Gwyneth Paltrow’s Goop sex toy promotion uses old Oscar photo

Images of Gwyneth Paltrow winning an Oscar in an ill-fitting pink dress are famous. Now the actress is using the moment for a very different purpose.

Gwyneth Paltrow has announced that her lifestyle brand Goop has launched its first official sex toy.

And the actress and wellness guru announced the news with an incredibly cheeky Instagram post.

The 48-year-old actress shared a throwback photo from the 71st Academy Awards ceremony in 1999.

Gwyneth posted this hilarious edit on her Instagram. Picture: Instagram

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“Beat you to it … I know how to meme too, guys,” she captioned an edited photo, which showed her holding the $95 Double-Sided Wand Vibrator instead of the award.

Shortly after, American poet and activist Cleo Wade re-posted the photo in her Instagram Story calling the actress an “icon” for creating “her own vibrator”.

Mother-of-two Paltrow then re-shared that post and wrote, “Had to pass the time, you know?”

Fellow actress and good friend of Paltrow’s Drew Barrymore commented, “Oh my God, I love you.”

Australian comedian Celeste Barber summed it up in one word: “Brilliant.”

Fans commented too, with one joking, “who needs an Oscar when you have the ‘best vibrator’.”

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It was only last January that Paltrow made headlines for her very own vagina scented candle, titled “This Smells Like My Vagina”.

Not long after she released another candle named: “This Smells Like My Orgasm”.