Gwyneth Paltrow’s controversial Goop brand is now making waves after partnering with Celebrity Cruises to create a Goop at sea experience.
Hot on the heels of a sexualized Netflix debut, the lifestyle brand is taking its unconventional approach offshore this summer with an 11-night Mediterranean wellness cruise attended by Paltrow herself.
Paltrow commented: “This partnership with Celebrity Cruises allows us to bring goop to new audiences and to meet readers where they are. Goop’s brand DNA is based on curiosity, and curiosity is an essential component of travel. With Goop at Sea, we’ll be invoking that adventurous spirit with a series of transformative experiences led by a few of our most-trusted wellness practitioners and healers.”
Peter Giorgi, vice-president and chief marketing officer of Celebrity Cruises, added: “Celebrity Apex is the cruise industry’s ultimate cruising experience.
"Every aspect of the Edge Series award-winning design and the curated onboard offerings have been designed to bring the outside in, making the ship a wellness retreat in its own right. Celebrity Apex is modern cruising at its finest and makes for the perfect setting for our partnership with goop and the first-ever goop at Sea experience.”
The onboard experience will give passengers the chance to immerse themselves in Goop by mingling with Paltrow and trying a range of unorthodox 'healing' gimmicks as part of a bid by Celebrity Cruises to market itself as a 'psychedelic' experience.