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Actress Gwyneth Paltrow’s painfully highfalutin Goop lifestyle brand is advertising a $10 “disposable diaper lined with virgin alpaca wool” that the company’s Instagram feed claimed would go on sale Thursday morning, but it turned out to be a stunt.
“Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties,” reads the Wednesday post. “Infused with a scent of jasmine and bergamot for a revitalized baby. Dropping tomorrow at 11a.m. EST at $120 for a pack of 12.”
Speculation immediately ran amok at outlets including beauty site Glamour, which declared, “This is clearly a joke.” That site speculated it’s a possible publicity stunt in order to draw attention to a larger announcement, perhaps dealing with the serious debate of abortion rights.
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Vice said Wednesday that it had confirmed “The Diapér” is indeed a PR stunt meant to draw attention to Goop’s partnership with nonprofit group Baby2Baby, which provides help to parents in need throughout the U.S.
According to Vice, which called the promotional gimmick “poorly timed,” Goop execs said they were also attempting to mock rising prices on items like diapers.
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Many critics also noted that since Goop has pushed such absurd products as a $75 candle called “This Smells Like My Vagina,” it’s hard to know when the luxury brand is being silly or completely lacking self-awareness.
Goop was founded in 2008 by the Academy Award-winning actress. The brand is headquartered in Santa Monica, Cali.
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