Exclusive: Gwyneth Paltrow’s lifestyle brand, Goop, is going to sea with Celebrity Cruises
For Gwyneth Paltrow, spending time at sea can be healing and boats can feels like an escape.
“I love being on the water, I love being by the water and I love being in the water,” she tells USA TODAY. “And I think, energetically, it’s very cleansing to be near the sea or in the sea.”
Now, Paltrow’s modern lifestyle brand, Goop, which focuses on six pillars including wellness and travel, is going to sea.
Goop has partnered with Celebrity Cruises for Goop’s first at-sea venture. The new experience will take place on a Celebrity Apex sailing scheduled to depart from Barcelona on Aug. 26 and to sail around the Mediterranean until Sept. 6.
After everyone’s had a few days to relax, “Goop at Sea,” a one-day experience, will debut Aug 30. It’s inspired by the company’s “In Goop Health,” wellness summits. They feature sessions and discussions with field experts on new ideas and philosophies focused on emotional and physical health and wellness, in different cities including Los Angeles and San Francisco.
“We’ve had massive success with In Goop Health, our wellness summit that translates goop’s content into a tangible, high-touch experience,” Paltrow said in a release. “This partnership with Celebrity Cruises allows us to bring Goop to new audiences and to meet readers where they are.”
The brand’s “DNA” is based in curiosity, which is also essential to travel, she noted in the announcement: “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.”
While the idea to partner with Celebrity Cruises was brought up by a mutual friend that had connections with the cruise line, the idea of having an experience on the water was already percolating in Paltrow’s mind.
“It was funny because we had talked about as we were thinking about different formats for ‘In Goop Health,’ we thought ‘wouldn’t it be fun to do it on a boat one day?’ and this randomly came up the following week so I took it as a good sign,” Paltrow adds.
Celebrity Cruises, which touts itself as a modern luxury line, advertises on their website ways to stay fit and focus on wellness while onboard.
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And Celebrity Cruises’ ship Celebrity Apex, which will start making trips from Southhampton starting in April, is exactly the right setting for
“Goop at Sea,” Peter Giorgi, the cruise line’s vice president and chief marketing officer, explained in a release.
“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,” Giorgi said.
As a result, the partnership has worked very well, according to Paltrow.
“They really understood what our capabilities are and what we would be able to bring to a program,” she notes.
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While the program’s exact details are still being worked out, the experience is likely to include a lineup of seminars including “The Mind Session,” “The Body Session” and “The Soul Session” following an opening keynote speech. During the keynote, Goop’s chief content officer, Elise Loehnen, will introduce Paltrow, who will then lead a conversation about her own wellness journey, the lessons she’s learned, where her curiosities lie and what she’s looking forward to next.
Paltrow says she’s not sure how much time she will personally spend onboard the Apex since the details are still being finalized.
Goop has a permanent store in London and ships to the United Kingdom, France, Italy and Germany, but Paltrow thinks that this initiative will bring Goop to a new community on the continent.
“I’m very excited for the idea of doing it in Europe and reaching people who have that kind of adventurous spirit,” she explains. The ship makes stops in ports of call including Provence, Monte Carlo, Santa Margherita, Nice, Rome and Naples, according to Celebrity Cruises’ website.
While the “Goop at Sea” program only lasts one day, “Goopified perks” from Paltrow’s team and Celebrity Cruises will pop up through the entire “wellness” sailing, such as menus curated by Goop’s food editor and other surprises. Pop-up wellness experiences will also be incorporated throughout the cruise and shore excursions.
Goop at Sea tickets, on sale now, are available for an additional $750 to guests who book suite accommodations.
As for the future of “Goop at Sea,” Paltrow says they will see how the first experience goes.
“If it resonates for the guest and it feels like a good (collaboration), then it’s definitely a partnership we’d like to expand on for sure,” she explains. “For Goop, we like to test everything out.”
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