Goop x Cartier Spring 2023 Ad Campaign Review

Review of Goop x Cartier Spring 2023 Ad Campaign by Photographer Su Mustecaplioglu with model Julia van Os

Goop and Cartier join forces for a uniquely formatted collaborative campaign shot by photographer Su Mustecaplioglu.

If you’re wondering about the nature of this collaboration, you’re not alone; it’s not exactly clear at first glance which collaborator did what or what they have in common with each other, other than a similar target demographic. But Goop has grown past the sex-positive beauty product range it initially was and expanded into a retail platform and lifestyle content platform all its own, complete with a fashion line and editorial team.

This campaign forms a sort of fashion advertorial created by the Goop team in celebration of Cartier’s relaunch of its Tank Française watch. To capture the spirit of the piece, the team headed to architect Richard Neutra’s VDL House and Studio, a modernist masterpiece in Los Angeles the elegant geometry of which perfectly amplifies the essence of the watch. Mustecaplioglu captures model Julia van Os in moments of reflection and repose as the afternoon sun bathes her in golden light, while styling work from Annina Mislin also goes a long way to further push the feeling of timeless sophistication.

While the campaign imagery itself is strong but doesn’t offer much in the way of conceptual interest or new ideas, it is interesting to see the unique co-branded format of the campaign and the way in which it is platform-specific. It’s not a traditional collaboration in that Goop is not present in the design of the product itself, but instead takes the leading role in how – and to whom – it is communicated and conveyed, playing to its own strengths and aesthetic preferences to serve an established consumer base that it already knows. Rolled out on Goop’s own website, the purchase of the product is just a click away from the campaign.

Cartier and Goop have thus laid an intriguing blueprint for a symbiotic relationship between brand, media, and retail platform. It will be interesting to see if this approach gains further traction moving forward; the biggest challenges seem to be finding the right collaborators that have a similar consumer demographic and creating content that can draw them in and make them feel fine with being advertised to – and this campaign seems like a strong start.