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Gwyneth Paltrow to open first GOOP pop-up shop in New York City

The movie star is expanding her reach in the perfume industry.

Gwyneth Paltrow is promoting her new Goop fragrance by opening a psychic-themed pop-up shop.

The Academy Award-winning actress is celebrating her alternative lifestyle company's latest foray into the world of cosmetics by hosting a one-day only Shiso Psychic event at 252 Mott Street in New York City on 29 April (17).

The pop-up will be Goop's first venture devoted exclusively to the beauty industry, and executives of the online lifestyle brand plan to spotlight the company's latest fragrance, Shiso Edition 02, at the metaphysical affair.

Erin Cotter, head of the Goop beauty department, tells Women's Wear Daily a clairvoyant will be providing attendees with readings at the event in a bid to capture the essence of the second Shiso perfume, a scent she describes as "mystical" and "homeopathic".

“The fact that it’s the last frontier in terms of beauty categories to be sold online brings a unique challenge," Cotter explains of the unique marketing strategy for Edition 02. "That’s where having a very strong point of view, as well as fantastic storytelling, is really critical."

Erin reveals Gwyneth and her Goop colleagues are planning to build a large perfume collection, adding one new fragrance every season.

Meanwhile, the second scent of the Shiso line is comprised of shiso leaf, patchouli, oakmoss and palo santo, and each eau de parfum bottle can be purchased online for $165 (£128), with scented candles priced at $72 (£56). Edition 01, comprised of red cedar, vanilla, clove, and Tuscan cypress among other ingredients, became available during the winter of 2016 and the product is still selling on Goop's website for $165.

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