It’s not enough for darling Gwynnie to document her Spanish food road trip with chef Mario Batali (truly one of the world’s more unexpected pairings).  The former better half of both Ben Affleck and Brad Pitt, Gwyneth Paltrow is pursuing personal branding in an unexpected…and quite weird fashion.

Enter GOOP, Gwyneth’s sporadic lifestyle newsletter.  In GOOP, Gwyneth does everything from interview her friends (Deepak Chopra appears frequently) to sigh over her favorite five-star hotels and restaurants to instruct her presumedly worshiping fans on a low-cal detox diet to get over the holiday slump.

In the process, oddly, she has been associating herself more and more with a ridiculously upscale yet surprisingly near-to-down-to-earth lifestyle that is at once vague (she prefers to eat macrobiotic yet loves to indulge in oily paellas and sushi; her religious views seem to waver between pop psychology and Kabbalah luv) and extremely specific (you can find the girl in Hermes, Barneys, and Chanel, everyone).

I still can’t figure out what brand she is trying to personalize, or what her ultimate goal is (tomorrow’s Martha Stewart, perhaps?), but I am finding her progression through some very aggressive personal branding to be amusing at the very least.

More on GOOP:

Back In Skinny Jeans’ awesome sendup, BOOP

Goop or Poop?  RealityRant

Jezebel on GOOP

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