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At this point, who hasn't made fun of Gwyneth Paltrow's lifestyle website
GOOP?
The Huffington Post has called her lifestyle tips, on everything from where to stay while traveling to how to prepare a healthy meal, "painfully, ridiculously obvious," while
Esquire snickered that following her regimen "wasn't much fun" and made the writer "quite a bit poorer." In
Vanity Fair's September issue, writer Craig Brown spoofs the actress' secrets of inner happiness: "At one end of the room the kids are crying out for you to teach them how to make that truly great detox teriyaki salad with miso-nettle dressing. At the other end of the room there's a new movie script sent to you by the cuddly and awesome director Sam Mendes...Meanwhile, you are desperately trying to get your butt in great shape while nourishing your inner aspect by learning how to fold napkins in a way that will make them more ecologically sustainable."
Critics can pan Gwynnie all they want, but she – and GOOP (didn't she realize that her initials sounded like POOP?) – are here to stay. Gwyneth
told a People reporter in July that the site, whose purpose is to "nourish the inner aspect," was a "big success." "It's crazy...crazy!" she bragged. "I just love it. Corporate America is knocking at my door."
And she's knocking on theirs. Despite reports that Gwyneth was overheard squashing talk of her wanting to become the next Martha Stewart, her actions seem to suggest anything but. Musician husband
Chris Martin reportedly calls her business meetings, "the Martha meetings." She's working on a line of lifestyle products, she offers tips on green living and home design, she's toured Spain with
Mario Batali for a PBS series and book, she's added
cooking videos to her site and she sold a cookbook of family recipes entitled "
My Father's Daughter" to Grand Central Publishing this year, set to be released in the fall of 2010. "People ask me, 'What is it? What are you doing?' And I don't know. I did it, am doing it...and I love doing it...I have all of this great information. It's just a gift," she has said.
In her most recent newsletter, Gwyneth shared her gift list with readers. She suggested personalized melamine plates by Em Tanner, which she says "quickly became a colorful basic in my kitchen this year," as well as one-of-a-kind framed prints she found on a shopping trip in Park Slope, Brooklyn. "What better way to show someone your love this gift-giving season than by giving a personalized present? With just a little forethought and organization, you can do something really special. Here is a list of fantastic places to take your Christmas/Chanukah up a notch," she writes.
This certainly sounds like someone building a brand – catch her warm and friendly tone -- and really, why shouldn't she control her own image? So often a celebrity is reflected through the prism of publicists, paparazzi and glossy magazine stories. But the internet allows celebrities to communicate directly with fans, albeit behind the safety of a Twitter account or blog. And if Gwyneth gets extreme pleasure from being an uber-wealthy, jetsetting homemaker, why shouldn't she share what she's learned on her terms, rather than giving up information to editors to run in their own publications?
Still, we had one burning question: if Gwyneth really is trying to be the next Martha Stewart, could she pull it off?