Net-a-Porter and Goop launch Mother's Day collection over brunch
The Goop branded skincare and fragrance product offering will be available through the e-tailer starting Wednesday of this week. In addition to skincare and fragrance, there will also be a Mother's Day focus to the collection, specially curated by Paltrow to include her favorite Goop products across multiple categories.
Paltrow commented, "We’ve had a rich history of successful content and experiential partnerships with Net-a-Porter, so it was natural for us to evolve that synergy into e-commerce."
The brunch will happen the day after the launch, on Thursday, April 27, at The Butcher’s Daughter in Venice. It is being hosted by the brands working with Paltrow in her curated collection, as well as Paltrow herself. It will exude an overall wellness theme, offering mini-treatments from Goop experts. Included in the Mother's Day collection are elevated Goop Apparel basics and naturally organic skincare items.
The stint is the first time Goop fragrance will be sold outside of Goop's direct-to-consumer e-commerce platform. It is also the first time a curated collection by Goop is being offered to an outside retailer.
As Paltrow commented that Goop's tightly curated collections are one of [the brand's] hallmarks," this partnership could be indicative of Goop's growth plan as it tries to connect with consumers across more channels.
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