On Wednesday, Paltrow's wellness brand Goop debuted a "luxury diaper" made from "virgin alpaca wool" and "amber gemstones" that was "infused with a scent of jasmine and bergamot for a revitalized baby,” and would cost $120 per pack of 12.
Following the "announcement" Paltrow released a video revealing that "The Diapér" was a stunt meant to shed light on the current issues of diapers being considered a "luxury good" across the United States.
In some states like Oklahoma, an 11 per cent tax is being placed on diapers, leaving "1 in 3 moms struggling to afford" an essential item they need to care for their children.
"Goop launched a luxury disposable diaper at $120 dollars for a pack of 12 and there was a lot of outrage — good," Paltrow said. "It was designed to piss us off, because if treating diapers like a luxury makes you mad, so should taxing them like a luxury."
"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," the Oscar-winner continued. "While eliminating the diaper tax is not a complete solution, it could allow many families to pay for another month's supply."
The announcement initially evoked a variety of responses from fans excited to purchase the product to others wondering if it was a joke.
"I need this for my children!" one person wrote. "I know it seems a little extra but I kind of love it."
"I will give all my money to Gwyneth Paltrow, hands-down," added another fan.
"Is this April Fool's Day?" commented another. "This can't be real."
"Are you kidding me? I'm actually outraged," said a follower. "This is perhaps the most scream-inducing thing I've ever seen."
Once the true intentions of the post were revealed, the actress encouraged people to donate to the nonprofit organization Baby2Baby, which is trying to abolish the diaper tax.
Fans were quick to weigh in on the video, praising the brand for using their platform to draw attention to important issues.
"Wow, way to use your voice and platform for good. Thank you so much!" said a happy fan.
"Thank goodness this isn't real! You really got people's attention and made them think about an important issue," another person wrote.
"Very well played, and such a great initiative that we can all benefit from at some point," said another. "Thank you for taking this stance and for driving change."