What do Heidi Klum, Lauren Conrad, and Gwyneth Paltrow have in common? They’re all using their celebrity to launch online lifestyle brands.
Gwyneth paved the way with her weekly newsletter, Goop, which has been around for almost three years; this April, with her hairstylist and makeup artist, Conrad launched a beauty site named The Beauty Department; and just a few weeks ago Klum debuted Heidi Klum on AOL, a lifestyle site featuring a bevy of experts (including Heidi’s own beauty team, stylist, trainer and more).
Heidi Klum in a beauty tutorial from her new site
According to a press release, Klum decided to launch the site to share the expertise she’s gathered from her time in the spotlight. “During my 15 years in the business, I’ve received so many questions on a variety of topics from my favorite toothbrush to juggling family and a busy work schedule. I’m bringing in the experts that have helped me over the years to help inspire you!” she said.
This makes sense: Like fashion or beauty editors, celebrities are gifted with countless free products and have access to the best and most luxurious treatments and remedies. But unlike most editors, celebrities also have millions of dollars at their disposal, and in some cases this makes them seem out-of-touch with the rest of the world. Witness the reaction when Gwyneth detailed her summer shopping wish list, which totaled $18,000. Celebrities — they’re not just like us.
Whether or not you’re a Heidi fan, it’s interesting in an Us Magazine sort of way to find out which under-eye concealer the star swears by to hide her dark circles, and the lip balm she applies before bed. The model, actress, and television personality posts an outfit photo daily (many taken sans makeup, with her hair tossed up in a ponytail) and writes features like her favorite sites to shop on for her kids.
Still, once you get past the celebrity voyeurism, Heidi Klum on AOL is just another lifestyle site for women. Is its content really more appealing than the stuff already being published on women’s portals like Yahoo! Shine and Glamour? Against the odds, Goop has endured, but we’re not so sure about the lifespan of this one.