Gwyneth Paltrow’s Goop Hires Editor-in-Chief From Allure

Gwyneth Paltrow’s Goop reportedly tripled its year-over-year revenue in 2017 and with such growth, the company has taken steps towards beefing up both their editorial and partnerships teams.

The first new addition to the Goop team is Danielle Pergament, a former executive editor of Condé Nast’s beauty title, Allure.

Pergament has been appointed editor-in-chief, which becomes effective February 21.

Pergament will be reporting to Elise Loehnen, chief content officer at Goop, and will oversee editorial content that is to be published online as well as a newsletter that is sent out twice a week, and in a print publication, which is produced in partnership with Condé Nast.

Loehnen tells BoF:

“Goop is rooted in editorial, and as we continue to move into new platforms, we are evolving the way that we deliver stories as well.”

Loehnen currently oversees the programming of those new platforms, which includes the In Goop Health conferences as well as an upcoming television show.

Loehnen also notes:

“As editor-in-chief, [Pergament] will be expanding our editorial strategy and layering in more storytelling, from first-person essays to investigative journalism.”

Next on the roster is InStyle’s style director Ali Pew, who will now act as Goop’s fashion director and Anne Keane, Lucky magazine’s former fashion director and Goop contributor, but will now act as Goop’s new fashion strategy director.

Both Pew and Keane will also represent Goop at fashion week in New York and internationally.

Pew will be responsible for Goop’s fashion point of view across:

  • editorial
  • advertising
  • and e-commerce.

And Keane will continue to write her “Ask Anne” column and work with Goop’s buyers.

Keane will also be helping out with brand partnerships/collaborations, which in prior years have included projects with:

  • Christian Louboutin
  • Valentino 
  • Stella McCartney

Loehnen says:

“[Keane and Pew] are both filling strategic, cross-functional roles that elevate Goop’s modern point of view and redefine the relationship that a fashion media brand can have with its audience.”

And while all three roles require different expertise, all three hires have at least one thing in common: Lucky.

In fact, most of Goop’s editorial team comes from Lucky:

  • Elise Loehnen – former editorial projects director
  • Jean Godfrey June – former beauty director
  • Megan O’Neill – former editor at Elle

But Lucky isn’t the only place Goop was able to mine for new hires.

Katie Di Matteo is a former vp of brand marketing at Time Inc but now acts as senior director of marketing and brand partnerships for Goop.

And Marissa Fuchs, is a former advertising director at Clique Brands, but joined Goop as director of brand partnerships.

Goop has made a serious attempt on staffing up on the partnerships side due to the fact that Goop’s branded products quadrupled sales revenue in 2017.

The company already has its own:

  • clothing label
  • skincare line
  • fragrance
  • book imprint
  • bath salts
  • and vitamins

And plans to launch new or additional branded products in:

  • home
  • beauty
  • and wellness.

In terms of fashion, Goop is planning to expand its own apparel label with more silhouettes and prints, and working to integrate it more seamlessly with the other fashion products sold on the site.

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