Battle of the celeb blogs gets serious

Published Oct 21, 2014

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Washington - There’s a war brewing over who gets to tell us how we should eat, drink, dress, shop and decoupage balloons with festive bat-themed cutouts (just in time for Halloween!).

Martha Stewart is not pleased that actresses are flocking to her lifestyle guru trade. Asked about Gwyneth Paltrow’s how-to-live newsletter Goop, she sniped that if Paltrow “were confident in her acting she wouldn’t be trying to be Martha Stewart.” Paltrow responded: “I’m so psyched that she sees us as competition.”

Yeah, hear that, Martha? Paltrow’s not the only one: Alicia Silverstone, Elizabeth Banks, Tori Spelling and Blake Lively are all offering rival lifestyle blogs. Reese Witherspoon plans to get in on the game next year with her Draper James brand. Why? Acting pay cheques are never a sure bet, especially as women get older; and lucrative or not, the sites give stars a way to control their images and keep them on the public radar. But are the stars benefiting from the sites? And are we? Let’s explore.

 

Celebrity lifestyle hub: Goop

Who’s responsible: Gwyneth Paltrow.

Target demographic: Gluten-free yoga moms with enough disposable income to buy $550 s(about R5 500) weaters and local-and-organic groceries.

Sample posts: Paltrow’s New Year’s detox diet remains one of the site’s most popular, six years after she posted it. More recently, a Q&A about chakras, etc., with an “exceptionally gifted LA-based intuitive” Jill Willard (please don’t call her a psychic).

How much navel-gazing is there?: Not that much. You get the sense it’s run by an editorial team that occasionally gets the star to send over some red-carpet pics.

How informative is it?: Well, that’s where she told the world she was consciously uncoupling from Chris Martin.

Is it blatantly commercial?: Yep. You can buy everything from a $450 kids coat to lingerie through the site.

But how does it make you feel?: Gluttonous and poor.

 

Celebrity lifestyle hub: The Kind Life

Who’s responsible: Alicia Silverstone.

Target demographic: Vegan yoga moms battling toxins on all fronts.

Sample posts: “Why Nylon Sucks” preaches an anti-synthetic gospel. “A Kinder Vitamin” chronicles the star’s pursuit of vitamins that are “vegan, whole food-based, GMO-free, and certified organic.”

How much navel-gazing is there?: This month Silverstone posted photos from her 2011 baby shower; she offers giveaways of clothes from her own closet. Most posts appear to be written by Silverstone, with anecdotes from her life.

How informative is it?: In a post called “4 toxins that are toxic for trying or expecting mamas,” we’re warned against meat, dairy, sugar and processed food. Um, what about mercury, tequila or undercooked eggs? You might want to go elsewhere for science-based facts.

Is it blatantly commercial?: Yes. The blog is an extension of Silverstone’s book and some of her guest posts are from vegan-eco clothing vendors. There are also sponsored posts from various green companies.

How is it going to make you feel?: Like a polluted polluter.

 

Celebrity lifestyle hub: Preserve

Who’s responsible: Blake Lively.

Target demographic: A moneyed millennial DIYer who’s psyched to make tinseled apples this weekend.

Sample posts: A quirky fable about how s’mores were invented, a primer on making a face mask from tomato, cilantro and yoghurt, a guide to constructing glittery votive candleholders – all heavier on photo than text.

How much navel-gazing is there?: Lively supposedly writes the editor’s letter; her presence isn’t acutely felt in most posts (with one noteworthy exception, see below), though Lively-esque models cavort in the hazy, dreamy photos that looked ripped from an Anthropologie catalogue.

How informative is it?: The site was practically crippled by the traffic after she revealed her new baby bump. Otherwise, basically not at all.

Is it blatantly commercial?: Is it ever. The pregnancy post looks like a staged baby shower featuring pregnant models fake laughing – and, like all other posts, features a “shop this story” button that lets you buy her maternity-wear or $225 votives or whatever happens to be featured.

How is it going to make you feel?: Like there’s not enough time in the day to try these projects, much less read this blog.

 

Celebrity lifestyle hub: EdiTORIal

Who’s responsible: Tori Spelling.

Target demographic: Tori fans. Whoever they are.

Sample posts: Pictures of Tori’s latest manicure. A photo blog of her son’s second birthday party, featuring a Suja juice bar.

How much navel-gazing is there?: Infinite. It’s more like a family scrapbook than anything – photos from their San Diego vacation, a wistful diary entry about dropping her son at his first day of pre-school.

How informative is it?: Not very. Even her tribute to supposed lifelong pal Joan Rivers was free of vignettes or specifics. There are some crafting “TuTORIals” though, such as how to paint succulent planters.

Is it blatantly commercial?: Moderately. Many plugs for Spelling’s show Mystery Girls, and a partnership with CupcakeMag hyping “must-have” products.

How is it going to make you feel?: Overly familiar with the Spelling family. – Washington Post

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