OH my goop-ness

In marketing, we need to connect with our customers' emotion, our brands need to have that resonating emotional element. This is especially true when we don't want them to think logically and just pay us a lot of money for standard stuffs. Adding an emotional element to your brand will after all differentiate you, that is to say, if you can don't or can't have a better product, just add an emotional element and you'll be differentiated. After all, marketing is about appealing to the emotion and not just selling on the feature. Sizzle sells.

Gwyneth Paltrow is one amazing marketer. She created GOOP and you'll see how her marketing is all out to engage to pull your hearts' strings. It's an excellent case study in brand storytelling, lifestyle marketing and basically how to market appealing straight to consumers' heart. Only one minor problem, GOOP is on Truth in Advertising's the Wall of Shame for "making more than a dozen false and misleading health claims about the medical products and nutritional supplements it sells". Then comes the lawsuits, court orders and settlement cycle.

At this juncture, the brand is still doing great and hey even have a show on Netflix called "The Goop Lab". Read, watch and cringe.

Head here if you want vagina and orgasm scented candles:

https://goop.com/

Opps Goop:

https://arstechnica.com/science/2020/02/goop-violating-court-order-with-yet-more-bogus-health-claims-watchdog-says/

https://www.truthinadvertising.org/newwallofshame/