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Gwyneth Paltrow satirized her own company's penchant for promoting slightly absurd luxury goods in order to make a serious statement about the taxing of essential items.
On Wednesday, Goop posted a very fancy-looking, branded diaper to its Instagram account. The joke product, called “The Diapér,” is a bougie disposable nappy that the brand said it would be launching on Friday and that would retail at $120 for a pack of twelve. The post was captioned, “Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties.” It also touted that the human waste receptacle would be “infused with a scent of jasmine and bergamot for a revitalized baby.”
Most fans quickly realized that the ad must be a joke as the product seemed a little too outlandish even by Goop's standards. But given that this it the same company that once sold products such as “NASA spacesuit stickers,” “psychic vampire repellent spray,” and yoni eggs that earned them a $145,000 government fine, others weren't quite so sure. But ultimately, the diaper did turn out to be a fake as the PR company behind the Diapér revealed in a press release to Vice's Motherboard that it was a stunt orchestrated between Goop and Baby2Baby, a nonprofit that collects diapers and other essential items to distribute to families in need nationwide.
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The statement read, “Tomorrow, Goop CEO Gwyneth Paltrow will reveal on Instagram that ‘The Diapér’ is designed to expose the ridiculousness of taxing diapers like a luxury product.” Following the shock on social media, Paltrow released her own video on Instagram on Wednesday evening, explaining, “Goop launched a luxury disposable diaper at $120 for a pack of 12 and there was a lot of outrage. Good. It was designed to piss us off. Because if treating diapers like a luxury makes you mad, so should taxing them like a luxury.”
The actress continued, “Despite the absolute necessity of diapers, in 33 states they aren’t treated like an essential item. They're taxed like a luxury good. This leaves one in three families struggling to afford them. While eliminating the diaper tax is not a complete solution, it could allow many families to pay for another month's supply.” In the caption, she also noted that the price of the fictional diapers was chosen as that's “what the diaper tax could cost families annually,” pointing out that there are also many struggling right now due to the nationwide baby formula shortage. She urged viewers to donate to Baby2Baby to aid in all of the good work they do, especially in abolishing this tax, using the hashtag #ChangeTheDiaperTax.
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