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Gwyneth’s Sweet Smell of Success?

Photo: Neilson Barnard/Getty Images
Lauren Sherman
August 3, 2023

A few months back, a good friend of mine and close follower of celebrity endorsements, who also happens to be Gwyneth Paltrow’s No. 2 fan, sent me a post from the Goop founder’s Instagram account. In it, she was selling a posture corrector from “copper-infused activewear brand” Copper Fit, which also makes things like “arch relief” compression bands. This past week, Paltrow extolled the virtues of Copper Fit’s “core shaper,” something I’d argue she doesn’t need for many reasons, one being her trainer of 17 years, Tracy Anderson.

Why, then? The answer to nearly all questions in life comes down to money. With Paltrow, however, it’s more complex than that. In some ways, the fact that she has been the spokesperson for Copper Fit since late 2021 is not surprising: Strike or no strike, celebrities increasingly rely on multiple, varied income streams to supplement their lifestyles. (Movies very rarely make you rich these days.) And Paltrow stopped acting in 2019, anyway.