BRANDING FOR GOOP'S 'CLEAN BEAUTY' CASE STUDY
Gwyneth Paltrow, internationally famous actor and namesake of the GOOP lifestyle brand, was seeking branding assistance for her 2016 book “Clean Beauty.” GOOP had developed a series of healthful recipes focusing on nutrient rich ingredients and lifestyle options to balance health, wellness, fitness, food and beauty but needed to simplify the kitchen environment to feature healthy ingredients and finished dishes.
Paltrow tapped Barbara Schmidt/studiobstyle and Big Leo Productions to solve that challenge.
Barbara knew the ask was for a simplified approach, but she also saw the opportunity to bring in partners that would add value to the budget, be a rich source of visual content and increase the production value for the book.
She felt these partners would also provide an increased level of visual branding needed to support the GOOP messaging.
Barbara tapped three countertop and one tile manufacturers to supply products for the shoot in Los Angeles.
By supplying backgrounds the team was able to shoot most of the creative on location where the lighting and talent remained consistent with the rest of the photography. Credit was given to the brand partners and Barbara Schmidt, studiobstyle, for their tie-in efforts.
Barbara was also asked to create a propping solution to the recipe series that continued the clear focus on the ingredients and finished dishes. She sourced serveware and dishware from her own curated prop collection and from several vintage stores in the greater Los Angeles area. Barbara’s unique blend of found and new items helped tell a balanced and authentic visual story for the book.
Across dozens of pages, the visual branding story for GOOP is consistent and clear. The simple, balanced approach to meals helps the reader jump into lifestyle changes, and their appreciation has garnered more than a 50 percent 5-star rating on Amazon.
Countertop and tile vendor partners have shared images from the book across social platforms, allowing them to tell their brand story through the lens of a major influencer. Cross branding, digital tagging and laddered content have increased success with each posting.