Gwyneth Paltrow’s “Goop” is aiming to attract young consumers with an affordable new line. 

Gwyneth Paltrow’s “Goop” is aiming to attract young consumers with an affordable new line. After over a decade of exclusively selling luxury items such as their $28,250 tennis necklace, the lifestyle brand is switching gears to broaden its appeal. The new line, “Good.clean.goop,” promises to charm the younger gens with products that cost no more than $39.99 at Gen Z-loved destinations Target and Amazon. Despite the brand’s positivity about the launch, some consumers doubt the ability of low-price points to sway a generation in an increasingly concentrated industry. After all, Goop’s dedication to steep price points appeals to its cult followers like 23-year-old Mia Brower, who laments that “What makes Goop so lavish, and what’s part of that brand, is the fact that it’s expensive.” And some Gen Z aren’t buying in simply because, as viral content has shown, they’re not interested in the kind of “healthy” lifestyle Paltrow is selling. (WSJ)