Goop is also offering a free psychic reading to go with the perfume, which is made partly from fungi
Gwyneth Paltrow has Great Expectations for her new scent.
This Saturday, the actress’s wellness label is opening a one-day-only boutique in New York named Shiso Psychic (by Goop), dedicated entirely to the brand’s two fragrances. The star of Goop’s show is Edition 02-Shiso, a recently launched $165 perfume extracted from shiso leaf, oakmoss fungi and palo santo trees, among others.
Paltrow is touting radical transparency regarding the perfume’s ingredients—all are publicly listed—as a big selling point. “The perfume’s natural ingredients…have mystical properties associated with them,” says Erin Cotter, Goop’s head of beauty. “They create clairvoyance and spurn off old lovers. The pop-up is our opportunity to bring that to life.”
Visitors to the boutique at 252 Mott Street will find a minimalist space with touches inspired by Japanese gardens. Plants extracted for the perfume will crawl up the walls and intertwine with a chandelier. “We wanted to tell a story [of] a fragrance that is super sophisticated and unique,” Cotter tells Moneyish. Since New York is the brand’s largest market, they’re expecting a line out the door. Visitors can also get a complimentary psychic reading while waiting for their nose to clear.
Goop first started as newsletter from the “Iron Man” actress—it reportedly has over 1 million subscribers today—and has become an e-commerce platform selling everything from $90 melting cleanser to $1,500 ruffled silk dresses. There have previously been Goop pop-ups, but this is its first dedicated to fragrance. Cotter says customers are less likely to hand over $165 without getting a whiff. “Beauty is a very experiential category,” she says. “A woman wants to know how fragrance goes on her skin.”
While Goop’s financials are closely held, the brand last fall raised an additional $10 million in venture capital. That’s given the company fuel to grow. It ramped up production for the second fragrance after last winter’s sold out quickly and is planning to introduce two more scents this year. Cotter wouldn’t comment on a permanent store beyond saying that “real life experiential spaces are something we continue to explore.” Goop only introduced its beauty line last year—the melting cleanser and exfoliator are its best sellers—and a fragrance collection even more recently.
Actresses like Blake Lively and Rosario Dawson have tried their hand at e-commerce, but Paltrow’s brainchild stands out. That’s largely because she’s formed a love-hate relationship with many. Fans admire the health guru’s ethos of wellness living but are also bewildered by posts advocating kooky treatments such as vagina steaming, which medical experts warn against.
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