Hello, hi and welcome to another episode of the Emmer Gunn Show I am your host,

Emmergan Awardner and in this episode I am joined by the Chief

Content Officer of Goop, the Lifestyle Brand created by Gwinneth Paltrow that started as a newsletter

and is now an online publication, physical books, beauty brand wellness portal, and so much more.

That's right, Elise Lunin is joining me on the show. I'm very excited about it because if you think Goop, you may think about Jade Eggs's

intimate steams and alternative therapies and you'd be right to in many

ways because, well that's what tends to make the headlines, the stuff that makes you go,

they put what wear, or they pay that much to do what it's very very easy to throw shade it really is

but there's no denying the team at group have created something interesting that obviously

speaks to a lot of people so I was interested to speak to

Elise to find out how they've created such an intimate and trusted dialogue with

so many millions of readers for what's coming on to now at their 11th year.

Goop has been slightly ahead of the curve from day one though it has to be said.

trends they talked about at the beginning, the things that were criticized even,

are now completely normal. The concept of gluten-free was seen as, oh gosh, ridiculous. But now we're all aware of a gluten-free diet. We've all heard of it. We've all even

potentially tried it. We've all heard of it, we've all even potentially tried it. We've

definitely probably eaten a snack that was gluten-free thinking it was not

going to make us blow in the afternoon. I know I have. But they've also been

ahead of the curving wellness generally in beauty and health and also how they reach people.

They identified and filled white spaces.

And white spaces is a white spaces where an unmet and unarticulated need or needs are covered to create

innovation opportunities.

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