Gwyneth Paltrow has become the target of far too many jokes with her company Goop, but she often smiles all the way to the bank. The unexpected success of her health and lifestyle company was undoubtedly the result of the Kardashians scrutinizing Paltrow’s business model. Even if you think the Kardashians have a superficial lifestyle, they are razor-sharp when it comes to finding business opportunities.
Kourtney Kardashian recently launched her own lifestyle and beauty site called Poosh. The brand people wonder if it is a cunning nod to Gwyneth’s Goop, especially with the trendy names with one word. And one has to wonder if they will eventually work together or just become important business rivals.
How did Kourtney introduce Poosh?
As usual, Kourtney used Instagram to introduce her new company. She did it with the usual, fire-opening panache. The first images were the new trend of splitting photos to combine into one large image. It combined into a stunning image of Kourtney sitting on a table usually naked, with a cup of tea, plus a laptop with “Poosh” written on the cover.
Yes, it was a typical marketing campaign for a Kardashian to show a serious skin to market of something of his own. One of the first hashtags that was used there was ‘PooshtheBoundaries’, the product of a clearly sharp marketing manager.
The name “Poosh” sounds like “Push” – but it is reportedly the nickname of her daughter Penelope – which is arguably a better marketing name than Goop. Gwyneth Paltrow has in fact reinvented the word Goop so that it had no negative connotation, just as it had before it founded its company.
Instagram comments about the Kourtney company were a tidal wave per usual, also typical social media snark.
Is Poosh’s business model similar to Goop’s?
An interesting thing to note in the Instagram comments is that someone pointed out that Paltrow’s Goop initially promoted other beauty and lifestyle products until he started his own line. This is probably exactly what Kourtney’s Poosh is currently doing to make a name for himself.
It is of course about getting the name and building a brand. All Kardashians understand the importance of branding and brand awareness. There is no smarter approach to business, which continuously proves their success thanks to an already established crowd of fans.
All that now stands in the way is whether those fans will think it’s just a Goop knockout, rather than distinguishing themselves as a business idea of their own.
What’s the difference between Poosh and Goop?
Take a look at the Poosh website and you will see that there are a number of differences. Basically, Kotteney is able to avoid the pseudo-medical claims that Goop was criticized for in the beginning. Poosh seems to hold on to things that have been proven to work, including more natural makeup products.
Poosh also pushes the typical appearance of the Kardashians so that women can look. Unfortunately, this means that you have to spend some money because it is not intended as a site for the middle class.
While the Kardashians could probably make even more money if they focused on more affordable products, Poosh could technically get into trouble based on one overly similar thing: their logo. Many media analysts have noticed the similarity between the Poosh and Goop logos, especially in the double O’s. This can lead to a Paltrow lawsuit, even if it doesn’t go anywhere, just because of the different names.
What would happen if the two companies merged someday?
The similarities between the two brands make us wonder if the two companies might one day merge if Poosh becomes successful.
We don’t know if Gwyneth and Kourtney know each other. Imagine how powerful a merger would be in helping their respective reputation. The only thing we don’t want is for a portmanteau on their behalf in Goosh.