Is Kourtney Kardashian’s “Poosh” her version of Goop?March 5, 2019
Look out, Gwyneth Paltrow: Kourtney Kardashian may be coming for your “contextual commerce” crown.
The reality star, 39, teased the launch of her new brand Poosh on Instagram Monday, sharing a photo of herself lounging nude in her bathroom, a laptop in one hand and a teacup in the other. She tagged Poosh’s Instagram account (which already boasts over two million followers) and promised the company would be “coming soon,” but offered no other details; currently, Poosh.com features nothing other than a mailing list signup.
Many speculated that the eldest Kardashian was finally following in the footsteps of her younger siblings by launching her own beauty brand. In addition to promoting Poosh with an image of herself surrounded by beauty products, the star is famously passionate about clean beauty; last year, she even visited Capitol Hill and met with Congress to lobby for cosmetics reform.
But while it’s entirely possible that Kardashian is simply launching a sister makeup brand to match Kim’s KKW Beauty and Kylie Jenner’s Kylie Cosmetics, two trademarks listed for “Poosh” on the United States Patent and Trademark Office’s website, both of which were filed in January 2019, suggest the mom of three might have more up her sleeve.
According to the site, Poosh will “[provide] a website featuring non-downloadable publications in the nature of articles and blog posts in the fields of entertainment, exercise, fitness, health, wellness, fashion, interior decoration, nutrition, travel, parenting and leisure.” The brand will also “[promote] the goods and services of others; online retail store services featuring a wide variety of consumer goods and services of others; endorsement services, namely, promoting the goods and services of others; advertising and marketing services provided by means of indirect methods of marketing communications, namely, social media, internet marketing, blogging and other forms of passive, sharable or viral communications channels.”
Paltrow’s Goop similarly features both style- and wellness-centric lifestyle content as well as a variety of related goods for sale. Originally launched as an email newsletter in 2008, the Oscar winner’s company has grown exponentially in the decade since, launching in-house fashion and beauty brands, a wellness summit, a podcast and more.
And while “Poosh” may be the nickname Kardashian gave to her daughter Penelope Disick, it’s similar to Goop in another way. “I was told that all big internet companies had two O’s in their title,” Paltrow explained during a 2016 appearance on BBC’s HARDtalk.
Source: Read Full Article