“You’ve been Gooped” is a new phrase we need to make happen, as Gwyneth Paltrow’s popular, trendy, and often outlandish wellness brand, Goop, takes center stage every few months. Wednesday it happened again, with diapers, especially.
Before we dive into diapers, let’s just quickly highlight some of the ridiculous Goop products we’ve seen in the past, shall we? Some include: a coffee enema for $135, a saucepan for $755 (don’t worry – it comes with a lifetime manufacturer’s warranty!), a toothpaste squeezer for $244, a $45 silk toothbrush, and how can we use the Rose Quartz Yoni— egg forgot (I’m too embarrassed to write about it, so google it) and… a vagina scented candle. I wish I made this up. So when the company took to Instagram to announce a new luxury diaper they planned to sell (appropriately priced at $120 for a pack of 12) called “The Diapér,” people either didn’t bat an eyelid or lost their eyes. really their sh*t. All the pun intended.
The message reads in part: “Introducing the diaper. Our new disposable diaper, lined with pure alpaca wool and fastened with amber gemstones, known for their ancient emotional cleansing properties. Infused with a scent of jasmine and bergamot for a revitalized baby.
I just have so many questions, but we’ll save those for another time. Now back to the luxury diaper outrage. The post was inundated with comments, mostly from people pointing out the bad timing of “snake designer diapers” in the midst of a baby food shortage. While another user wrote, “Do they make them in colors other than this cream so they match the skin tone better?” Honestly, this seems like a better question for our girl Kim K at SKIMS, but I digress.
Ok, all jokes aside, there was actually a great message behind the PR stunt. Six hours after the first post, Goop followed up with another post with a 45-second clip starring the CEO himself. The second message reads: “If treating diapers as a luxury drives you crazy, so should taxing them as a luxury. Despite the absolute necessity of diapers, in 33 states they are not treated as an essential item. taxed as luxury.” The post went on to explain that they priced the diapers at $120 because that’s how much families pay in diaper taxes each year.The post ended by drawing attention to the shortage of formulas and urging people to donate to babytobaby.com to help provide formula, diapers, and other baby supplies to families in need.
Even after it was made clear that “The Diapér” was a dupe, people were still angry, writing that it was too “on the nose” and “tone deaf”. Real. You know what? Some people just can’t be helped and that’s not our problem.
The main takeaway here is that the post was successful in getting our attention, and now we’re all on board to change #changethediapertax and donate to baby-to-baby so… period, Gwyneth!
Is it also weird that just before the follow-up I would accept the “The Diapér” as a real thing? Never, NEVER put anything past Goop!