From jade eggs to proactively named candles, Gwyneth Paltrow’s Goop knows how to get people talking about its alternative wellness products—including a $120 "luxury diaper." This product boasts a bergamot scent, virgin alpaca wool lining and amber gemstones but this time, the product is being used to highlight the diaper tax that impacts low-income families.
The price of the luxury diaper (which officially goes by the name The Diapér) was chosen to represent the figure that diaper tax could cost families each year. Diapers are not listed as essential items across 33 states and they are taxed at the same rate as other luxury goods. To bring awareness to this issue, Goop is working with the nonprofit organization Baby2Baby to help bring basic necessities, including diapers, to low-income families and parents in need.
Awareness-Raising Luxury Diapers
The Diapér by Goop Brings Attention to the Diaper Tax
Trend Themes
1. Luxury Diapers - Creating luxury products that serve specific causes or messages can raise awareness and funds for charities or nonprofits.
2. The Diaper Tax - Highlighting taxes on essential items like diapers can lead to a call for change in government policies and regulations.
3. Alternative Wellness Products - Innovative products that bridge the gap between luxury and health can attract a new group of consumers that prioritize wellbeing.
Industry Implications
1. Nonprofit - Nonprofit organizations and charities can benefit from collaborations with luxury brands and products to raise awareness and funds for their causes.
2. Consumer Goods - Creative marketing and partnerships with social causes can position consumer goods as responsible and ethical options for consumers.
3. Health and Wellness - Innovative and unique health and wellness products can tap into a consumer market that values self-care and unique experiences.