A Gifting Experience at the Oscar® Gift Lounges
Mar 1
Anticipation of the 79th Academy Awards is not only to see who is awarded the coveted Oscar, but the parties and the gifting lounges. IRS paperwork and a mandatory taxation of goodie bags in excess of $600, has changed Oscar goodie bags and encouraged gifting suites, where stars can select their own goodies.
The first stop was to visit the House of Taylor to view the introduction of Dame Elizabeth Taylor’s ‘Red Carpet Collection’ in anticipation of the 79th Annual Academy Awards, showcased at a penthouse at the Regent Beverly Wilshire Hotel in a gifting suite by Silver Spoon Entertainment.
The House of Taylor “Red Carpet Collection” is extraordinary with impeccable quality and exquisite beauty that one would expect only of a true master with an appreciation of gems and art benefiting royalty. She personally designs the jewelry with the finished Mask Suite of rubies, sapphires and diamonds reminiscent of the Mardi Gras, arriving just the day before for the red carpet showing.
Hayden Panettiere (Heroes) was adorned by various suites of jewelry, a very pregnant Tori Spelling lounged with husband Dean McDermott enjoying a House of Taylor bracelet upon her stomach, Kathy Hilton, Paris Hilton’s mom, perused.
Media exclusives were timed with celebrity arrivals in an entertaining environment from a penthouse view. It was the most controlled of all the gifting suites with their approved list. Stars had an array of luxury specialty items to enjoy including Magaschoni cashmeres, Deener designer denims, MB York cosmetics, Unite Eurotherapy, Kumikookoon silks, Ahava salt scrubs, Primp’s thermals with bling, and Heineken cooler backpacks complete with a mini keg. Stars favored Deener denim cigarette pants, denim dresses and high waisted pants.
Next was the Sonya Dakar Adwil Pre Oscar’s Gifting Lounge at the Sonya Dakar Skin Clinic in Beverly Hills to see ABS by Allen Schwartz. Just following the Golden Globes, I recalled Entertainment Tonight showing ABS by Allen Schwartz interpretations of gowns seen on the red carpet in amazing 3 hours after the Golden Globes. Entertainment Tonight once again has the exclusive after the Academy Awards. How do they do it? They have a warehouse of materials and a talented design staff.
Nick Verreos (Project Runway) came to sing their praises as did a finalist in the Miss New York contest who was such a fan of their gowns and dresses that she volunteered to help ABS. Popular selections at ABS were the accordion dress and new generation baby doll dresses and mod dresses.
The Sonya Dakar Skin Clinic designed by Sonya herself was a serene environment where you could Exhale and discover yoga and pilates, O2H clear plastic travel totes to meet new flying standards, Lush luxurious bath and skin products to make you feel like a Lush, Numi’s Flowering Teas of handsewn tea leaves with blossoming flowers in the Marie Antoinette film nominated for an Oscar, Flux Nouveau’s stylish flowing clothes, and Girl Extra Ordinaire t-shirts and clothes for dogs, or have your hair styled.
Kato Kaelin was such a sport, he even allowed a video while he was having a Vibraderm treatment. Vibraderrm is a treatment which exfoliates while stimulating collagen growth. Brittany Murphy, James Lee (Heroes), Rex Lee (Entourage) and Cylk Cozart made appearances as did his industry friend Alex Rodriguez.
Other luxury services available at The Beauty Café Series Oscars retreat, held at a private residence in Hancock Park and A Three Boys Productions, were applications of makeup, false eyelashes, manicures, and massages. Sassy clothing designer Miguel Torres, Brazilian Explosian exotic shoes, Castaways Design’s wood, leather and horn creations
The Ultimate Green Room, benefiting Extra Cans for the Needy and hosted by Green Clean, is an all eco living lounge at RC Green, Robert Craymer’s sustainable interior design and furniture showroom makes being green easy. If you want to be green, whether it’s your house or your body, Robert Craymer will advise you of various products that will make a difference in your life, all carefully selected. Some of differences showcased included organic linens by Green Nest, Pharm East’s Sleep Away the Pounds, and Green Building Product – American Clay, PureOlogy’s all vegan and organic hair care.
After entering, Vincent was asked to give his green comments on camera. Kate Vernon (Battlestar Gallactica) perused the greenery while Mystery Mike entertained and brought attention the organization he founded, Extra Cans for the Needy, to encourage recycling and donating recyclables to the homeless leading up to The Million CAN March for Earth Day, Sunday, April 22nd.
The locations for the various gift suites are communicated through agents, public relations firms, and sometimes press releases. Knowledge of the good gift suites, pass through the celebrity grapevine and become busier as days progress.
Companies participating in the various gift suites, hope that products given will be seen, perhaps photographed and profiled in fashion and entertainment publications, and thus skyrocket their sales. The companies wouldn’t tell you exactly who selected what, but would tell you what was popular in their lines and had received attention. The products and services offered skew female, but males enjoyed it too. Stars participate, not only for the gifts but for the publicity. Isn’t that why the companies participate too? At day’s end, the publicity, that’s what it’s all about. What a gifting experience!
(C) MBN 2007 Joyce Chow
