Gwyneth Paltrow talks to CNBC: ‘I think my strengths are in anything aesthetic’


Gwyneth Paltrow has been pretty quiet for a few weeks. I wonder what’s going on with her. Is she still manipulating Chris Martin? Is she chuckling over the Sony Hack, especially the Angelina Jolie parts? Or is she just focused on Christmas and Hanukkah? Who knows. Well, Gwyneth did sit down with CNBC to talk business this week. Because Gwyneth is, like, CEO of Goop Inc. All of her side projects are now her biggest focus and biggest money-makers. Gwyneth is actually a bit like Jennifer Aniston that way – after years of refusing to do product endorsements and ad campaigns, they’ve both spent the last three-to-four years “selling out” in big ways. Gwyneth is the face of Max Factor, Restorsea and Hugo Boss perfumes and more. Plus she’s got all of the Goop collaborations, Goop, and the Tracy Anderson stuff. And she’s invested in those blow-dry bars. So, obviously, CNBC wanted to talk to her about business. And Martha Stewart.

Gwyneth Paltrow isn’t just an Oscar-winning actress. This year she invested in the nation’s largest chain of blow-dry bars, Blo, with 50 locations and plans to add 30 next year. She’s not just an investor; she’s involved in shaping the look of the salons and the services they offer. “I think my strengths are in anything aesthetic so the look of the salons, trends, social media,” said Paltrow.

Paltrow said the investment happened organically, sparked by her investment in Tracy Anderson’s fitness business. “We were opening our flagship studio here in Brentwood in Los Angeles, and I thought wouldn’t it be great if we take this little space that we didn’t know what to do with and put a blow-dry bar in it for our clients,” says Paltrow. She said the response was so overwhelming that she and her partner in the venture, David Babaii (who is also her hairdresser), discussed opening more, and were introduced to Ari Yakobson, the CEO of Blo.

In addition to her partnerships in Blo and Tracy Anderson, she also runs lifestyle site Goop. Paltrow dismissed comparisons to Martha Stewart: “I don’t think of ourselves like that…. Goop is a very modern lifestyle brand, and it’s not eponymous and a collective of women.” Paltrow said the company is focused on “contextual commerce,” weaving lifestyle content and retail together as seamlessly as possible. “Obviously, Martha invented the category and we have a lot of respect for her, but we don’t consider ourselves … it’s a very different business in my mind.”

As for Stewart’s criticisms of Paltrow’s endeavor (Stewart has said publicly “If she were confident in her acting, she wouldn’t be trying to be Martha Stewart), the actress thinks they’re a good thing.

“I’m incredibly flattered, I mean it’s amazing. We’re a very nascent biz, and it’s amazing that she would regard us competition,” Paltrow said.

While Paltrow juggles her various ventures, she said she plans to continue to act in a movie each year. “In this chapter I’m very interested in the entrepreneurial side of me and raising my kids,” Paltrow says. “I do try to act when I can, and I really love it and hopefully it’s not an either/or situation.”

[From CNBC]

Ha, I wonder if all of this shilling to the peasants ever leaves a bad taste in her mouth. The thing is, it’s sort of working. Sort of. I never would have thought that Gwyneth Paltrow would truly have a gift for understanding what the peasantry might be interested in, but apparently she does. The peasants want Tracy Anderson gyms and blow-out bars. They want Goop collaborations with her favorite designers. They want contextual commerce, which is just the latest bulls—t business-speak term. “Contextual commerce” used to be called infomercials. There used to be a line between advertising and content, but with Goop, there is no line. Goop is just about the shill.


Photos courtesy of WENN, Fame/Flynet.

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33 Responses to “Gwyneth Paltrow talks to CNBC: ‘I think my strengths are in anything aesthetic’”

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  1. Tateru says:

    WTF is a blow dry bar??!! No seriously. Did I miss Goop blows day?! Am I dreaming?
    *Tuberu tantrum*

    • lrm says:

      Blo dry bars-google it-have been around for awhile now, at least here in so cal, where I live. She is not pioneering that, but it does seem she is making it a more known term. I would have thought blo dry bars would be ‘over’ as a trend by now, actually.
      But I guess that takes at least 5 years.
      You get a ‘blow out’-no cuts or washes-so there are tons of women going to the one near my house every Friday night before they head out. Or you’ll see teen girls with their moms before prom; women in wedding parties, big events, etc. People can get their hair braided or styled or what have you; it’s a walk in type place or you can have an appt. But it’s not a commitment like the hair salon.

      • Tateru says:

        Uhm. I had no idea. I should get out more.
        And I’ve never felt like a visit to a salon was a “commitment”. At least not as serious as a slow cooker commitment.

    • maeliz says:

      I have never heard of it either. I live in Orlando Florida and just get trims. Maybe I should open my eyes when I go

      • Pri says:

        We have some up here in Toronto. The one in the financial district is popular, although I’ve seen women get their hair done in a simple manner (ie straighten) for interviews or presentations.

    • Birdix says:

      I’m still annoyed at Blo–my kid, who had just learned to read and was reading everything, asked me “what does it mean –because you can’t Blo yourself?”
      Early on a Sunday morning on our way to get coffee.

    • TeaAndSympathy says:

      She has a hairdresser??? Well, suck me dry and call me Dusty…

  2. Mmhmm says:

    What’s a blo dry bar? I’m sorry but my kind goes to dirty places.

  3. So says:

    Goop seems like a good mom.. She is probably busy celebrating Hanukkah & Christmas. I think it’s smart to have side projects esp. for women in Hollywood.

  4. klaas says:

    Why yellow hair? Isn’t she natural blonde + can afford expensive hairstylist. It look like home kit disaster.

  5. minx says:

    I want to push a cream pie in her face and laugh. I know that’s hostile.

  6. Nikki says:

    I just…don’t…get her. Is it me? She looks SO bland and boring

  7. scout says:

    “Contextual commerce” , “conscious uncoupling” …can’t take it anymore.

  8. Kiddo says:

    CNBC…Isn’t that where the guy Kramer yells about things he knows nothing about?

  9. dizzyeggs says:

    I saw a Gwyneth Paltrow something or other once, (don’t judge, I was doing something else and it was on in the background) and her beloved father was on record as saying Gwyneth wasn’t good at anything other than acting. That might explain why she…overcompensates in all of these other areas.

    • poppy says:

      and that was her father being a good father. because she really isn’t good at acting either.

      note to self:
      David Babaii -never give money to or trust with hair

  10. Granger says:

    I just… I don’t get the blow dry bar. I’m sure I’ll sound like a loser for saying this, but it seems like such a ridiculous waste of money to me.

  11. jlee says:

    For me to invest any of my hard earned cash in to her beauty shill mill she needs to cut those crispy ends, stop baking herself in the sun, and get a good moisturiser. It’s like Kirstie Alley selling weight loss products. What the what?!

  12. Janna says:

    Goopy was at the White House last night for a Hanukkah shindig, apparently as the guest of someone who hasn’t been revealed, and didn’t want her picture taken. That really makes me wonder who her date was!

    • Bobbisue says:

      Hmmm…very, very interesting!!! Didn’t want the public knowing who her date was?? Who could it be? After the way she fawned over Obama at her house for the fundraiser you’d think he was her date! But, seriously, since JLaw has moved on she probably wants tongues wagging that she’s certainly reconciled with Chris. Clutching her iPhone 6, not even an evening bag?

  13. vauvert says:

    I think Xmas stress is getting to me so I I feel extra snarky, but I have decided that whatever is Goop approved will be immediately and forever banished in my home. Just do not like her or her pretentiousness and I will absolutely not contribute a penny to anything this woman promotes, whether through her own website or her endorsements. I am still trying to figure out why anyone would actually buy into her, because I do not find her talented, or attractive, or original or anything. Just a spoiled blonde little rich girl born in the right family and for whom doors opened at every turn. But obviously some people are fans and will pay for what she’s selling….

  14. velourazure says:

    A person who truly had “aesthetic strength” would NOT have hair like that.

    And LOL at her majesty Gwyneth believing that Martha Stewert thinks goop is competition.

  15. reba says:

    Oh my, no snark, I just googled this in my town and we have one so I am definitely going! I have always wished for a hair place with no commitment! I already have the guy who does my cut and color, and I don’t want to pay $60 for him to do just a blow dry. When you go someplace else just for the blow dry, they try to upsell you and get you as a regular customer. So this is terrific. I get to cheat on my hairdresser without danger of complications with the ‘other man’.
    Also, I was waiting for a Goop article so I could thank her for the oil pulling tip. Friends, I am not kidding, this works!! I am sure I have saved $$$hundreds in dental bills since starting this practice. If it had not been for her I would never have heard of oil pulling, and now blow dry bars.
    So Gwyneth if you are reading, I just want to say thank you.

    • Courtney says:

      What is this oil pulling business you speak of? I loathe the dentist!

      • reba says:

        You swish coconut oil in your mouth for 20 minutes daily or several times a week or depending how much you need. If you google it, you will find lots of info.

      • Mrsjennyk says:

        Careful with the oil pulling, it can eff with your fillings and then you’re right back at the dentist

  16. Katenotkatie says:

    Can Goop stop trying to incorporate SAT words into everyday conversation? It’s embarrassing.

  17. Sofia says:

    Considering that Brentwood is an area where stars and people with money and wannabes live (it’s a perfect neighborhood with no variety, it looks like a film built scenery: too perfect) it makes sense that she would have customers in that area. And if you look at the lifestyle she is selling much of it is just aspirational to the common citizen, because most people don’t spend 300$ on a pair of jeans. There’s a lot of money around concentrated in parts of society that she sells to and she doesn’t have to sell a lot to be profitable.