Target and Advantage partner for good.clean.goop event with Gwyneth Paltrow

Michael Browne

Gwyneth Paltrow, the actress and founder and CEO of lifestyle and wellness brand goop, made a special appearance at a Target store in Manhattan Beach, Calif., last week talking to guests about her new good.clean.goop line of clean skin, body, hair and wellness essentials.

Paltrow chatted with fans, posed for pictures and conducted an interview with E! News correspondent Zanna Roberts Rassi, during which she discussed her Target partnership and how good.clean.goop offers clean skin care at a more affordable price.

Produced in partnership between Target and Advantage Solutions, the special event attracted a large crowd of guests and fans of Paltrow and good.clean.goop.  

For Advantage and Target, it was the latest collaboration in a relationship that goes back 13 years.

“Our team worked day and night on this activation, and we were thrilled to see Gwyneth Paltrow and good.clean.goop fans and customers join us at Target for this very special event,” says Tina Montague, director of client services at Advantage.

“We regularly execute what we call Beauty Spotlight events for Target where we provide premium educational product demonstrations. We also do elevated activations such as this one, where influencers or celebrities speak to guests about featured brands, enhancing the event. Because of our history with Target, they came to us with the good.clean.goop project.”

Advantage took the good.clean.goop team’s inspiration boards for the activation and came up with a vision for what the event would look like as well as handled all the logistics, including creating a fresh floral arch and backdrop.

“We always make these experiences custom for the brand so that whatever we’re putting in front of guests is not only exciting and memorable, but also aligned with the brand story and mission ,” Montague says.

During the in-store appearance, Paltrow talked about her Target partnership — good.clean.goop skincare launched in October in Target stores — and how the brand offers clean skincare at a more affordable price. It’s the brand’s first foray into mass retail, and all products are priced under $40. (Check out an interview with Paltrow on E! News Online here.)

Paltrow also selected five guests from the audience to join her for a good.clean.goop skin care consultation.

Product demonstrations organized by Advantage continued throughout the day, ensuring that even those who missed Paltrow’s appearance were able to participate in the event. Customers also were treated to a photo experience featuring the good.clean.goop floral backdrop.

Advantage plans to activate standard beauty spotlight events for the brand in 150 additional target stores throughout May.

(All photos courtesy of Joseph Agustin Photography)