Monday 11 November 2019

The rise of the celebrity lifestyle 'guru'

Supermodel Miranda Kerr attends 'Buick Super Bowl ad featuring the cascada and encore with football star Cam Newton and supermodel Miranda Kerr' on January 13, 2017 in Los Angeles, California. (Photo by Emma McIntyre/Getty Images for Buick)
Supermodel Miranda Kerr attends 'Buick Super Bowl ad featuring the cascada and encore with football star Cam Newton and supermodel Miranda Kerr' on January 13, 2017 in Los Angeles, California. (Photo by Emma McIntyre/Getty Images for Buick)
Miranda Kerr attends the "Rei Kawakubo/Comme des Garcons: Art Of The In-Between" Costume Institute Gala at Metropolitan Museum of Art on May 1, 2017 in New York City. (Photo by Mike Coppola/Getty Images for People.com)
Miranda Kerr appears on stage during a Kora Organics product event at David Jones on May 20, 2014 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images)

Sheena McGinley

Geri Horner (née Halliwell) had the solo career. She launched a series of children’s books, became a mum, ‘presented’ that BBC singing show All Together Now, and partook in the Spice Girls reunions.

What could the next rung in her career ladder be? She’s going to be the UK’s answer to Gwyneth Paltrow, that’s what.

A source close to the star recently divulged: “Geri has a decent following on social media and loves videos on Instagram so wants to build on that with her own YouTube channel. She got the idea after seeing the success of Gwyneth...

“She will film the videos at her country house in Oxfordshire, where she has previously shot similar segments for ITV’s This Morning.

“Geri is convinced people want her advice and over the past few weeks she’s been gearing up to start dishing out her life hacks.”

If Geri wants to take on Gwyneth via YouTube, surely she’s been organically growing her following with regular posts providing humorous and relatable insights into her as a human being?

Miranda Kerr appears on stage during a Kora Organics product event at David Jones on May 20, 2014 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images)
Miranda Kerr appears on stage during a Kora Organics product event at David Jones on May 20, 2014 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images)

That would be a no. Heading her channel presently are music videos from her solo career (Mi Chico Latino, anyone?), posted eight years ago. In fact, the most recent post appears to be from two years ago.

Perhaps her 35,000 YouTube followers are showing support as they really appreciate the work/blog posts she’s been providing via her official website? Nope... that’s currently just a static holding page linking to social media platforms.

If Geri wants to become the UK’s answer to Gwyneth, she ought to realise that you can’t just start dumping “life hacks” on people because you reckon they want your advice. You need to MAKE them want your advice. In other words, the content needs to be cracking.

The insider added: “She is going to be covering everything from how to make her favourite dishes to looking after her animals. It will be eclectic and typically a bit bonkers.”

Oh dear.

Irish celebs who have successfully bridged the divide between showbiz and wellness include Bressie, Rosanna Davison and Roz Purcell. They had the authenticity to back up their expertise in their new fields. The transition was seemingly seamless and organic. They didn’t just jump onto the Wellness Wagon hollering “I’m just doing this now!”

Stateside, the transition from showbiz to the wellness business has been happening for over a decade. Cameron Diaz launched The Body Book, Drew Barrymore released Flower Beauty, Gisele Bündchen created Sejaa Pure Skin Care, and Michelle Obama published American Grown (documenting the White House Kitchen Garden, while promoting healthy eating).

Vast numbers of former actresses are now fronting lifestyle brands. Diversification is key, with the movie industry being as ageist as it is. However, it’s too easy to suggest this is the only reason why they’ve branched into this field. After all, David Lynch hardly falls into that demographic. Observe!

• Kourtney Kardashian: Poosh

Kourtney was a bit late to the party in terms of celeb wellness advocacy, but she went all in as only a Kardashian marketing machine knows how.

There was no ‘insider’ spilling about the ‘bonkers’ stuff she had planned; just her, perched in her bathroom, starkers, with a strategically placed teacup and laptop. When a Kardashian does a teaser, nudity is pretty much mandatory. Much like Goop, Poosh is “everything and anything” — a lifestyle brand with wellness thrown in. Why call it Poosh? The name wasn’t inspired by her very public births; seemingly it’s a nickname for her daughter, Penelope.

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Kourtney was a bit late to the party in terms of celeb wellness advocacy, but she went all in as only a Kardashian marketing machine knows how. (Ian West/PA)

That and apparently someone once told Gwynnie that “all the successful internet companies had double Os”. Well, if it’s good enough for Goop and Google.

• Jessica Alba:

The Honest Company

The 38-year-old mother of three has become a businesswoman off the back of her acting career, creating a lucrative brand around consumers not having to “choose between what works and what is good for you”. Jessica offers a range of “personal care” products for all the family that are based on natural ingredients and aid the environment.

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Jessica Alba (Dennis Van Tine/PA)

• Alicia Silverstone:

The Kind Life

Most famed for Clueless and that video of her regurgitating food into her child’s mouth, Alicia has also lent her name to The Kind Diet, a book which flew off the shelves in 2009.

This spawned subsequent book The Kind Mama plus website TheKind

Life.com, “which is all about living your healthiest and happiest life to the fullest, while taking care of mama Earth at the same time!”

• Carrie Underwood:

Calia Studio

Her pipes launched a country music career after her turn on American Idol, and now the mum has come up with a line of activewear, comprising “everything from moto leggings to neoprene blazers” as well as “blanket scarves and other such “workout warm-up” accessories.

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Her pipes launched a country music career after her turn on American Idol, and now the mum has come up with a line of activewear, comprising “everything from moto leggings to neoprene blazers” as well as “blanket scarves and other such “workout warm-up” accessories.

• Kate Hudson:

Fabletics

With dozens of movies under her belt, the mum of two opted to venture into the world of athleisure in 2012.

She co-founded Fabletics, and 1.2 million people have signed up to its business model worldwide.

According to the website, “fashion tastemaker” Kate was “born to inspire others”.

• Russell Brand: Wellness Keynote Speaker

He was addicted to sex, heroin and general debauchery, so there was only one other destination for him... the transcendental plane.

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He was addicted to sex, heroin and general debauchery, so there was only one other destination for him... the transcendental plane. (Jonathan Brady/PA)

While Russell doesn’t flog green items, he does speak at several wellness events. He even introduced the Dalai Lama at an event, before discussing his sex life with all assembled.

• Miranda Kerr:

KORA Organics

Set up in 2009, the supermodel’s range of certified organic skin care products are now available across the globe via her website.

There you will find her skin Tips ‘n Tricks, as well as Christmas gift suggestions and demo videos.

Trouble getting to sleep? You can even play her range of ‘vibrations’ and ‘affirmations’. Miranda recently said: “I’m excited by how fast the wellness industry is growing.”

• Elle MacPherson:

WelleCo

According to reports, supermodel Elle’s WelleCo Super Elixirs have been “perfected with over ten years of hard work and research backing it.”

They cost between $90 and $195 a pouch, which is apparently the price you pay for “skincare that comes from within”.

• David Lynch:

David Lynch Foundation for Consciousness-Based Education and World Peace

OK, so it doesn’t exactly roll off the tongue, but kudos to the movie director for trying to spread peace, love and consciousness-based living to a wider audience.

It won’t surprise you to hear that he often works with Russell Brand to tap into “a source of energy that’s more powerful than the material world in which we primarily dwell”.

Speaking with the New York Times, the Hollywood stalwart said: “Mother Nature is very, very happy when people stop suffering and move things forward in a beautiful way. That makes me feel good. I’m just the messenger.”

• Gwyneth Paltrow: Goop

The Holy Grail of wellness empires. Established in 2008, Gwyneth is widely considered to be among the first of her kind when it comes to marketing wellbeing.

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Gwyneth Paltrow’s website GOOP published a story about your “leanest, liveable weight”

From vaginal steaming, to cupping, to elixirs for the perimenopausal, Goop is a juggernaut of products. But it hasn’t been without its pitfalls.

Paltrow found herself in a spot of bother recently thanks to Nephrite Jade eggs, “made exclusively” for Goop. In short, the site had been advocating stowing these eggs in one’s unmentionables for the keen price of $66, in a bid to “balance hormones, regulate menstrual cycles, prevent uterine prolapse, and increase bladder control”.

Conversely, gynaecologists said inserting such an egg was not recommended and, in fact, dangerous.

In September of last year, Goop reached a settlement with the Orange County District Attorney’s Office, agreeing to pay the $145,000 fine and to reimburse any customer who bought the product that wanted a refund.

The controversy has since quietened down and it’s business as usual for Gwynnie. But it did raise a serious question: should we be taking health advice from former starlets?

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