In a clever PR stunt, Gwyneth Paltrow’s Goop is using its platform to shine a spotlight on the US’ diaper tax.
Earlier this week, the brand announced the launch of its Diapér product, lined with virgin alpaca wool and fastened with amber gemstones, which Goop said would cost US$120 for a pack of 12.
Customers were quick to rant at the brand for its “ridiculous” launch, to quote one Instagram user; however, they were unaware that this was its desired impact.
“The diaper is a fake product, designed to shine light on a real problem,” said Paltrow in the brand’s following Instagram post (below).
“It was designed to piss us off,” she added.
“Because if treating diapers like a luxury makes you mad, so should taxing them like a luxury.”
According to the country’s National Diaper Bank Network, 35 states in the US charge sales tax on diapers.
These range from 1.5% in Virginia to 7% in Indiana, Mississippi and Tennessee.
“Despite the absolute necessity of diapers [...], they aren’t treated like an essential item, they are taxed like a luxury good,” said Paltrow.
“This leaves 1-in-3 families struggling to afford them.”
“While illuminating the diaper tax isn’t a complete solution, it could allow many families to pay for another month’s supply.”
The Academy-award winning actress and beauty entrepreneur also encouraged consumers to donate to the charity Baby2Baby, which is helping provide essential items, including diapers and formula, to families across the US.
A full 180º turn has ensued on social media, with consumers hailing the idea as “brilliant” and “smart”.