Here’s How to Get a Phone Call From Gwyneth Paltrow

The prize for being a super user of Gwyneth Paltrow’s popular lifestyle brand? A phone call from the Oscar-winning founder of Goop herself. Maybe even drinks at her mansion.

Engagements with “VIPs” are a key way the lifestyle brand and e-commerce site builds customer loyalty, said Chief Content Officer Elise Loehnen Fissmer. “We identify cohorts that are extremely engaged or spending a lot of money over time. We’ve invited them to private events, like cocktails at Gwyneth’s house. We call them. Gwyneth calls them. We answer feedback emails.”