(CNN) — Gwyneth Paltrow was involved in a diaper launch this week that some people thought was, pardon the intended pun, bullshit.
On Wednesday, a post on the verified Instagram account of the company she founded, Goop, featured “The Diapér.”
“Our new disposable diaper lined with virgin alpaca wool and studded with amber gemstones, known for their ancient emotional cleansing properties,” the caption read. “Infused with a scent of jasmine and bergamot for a revitalized baby.”
The launch was not well received, with one person commenting, “Meanwhile, hundreds of thousands of parents in the US can’t even afford basic diapers.” Others simply doubted that it could be true because it was too exaggerated.
Paltrow soon came clean in a video posted to the account Thursday, explaining that the diapers were a publicity stunt to draw attention to an important issue for many families.
“Goop launched a luxury disposable diaper at $120 for a 12-pack and there was a lot of outrage. Good,” Paltrow said. “It was designed to make us angry. Because if treating diapers as a luxury makes you angry, taxing them as a luxury should too.”
The caption urged people to donate to the Baby2Baby organization “to help provide diapers, formula, and other essentials to families in need.”
“Despite the absolute necessity of diapers, in 33 states, they are not treated as an essential item. They are taxed as a luxury item. (We price our dummy diapers at $120, because that’s the that the diaper tax could cost families annually),” the caption read. “Right now, many families in need are also struggling as a result of formula shortages across the country.”
Those who believed it was real can be forgiven for believing it given that Goop has had some very offbeat products, like a “This Smells Like My Pussy” candle and a nearly $2,000 Ouija board.