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Gwyneth Paltrow just couldn’t resist wearing a naked dress at the Oscars

And yet, you would have to be blind to behold her face and not ask yourself, are those lifted contours and uncanny smoothness all the results of using Goop’s Youth Boost Moisturiser (yours for £94)?

To be fair, she has admitted to having Botox – “in the past”. She also confesses to the odd ciggie, sunbathing, drinking, cooking and even eating pasta – all indulgences which the most fervent disciples of Goop, her wellness empire, long ago excommunicated from their lives. For this honesty and self-contradiction, she is, I think, to be commended. It’s called being human.

And who’s to say we wouldn’t all buckle and become completely weird faced with such pressure? The fact is, if Paltrow’s body didn’t look the way it very clearly does, Goop, already on shaky ground (spectacularly, given all the publicity it has garnered in its 18-year history, it has very rarely turned a profit) would probably be over and out.

She’s been on a mission this awards season to semaphore that she’s very much engaging with public life. At the Actors Awards, she punched in with a Givenchy gown with a canyon-low V-neckline. In February, she wore a pale pink Prada mini skirt and organza top. For the Los Angeles Times in December, she was photographed in an abs-baring satin skirt and crop top.

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