespeare in Love actress a decade ago, has been steadily ramping up its production of original content in recent years, from cookbooks to a successful podcast. Now, it’s taking the next step and signed a deal with Netflix for a new documentary series.
The untitled show will comprise 30-minute episodes hosted by Paltrow, plus the site’s editors and Goop’s chief content officer Elise Loehnen. Together, they will use experts, doctors and researches to examine issues of 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.
Loehnen has said that the progrmme aims to raise the level of aesthetics and storytelling that surround issues of mental, physical health.
“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.”
The deal comes as Goop plans to expand its original content, including a new exclusive podcast distribution deal with Delta Air Lines, a food show hosted by an award-winning chef and a Goop book club. Goop will pause production on its quarterly print magazine while it invests in this digital push.