The outrageous price was enough to create a social media storm which, it turns out, was Goop’s intention all along. After unveiling The Diapér, the brand shared a video with Paltrow revealing that the product launch was merely a stunt. The message behind it, though, was much more serious.
“If treating diapers like a luxury makes you mad, so should taxing them like a luxury,” says the millionaire entrepreneur. “Despite the absolute necessity of diapers, in 33 [US] 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.”
Goop’s marketing stunt effectively draws attention to the diaper tax in the US—as well as how its customers can do their part to change things.
In the video, which as of writing has racked up almost a million views, Paltrow invites people to donate to Baby2Baby, a US non-profit organisation that supplies diapers, clothes and other basic essentials to children in need around the country. Goop’s partnership with the organisation also encourages people to petition to their respective governors to change the diaper tax across the various states in America.
It is these contributions that will bring babies across the US all the comfort and care they need—more than any amber gemstones can provide. Good on Goop.