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.
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.
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.
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.