![](https://cremecollective.com/wp-content/uploads/2022/05/goop_creme_hero.jpg)
Gwyneth Paltrow and her team came to Crème for ideation and execution of a creative campaign to launch their first in-house product line, goop by Juice Beauty skincare.
![](https://cremecollective.com/wp-content/uploads/2022/02/GOOP-PRODUCT-0543.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/02/THP-GOOP3-0162.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/02/GOOP-PRODUCT-0089.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/03/gptest.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/02/GOOP-PRODUCT-0455R.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/gptest2.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/02/GOOP-PRODUCT-0527.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/02/THP-GOOP3-0063-RT.jpg)
THE BRAND
Launched in 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, GP created goop to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and also as a place to get her own questions—about health, fitness, and the psyche—answered.
THE STRATEGY
In an unsophisticated world of "farm-to-face" natural beauty, we wanted to make this skin care brand feel sleek and modern while incorporating the down to earth, tongue-in-cheek vibe of goop.
We aimed to capitalize on the celebrity power of GP without producing “cheesy” advertising.
The Visuals
![](https://cremecollective.com/wp-content/uploads/2022/05/goop_creme2.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/gp_creme.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/01/goop_insta-01-scaled.jpg)
The Message
The Campaigns
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60031.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X600.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X6005.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60017.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60024.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60021.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60023.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60020.jpg)
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_ADCAMPAIGN_300X60025.jpg)
The Site
We supported website design concepts for the first in-house brand launch on their editorial commerce site, tackling key challenges like where the products should live and what the customer experience should be.
![](https://cremecollective.com/wp-content/uploads/2022/05/GOOP_LANDINGPAGE.png)