"Hollywood this week has been gripped by a discreet yet intense gifting frenzy, as rooms in luxury hotels and spas are requisitioned as gifting suites for the A-listers upon whom hugely expensive items will be pressed in the hope that these starfluencers will mention them on their Instagram feed."
"It's just under $350,000-worth for all of the bag for each person, says Fary, pointing to items of luxury luggage which, as well as being part of the swag, are used to deliver the items. One is tagged Michael B Jordan, another Kate Hudson. Each of his Everybody Wins gift bags is delivered directly to the lucky talent."
"They have to do nothing, says Fary. They just enjoy the spoils. Rose Byrne wanted hers shipped back to New York, so it'll be waiting for her when she gets home to Brooklyn."
Twenty years after the Academy of Motion Picture Arts and Sciences discontinued their official Oscar goodie bags due to IRS taxation concerns, a thriving gifting industry has emerged in Hollywood. Gifting companies, led by prominent figures like Lash Fary of Distinctive Assets, now create elaborate gift suites in luxury hotels during major awards ceremonies. These curated collections feature high-end items ranging from luxury luggage and cannabis products to vacation packages worth tens of thousands of dollars. Each personalized gift bag can exceed $350,000 in value and is delivered directly to celebrities, who are targeted as influencers expected to promote these items on social media platforms like Instagram.
#oscar-gifting-industry #celebrity-endorsements #luxury-goods-marketing #social-media-influence #awards-season
Read at www.theguardian.com
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