奧斯卡影后帕特洛的養(yǎng)生商業(yè)帝國(guó)

On a Monday morning in November, students at Harvard Business School convened in their classroom to find Gwyneth Paltrow. She was sitting at one of their desks, fitting in not at all, using her phone, as they took their seats along with guests they brought to class that day — wives, mothers, boyfriends. Each seat filled, and some guests had to stand along the back wall and sit on the steps. The class was called the Business of Entertainment, Media and Sports. The students were there to interrogate Paltrow about Goop, her lifestyle-and-wellness e-commerce business, and to learn how to create a “sustainable competitive advantage,” according to the class catalog.

去年11月某個(gè)周一的上午，哈佛商學(xué)院的學(xué)生們走進(jìn)教室后，發(fā)現(xiàn)格溫妮斯·帕特洛(Gwyneth Paltrow)已在那里。她坐在他們的一個(gè)課桌后，一點(diǎn)也不融合，她正在用手機(jī)，學(xué)生和他們那天帶來(lái)旁聽(tīng)的客人——妻子們、母親們、男友們——隨之陸續(xù)落座。教室里座無(wú)虛席，有些客人不得不沿著教室的后墻站立，或者坐在階梯教室走道的臺(tái)階上。這堂課的題目是“娛樂(lè)、媒體及體育產(chǎn)業(yè)”。根據(jù)課程目錄，學(xué)生們?cè)谶@堂課上要向帕特洛詢(xún)問(wèn)她創(chuàng)辦的生活時(shí)尚與健康產(chǎn)品電商企業(yè)Goop的有關(guān)問(wèn)題，并學(xué)習(xí)如何打造“可持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì)”。

She moved to the teacher’s desk, where she sat down and crossed her legs. She talked about why she started the business, how she only ever wanted to be someone who recommended things.

她從課桌后走到講臺(tái)上坐了下來(lái)，一條腿壓在另一條腿上。她講述了為什么做起這門(mén)生意，并表示最開(kāi)始時(shí)，她只不過(guò)是想當(dāng)一個(gè)向他人推薦產(chǎn)品的人。

The first iteration of the company was only these lists — where to go and what to buy once you get there — via a newsletter she emailed out of her kitchen, the first one with recipes for turkey ragù and banana-nut muffins. One evening, at a party in London, one of the newsletter’s recipients, a venture capitalist named Juliet de Baubigny, told her, “I love what you’re doing with Goop.” G.P., as she is called by nearly everyone in her employ, didn’t even know what a venture capitalist was. She was using off-the-shelf newsletter software. But De Baubigny became a “godmother” to Paltrow, she said. She encouraged her vision and “gave permission” to start thinking about how to monetize it.

公司最初的運(yùn)作只是提供一些清單——去哪兒，到那里后買(mǎi)些什么等等，她從自己的廚房把這些清單發(fā)給那些訂閱電子郵件簡(jiǎn)訊的人，第一份清單里有火雞通心粉和香蕉堅(jiān)果松餅的食譜。一天晚上，在倫敦的一個(gè)派對(duì)上，收到這些訂閱郵件的人之一、名叫朱麗葉·德·鮑比尼(Juliet de Baubigny)的風(fēng)險(xiǎn)投資人對(duì)她說(shuō)，“我喜歡你用Goop做的事。”GP——帕特洛手下幾乎所有的人都這么叫她——當(dāng)時(shí)連風(fēng)險(xiǎn)投資人是什么都不知道。她用的是現(xiàn)成的訂閱郵件發(fā)布軟件。不過(guò)，德·鮑比尼成了她的“教母”，帕特洛說(shuō)。德·鮑比尼鼓勵(lì)了她的設(shè)想，并對(duì)她開(kāi)始思考如何從中獲利“表示認(rèn)可”。

By the time she stood in that Harvard classroom, Goop was a clothing manufacturer, a beauty company, an advertising hub, a publishing house, a podcast producer and a portal of health-and-healing information, and soon it would become a TV-show producer. It was a clearinghouse of alternative health claims, sex-and-intimacy advice and probes into the mind, body and soul. There was no part of the self that Goop didn’t aim to serve.

當(dāng)她出現(xiàn)在哈佛商學(xué)院那間教室里的時(shí)候，Goop已經(jīng)是一家服裝制造商、一個(gè)美妝公司、一個(gè)廣告平臺(tái)、一家出版社、一個(gè)播客節(jié)目制作者，以及一個(gè)健康醫(yī)療信息的門(mén)戶(hù)，很快還將制作電視節(jié)目。這里匯集了各種非傳統(tǒng)的養(yǎng)生聲稱(chēng)和對(duì)性愛(ài)與私密生活的建議，觸及人的思想、肉體和靈魂。個(gè)人生活的每個(gè)方面都是Goop旨在提供服務(wù)的目標(biāo)。

“I want to help you solve problems,” G.P. said. “I want to be an additive to your life.” Goop is now worth $250 million, according to a source close to the company.

“我想幫你解決各種問(wèn)題，”GP說(shuō)。“我想成為你生活的添加劑。”與公司關(guān)系密切的人士透露，Goop公司目前的估價(jià)為2.5億美元。

Goop’s first newsletter left G.P.'s kitchen in 2008, right when the economy was collapsing around us. It wasn’t just the homes people no longer owned and the jobs people no longer had. It was the environmental crisis. It was the endless exposure of corruption. Whom exactly were we trusting with our care? Why did we decide to trust them in the first place? Who says that only certain kinds of people are allowed to give us the answers?

Goop的第一封訂閱郵件在2008年從GP的廚房發(fā)出，那正是美國(guó)經(jīng)濟(jì)崩盤(pán)的時(shí)候。那不止是人們失去了自己的房子、丟掉了自己的工作。還有環(huán)境危機(jī)，還有對(duì)腐敗的沒(méi)完沒(méi)了的曝光。我們?cè)谡樟献约荷线^(guò)去究竟信任了什么人?我們當(dāng)初為什么決定相信他們?誰(shuí)說(shuō)只有某幾種人才能告訴我們答案?

These phenomena gave an easy rise to Gwyneth Paltrow, who was at first curating teas and lingerie and sweaters she thought you’d like. But people were looking for leaders, and she was already committing public displays of ostentatious wellness: She showed up at a movie premiere with cupping marks on her back; she let bees sting her because I don’t know why. Suddenly Gwyneth Paltrow, the movie star, was a major player in an industry that was big business.

這些現(xiàn)象讓格溫妮絲·帕特洛輕松崛起，她最初不過(guò)是推薦她覺(jué)得你會(huì)喜歡的茶、內(nèi)衣和毛衣。但人們那時(shí)正在尋找領(lǐng)袖，而她早已在公開(kāi)場(chǎng)合炫耀自己的養(yǎng)生法：她背上帶著拔火罐的印跡出席在電影首映式上;她讓蜜蜂蜇她，我也不知道為什么。突然間，電影明星格溫妮絲·帕特洛成了一個(gè)商機(jī)巨大的產(chǎn)業(yè)里的主要玩家。

The Goop campus in Santa Monica consists of four squat gray buildings, where in June a diverse group of about 200 young, exuberant, well-dressed people were working hard to plan the coming weekend’s event, the In Goop Health wellness summit. G.P. sat at her desk behind the glass walls of her office, which was spare and also decorated in shades of gray. Her golden hair fell over the paper she was reading. She was wearing a tank top, shearling-lined white Birkenstocks and Goop x Frame wide-legged palazzo jeans. Back when she wore them at Harvard, I’d never seen anyone else wear them. Now she was making them, and everyone else I knew was wearing the same style.

位于圣塔莫尼卡的Goop公司園區(qū)由四座灰色建筑組成，今年6月，二百來(lái)個(gè)形形色色、精力充沛、衣著考究的年輕人在這里努力策劃即將到來(lái)的周末活動(dòng)“In Goop Health健康峰會(huì)”。GP坐在自己四面都是玻璃的辦公室里的辦公桌后面，辦公室裝修簡(jiǎn)潔，點(diǎn)綴著不同深淺的灰色。她的金發(fā)垂落在她正閱讀的文件上。她穿著一件挎籃背心，白色羊剪絨襯里Birkenstocks涼鞋，一條Goop x Frame闊腿牛仔褲。她穿這這一身在哈佛出現(xiàn)之前，我還從沒(méi)見(jiàn)過(guò)別人有過(guò)這種打扮。現(xiàn)在她穿了這么一身后，我認(rèn)識(shí)的人都這么穿。

We ate salmon hand rolls. She was trying to be low-carb today, but it wasn’t happening. There was too much going on. The wellness summit, a daylong immersion in Goop-endorsed products, panels, doctors and other “healers,” was a “heavy lift for the team.”

我們一起吃了三文魚(yú)手卷。這天她本來(lái)的計(jì)劃是少攝入碳水化合物，但沒(méi)做到。有太多的事情。健康峰會(huì)就是整整一天浸沒(méi)在各種Goop認(rèn)證的產(chǎn)品、各種論壇、各種醫(yī)生和其他“治療師”當(dāng)中，“對(duì)團(tuán)隊(duì)來(lái)說(shuō)有點(diǎn)沉重。”

The summit is great, don’t get her wrong. All three so far have sold out, with tickets ranging from $500 to $4,500, the highest of which included two dinners with G.P. plus two nights at Casa del Mar. But lately she has been wondering if the summit does everything it needs to. She worries that she’s just serving the same customers over and over. She met a woman who took a very long bus ride from she thinks rural Pennsylvania to the Goop summit in New York in January. “Seventy-nine percent of our American customers aren’t in New York or Los Angeles,” where these summits are held, she said; they’re in secondary markets.

別理解錯(cuò)了她的話(huà)，峰會(huì)辦得非常好。三場(chǎng)活動(dòng)的票全部售罄，票價(jià)從500到4500美元不等，最貴的一檔包含了與GP共進(jìn)兩頓晚餐、以及兩晚濱海之家(Casa del Mar)酒店住宿。不過(guò)，最近她有點(diǎn)兒擔(dān)心，峰會(huì)是否把該做的事都做到了。她擔(dān)心自己只是在一次又一次地為同一群消費(fèi)者提供服務(wù)。她見(jiàn)過(guò)一位女士坐了很久的公交車(chē)，從她認(rèn)為是鄉(xiāng)下的賓夕法尼亞州到紐約來(lái)參加1月份的Goop峰會(huì)。“我們的美國(guó)客戶(hù)中的79%都不在紐約或洛杉磯，”她說(shuō)，(那兩個(gè)城市是舉行峰會(huì)的地方)，他們是在二級(jí)市場(chǎng)。

So how do you bring them in? There have been pop-up Goop stores everywhere from Dallas to Miami. There would be a digital pass to the summit. But you can’t taste a plate of ancient grains and avocado in citrus dressing on a computer. You can’t feel someone push warm oil with a jade roller over your skin through an iPad. You can’t eat a piece of chocolate that will supposedly not just regulate your hormones but restore your sex life — chocolate! — on your phone. You can only watch some panels and one-on-one conversations. So she’s thinking they might take the thing on the road. Can you believe this? She was incredulous. She still remembers sitting in her kitchen in London, celebrating a day when $45 had come in because of an advertising partnership.

那你怎樣把他們吸引來(lái)呢?從達(dá)拉斯到邁阿密，到處都有臨時(shí)冒出的Goop門(mén)店。將來(lái)會(huì)有參與峰會(huì)的數(shù)字途徑。但你不能在電腦上品嘗一盤(pán)古老谷物和佐柑橘調(diào)味汁的牛油果。你不能在iPad上感受有人用玉石磙子在你皮膚上把暖暖的精油推開(kāi)的感覺(jué)。你也不能在手機(jī)上吃一塊巧克力，據(jù)說(shuō)，這種“巧克力!”不僅能調(diào)節(jié)你的荷爾蒙，還能恢復(fù)你的性生活。你只能看些論壇和對(duì)談。所以她在考慮，他們也許用路演的方式辦這個(gè)峰會(huì)。你能相信事情發(fā)展到了這一步嗎?她表示不可相信。她還記得當(dāng)年坐在倫敦的一個(gè)廚房里，為一單廣告合作進(jìn)賬45美元慶祝的那天。

The newsletter was at first kind of mainstream New Age-forward. It had some kooky stuff in it, but nothing totally outrageous. It was concerned with basic wellness causes, like detoxes and cleanses and meditation. It wasn’t until 2014 that it began to resemble the thing it is now, a wellspring of both totally legitimate wellness tips and completely bonkers magical thinking.

那些訂閱郵件最初只是主流的新時(shí)代運(yùn)動(dòng)(New Age)的某種推進(jìn)。里邊有一些古怪內(nèi)容，但沒(méi)有荒誕不經(jīng)的東西。它關(guān)注一些基本的養(yǎng)生之道，比如排毒、凈化和冥想。直到2014年它才開(kāi)始有了今天的樣子，既有完全合理的養(yǎng)生竅門(mén)，也有徹底瘋狂的奇想。

Goop knew what readers were clicking on, and it was nimble enough to meet those needs by actually manufacturing the things its readers wanted. When a story about beauty products that didn’t have endocrine disrupters and formaldehyde got a lot of traffic in 2015, the company started Goop by Juice Beauty, a collection of “clean” face creams and oils and cleansers that it promised lacked those things. When a story about “postnatal depletion,” a syndrome coined by one of the Goop doctors, did even-better-than-average business in 2017, it introduced Goop Wellness, a series of four vitamin “protocols” for women with different concerns — weight, energy, focus, etc. Goop says it sold $100,000 of them on their first day.

Goop很清楚讀者點(diǎn)擊了哪些內(nèi)容，也足夠靈敏地通過(guò)實(shí)際生產(chǎn)那些讀者想要的東西來(lái)滿(mǎn)足這些需求。當(dāng)2015年的一篇講不含內(nèi)分泌干擾素和甲醛的美容產(chǎn)品的文章獲得了巨大流量后，公司便開(kāi)始推出Goop by Juice Beauty系列美妝產(chǎn)品，包括各種“純凈”的面霜、卸妝油和潔面液，保證不含那些物質(zhì)。另一篇關(guān)于“產(chǎn)后體虛”(這是一名Goop醫(yī)生創(chuàng)造出來(lái)的癥狀)的文章在2017年創(chuàng)造了高于平均水準(zhǔn)的業(yè)績(jī)，公司推出了Goop Wellness，分別針對(duì)有體重、精力、注意力等不同擔(dān)憂(yōu)的四套維生素“醫(yī)療方案”。Goop說(shuō)，推出的第一天就賣(mài)出了10萬(wàn)美元的產(chǎn)品。

The weirder Goop went, the more its readers rejoiced. And then, of course, the more Goop was criticized: by mainstream doctors with accusations of pseudoscience, by websites like Slate and Jezebel saying it was no longer ludicrous — no, now it was dangerous. And elsewhere people would wonder how Gwyneth Paltrow could try to solve our problems when her life seemed almost comically problem-free. But every time there was a negative story about her or her company, all that did was bring more people to the site — among them those who had similar kinds of questions and couldn’t find help in mainstream medicine.

Goop變得愈是怪異，它的讀者就愈是歡欣鼓舞。然后，當(dāng)然，它也會(huì)受到更多批評(píng)：主流醫(yī)生指責(zé)它是偽科學(xué)，像Slate和Jezebel這樣的網(wǎng)站說(shuō)它不再搞笑——不，它現(xiàn)在很危險(xiǎn)。其他地方的人想知道，格溫妮絲·帕特洛自己的生活看上去幾乎沒(méi)有任何問(wèn)題，簡(jiǎn)直到了可笑的地步，而她究竟要怎么解決我們的問(wèn)題。但是，每當(dāng)關(guān)于她或她公司的負(fù)面報(bào)道出現(xiàn)時(shí)，這一切確實(shí)會(huì)令更多的人瀏覽這個(gè)網(wǎng)站——其中包括那些有類(lèi)似問(wèn)題，而且無(wú)法從主流醫(yī)學(xué)中得到幫助的人。

With assaults coming from all sides, Goop began to dig its heels into the dirt, not only because dirt is a natural exfoliant and also contains selenium, which is a mineral many of us are lacking and helps with thyroid function. Now Goop was growing only more successful. Now Goop was a cause, and G.P. was its martyr.

受到各方攻擊的Goop，開(kāi)始把腳跟扎進(jìn)泥土里，這不僅因?yàn)槟嗤潦翘烊坏娜ソ琴|(zhì)物質(zhì)，而且它還含有硒，這是我們?cè)S多人缺乏的礦物質(zhì)，有利于甲狀腺功能?，F(xiàn)在Goop反而更加成功了。現(xiàn)在Goop成了一種事業(yè)，而GP是它的殉道者。

That issue, like the second issue (the one with a cover photo of her and Falchuk and the words “In Deep”), was $15 on newsstands and a product of a partnership with Condé Nast. At first, it seemed like a perfect fit. “Goop and Condé Nast are natural partners, and I’m excited she’s bringing her point of view to the company,” said Anna Wintour, Condé Nast’s artistic director and editor in chief of Vogue, when the deal was announced in April 2017. The print product would be a collaboration — Goop content overseen by a Vogue editor.

那一期的《Goop》雜志和第二期一樣(封面是GP和佛查克[Falchuk]的照片，上面寫(xiě)著“深入”)，在報(bào)攤上售價(jià)15美元，是它與康泰納仕(Condé Nast)合作的成果。起初，合作似乎很完美。“Goop和康泰納仕是天生的合作伙伴，我很高興她能把自己的觀點(diǎn)帶給公司，”2017年4月，康泰納仕藝術(shù)總監(jiān)兼《Vogue》主編安娜·溫圖爾(Anna Wintour)宣布這項(xiàng)合作時(shí)表示。合作內(nèi)容是印刷制品——Goop提供內(nèi)容，由一位《Vogue》編輯負(fù)責(zé)監(jiān)制。

It didn’t work out. “They’re a company that’s really in transition and do things in a very old-school way,” G.P. said. The parting was amicable. “But it was amazing to work with Anna. I love her. She’s a total idol of mine. We realized we could just do a better job of it ourselves in-house. I think for us it was really like we like to work where we are in an expansive space. Somewhere like Condé, understandably, there are a lot of rules.”

最后沒(méi)有成功。“他們是一家真正處于轉(zhuǎn)型期，并以非常老派的方式做事的公司，”GP說(shuō)。分手是友好的。“與安娜合作真是太棒了。我愛(ài)她。她是我的偶像。但我們意識(shí)到，我們?cè)谧约簷C(jī)構(gòu)內(nèi)部可以做得更好。我認(rèn)為就我們而言，我們真的喜歡像我們現(xiàn)在這樣，在一個(gè)寬廣的空間里工作。而像康泰納仕那樣的地方，可以理解，他們有很多規(guī)則。”

The rules she’s referring to are the rules of traditional magazine making — all upheld strictly at an institution like Condé Nast. One of them is that they weren’t allowed to use the magazine as part of their “contextual commerce” strategy. They wanted to be able to sell Goop products (in addition to other products, just as they do on their site). But Condé Nast insisted that they have a more “agnostic” editorial approach. The company publishes magazines, not catalogs. But why? G.P. wanted to know. She wanted the Goop magazine to be a natural extension of the Goop website. She wanted the reader to be able to do things like text a code to purchase a product without even having to leave her inert reading position and wander over to her computer. A magazine customer is also a regular customer.

她說(shuō)的規(guī)則是指?jìng)鹘y(tǒng)雜志制作的規(guī)則，像康泰納仕這樣的機(jī)構(gòu)會(huì)全部嚴(yán)格遵守。其中一條是，Goop不得使用該雜志作為其“情境商業(yè)”戰(zhàn)略的一部分。Goop希望能夠推銷(xiāo)自己的產(chǎn)品(包括其他產(chǎn)品，就像他們?cè)谧约旱木W(wǎng)站上做的那樣)。但康泰納仕堅(jiān)持認(rèn)為，他們應(yīng)該用一種更加“模棱兩可”的編輯方法。公司出版的是雜志，不是產(chǎn)品目錄。但這是為什么?GP想不明白。她希望《Goop》雜志能夠成為Goop網(wǎng)站的自然延伸。她希望讀者能夠做一些事情，比如用短信發(fā)出一個(gè)代碼就可以購(gòu)買(mǎi)產(chǎn)品，甚至不必離開(kāi)慣常閱讀的位置走到電腦邊去。一本雜志的顧客，同時(shí)也是普通的顧客。

But the other rule is — well, the thing couldn’t be fact-checked. Goop wanted Goop magazine to be like the Goop website in another way: to allow the Goop family of doctors and healers to go unchallenged in their recommendations via the kinds of Q. and A.s published, and that just didn’t pass Condé Nast standards. Those standards require traditional backup for scientific claims, like double-blind, peer-reviewed studies.

但另一條規(guī)則是——這件事通不過(guò)事實(shí)核查。Goop希望《Goop》雜志在另一個(gè)方面也像Goop網(wǎng)站一樣：讓Goop旗下的醫(yī)生和治療師可以通過(guò)問(wèn)答形式，不受質(zhì)疑地發(fā)布各種建議，然而這種做法不符合康泰納仕的標(biāo)準(zhǔn)。它的標(biāo)準(zhǔn)要求文章能夠得到科學(xué)觀點(diǎn)的傳統(tǒng)支持，比如經(jīng)過(guò)雙盲實(shí)驗(yàn)和同行評(píng)審研究。

A gynecologist and obstetrician in San Francisco named Jen Gunter, who also writes a column on reproductive health for The Times, has criticized Goop in about 30 blog posts on her website since 2015. A post she wrote last May — an open letter that she signed on behalf of “Science” — generated more than 800,000 page views.

舊金山的婦產(chǎn)科醫(yī)生珍·甘特(Jen Gunter)亦在時(shí)報(bào)撰寫(xiě)一個(gè)關(guān)于生殖健康的專(zhuān)欄，自2015年起，她在自己的網(wǎng)站上批評(píng)過(guò)Goop上的約30篇博文。她去年5月寫(xiě)的一篇帖子——是一封她以“科學(xué)”名義發(fā)表的公開(kāi)信——帶來(lái)了超過(guò)80萬(wàn)的瀏覽量。

As of June, there were 2.4 million unique visitors to the site per month, according to the numbers Goop provided me. The podcast, which is mostly hosted by Elise Loehnen and features interviews with wellness practitioners, receives 100,000 to 650,000 listens per week. Goop wanted to publish articles about autoimmune diseases and infrared saunas and thyroids, and now it can, on its own terms — sort of.

根據(jù)Goop提供給我的數(shù)據(jù)，截至6月份，該網(wǎng)站每月有240萬(wàn)名獨(dú)立訪(fǎng)問(wèn)者。它的播客主要由伊利斯·羅伊南(Elise Loehnen)主持，采訪(fǎng)健康衛(wèi)生領(lǐng)域的從業(yè)者，每周有10萬(wàn)至65萬(wàn)名聽(tīng)眾。Goop希望發(fā)表關(guān)于自身免疫性疾病、紅外線(xiàn)桑拿和甲狀腺的文章，現(xiàn)在，在某種程度上，它可以按照自己的方式行事了。

After a few too many cultural firestorms, and with investors to think about, G.P. made some changes. Goop has hired a lawyer to vet all claims on the site. It hired an editor away from Condé Nast to run the Goop magazine. It hired a man with a Ph.D. in nutritional science, and a director of science and research who is a former Stanford professor. And in September, Goop, sigh, is hiring a full-time fact-checker. G.P. chose to see it as “necessary growing pain.”

經(jīng)過(guò)太多次的文化風(fēng)暴，并且考慮到投資者的想法，GP做了一些改變。Goop聘請(qǐng)了一名律師審查網(wǎng)站上的所有觀點(diǎn)。它從康泰納仕挖來(lái)了一名編輯，管理《Goop》雜志。它還聘請(qǐng)了一位擁有營(yíng)養(yǎng)科學(xué)博士學(xué)位的人，以及一位曾在斯坦福大學(xué)擔(dān)任教授的科學(xué)與研究總監(jiān)。到了9月，唉，Goop正在招聘一名全職事實(shí)核查員。GP選擇將這些視為“成長(zhǎng)中必不可少的煩惱”。

But something strange happened. Each of these pronouncements set off a series of blog posts and articles and tweets that linked directly to the site, driving up traffic. At Harvard, G.P. called these moments “cultural firestorms.” “I can monetize those eyeballs,” she told the students. Goop had learned to do a special kind of dark art: to corral the vitriol of the internet and the ever-present shall we call it cultural ambivalence about G.P. herself and turn them into cash.

但是，奇怪的事情發(fā)生了。所有這些決定的聲明都引發(fā)了一系列博客帖子和文章，以及直接鏈接到該網(wǎng)站的推文，從而推動(dòng)了流量。在哈佛，GP將這些時(shí)刻稱(chēng)為“文化風(fēng)暴”。“我可以把這些眼球化為金錢(qián)，”她告訴學(xué)生們。Goop學(xué)會(huì)了一種特殊的黑魔法：把互聯(lián)網(wǎng)上的辛辣批評(píng)，以及圍繞著GP本人一直存在著的、我們應(yīng)當(dāng)稱(chēng)之為文化矛盾心態(tài)的東西聚攏起來(lái)，并把它們變?yōu)楝F(xiàn)金。

You couldn't win with everyone. Or maybe it’s just that G.P. disrupted the contract between the celebrity and the civilian who is observing her. In a typical women’s magazine profile, the implicit pact is that the celebrity will not make the woman feel bad by implying that the woman could have what the celebrity has if only she would work: “It’s all in my genes, what can I say!” the celebrity proclaims. But G.P. was different. She would talk openly about the food habits and exercise obsessions that allowed her to look the way she did. People think they want celebrities to speak honestly, but we’re not really that happy when they do.

你無(wú)法贏得所有人。或者GP只是破壞了名人和觀察她的普通人之間默認(rèn)的約定。在一篇典型的雜志女性專(zhuān)題報(bào)道中，隱含的約定是這個(gè)名人不能去暗示，女人只要肯工作，就能得到這個(gè)名人所擁有的一切，從而讓女人感覺(jué)很糟糕：“這一切都在我的基因里，我還能說(shuō)什么!”名人們總是這樣宣稱(chēng)。但GP是不同的。她會(huì)公開(kāi)聲稱(chēng)，是飲食習(xí)慣、以及她對(duì)鍛煉的執(zhí)著，才讓她看起來(lái)是現(xiàn)在這個(gè)樣子。人們認(rèn)為他們希望名人說(shuō)話(huà)誠(chéng)實(shí)，但是當(dāng)名人真正誠(chéng)實(shí)的時(shí)候，我們卻并不那么開(kāi)心。

She didn’t know why people felt the way they did. She said the decision to stop acting and pursue Goop was not difficult, but it had nothing to do with her reputation. “I really liked acting,” she told me. “But at a certain point, it started to feel frustrating in a way not to have true agency, like to be beholden to other people to give you a job, or to create something, to put something into the world.”

她不知道人們?yōu)槭裁磿?huì)有這樣的感覺(jué)。她說(shuō)她做出停止表演并發(fā)展Goop這個(gè)決定并不困難，但這與她的名聲無(wú)關(guān)。“我真的很喜歡表演，”她告訴我。“但到了一定時(shí)候，那種沒(méi)有真正的中介的方式會(huì)讓人非常困擾，就比如要欠某人的人情，因?yàn)閷?duì)方給了你一份工作，或者要?jiǎng)?chuàng)造某種東西，給世界帶來(lái)某種東西。”

What can she say? It’s hard to talk about herself like this. How can she really understand who she is in the culture anyway? She’s the only one who can’t see herself clearly. All she knows is what she hears, and she once heard that she eats in front of the mirror naked.

她能說(shuō)什么?像這樣談?wù)撍约汉茈y。她怎么能真正理解她在文化中到底是什么?她是唯一一個(gè)無(wú)法看清她自己的人。她所知道的一切都是她聽(tīng)來(lái)的，有一次，她聽(tīng)人說(shuō)她會(huì)裸體對(duì)著鏡子吃東西。

She doesn’t understand it. She doesn’t think she’s perfect. She is the way she is because of hard work. How could people hate her for that? It’s just hard work. It’s just intention. The content is free, and it’s all right there. Go to her website. Do some meditation. Just eat more produce. Take some time for yourself. Hydrate.

她不能理解。她認(rèn)為自己并不完美。她之所以成為這樣，是因?yàn)樗ぷ鳌Ｈ藗冊(cè)趺磿?huì)恨她呢?只是努力工作而已。這只是好心。內(nèi)容是免費(fèi)的，就擺在那。去她的網(wǎng)站。做一些冥想。吃更多農(nóng)產(chǎn)品?；ㄒ恍r(shí)間在自己身上。補(bǔ)水。

We’re so hard on one another, G.P. said. We’re so hard on ourselves, too. “That’s all we do as women,” she said. “We just kick the [expletive] out of ourselves. It’s like that inner critic is so vicious, and it’s like: Why do we do that? It’s so nuts.” She continued: “People say that there’s no link between emotions and consciousness and physical illness. And yet look at the plethora of autoimmune diseases around you. One man to 10 women have autoimmune. We literally have turned on ourselves.”

我們對(duì)彼此太苛刻了，GP說(shuō)。我們對(duì)自己也太苛刻。“這就是我們身為女性所做的一切，”她說(shuō)。“我們只是[此處略去臟字]爆發(fā)。內(nèi)心的批評(píng)是如此惡毒，感覺(jué)是：我們?yōu)槭裁匆@樣做?太瘋狂了。”她繼續(xù)說(shuō)。“人們說(shuō)情緒與意識(shí)同身體上的疾病之間沒(méi)有聯(lián)系。然而，看看你身邊那么多的自身免疫性疾病。男人和女人患上自身免疫性疾病的比例是一比十。我們真的是在自己打擊自己。”