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Strategy January 04, 2019

Golden Globes Swag Bags Are Swank Incarnate

By  Christopher Ruvo

Your average swag bags these ain’t.

Nominees for the 76th Annual Golden Globe Awards, set to air Sunday on NBC, were pampered Friday at a celebrity gift suite event in which they received a $9,500 gift bag. Secret Room Events, a celebrity product placement company, organized the event that included a tote bag brimming with 30 high-end freebies from suite sponsors -- all for Hollywood’s well-heeled and select media attendees.

While there was jewelry, tech items, and skin and hair care products, there were expensive experiential giveaways too, including a seven-night Hawaii vacation from American Luxury Tours and a two-night stay at the four-star Estancia La Jolla Hotel and Spa.

In-hands products included Bluetooth speakers from Nuvelon, portable solar-powered chargers from SunSoaker, and spa products from Copper + Crane.

The bag contained edibles, too, including all-natural protein bars from RXBAR and rose water from H2rOse.

If that weren’t enough, the bags featured organic, halal and vegan-friendly skincare products from Baroque & Rose, new parent care packages from Silver Stork and even adult toys from Lelo.

The Secret Room Events gift suite wasn’t the only happening with ties to the Golden Globes where celebrities could score swanky free premiums. Attendees of the InStyle Golden Globes After Party were in line for some choice merch, too.

Women attending the event were poised to receive a Furla Eden Tote that is, as InStyle put it, “stuffed to the brim with some of the newest and hottest beauty releases.” Products include Mad Hippie Cleansing Oil, Ole Henriksen’s C-Rush Brightening Gel Crème, Thank You Farmer Miracle Age Repair Emulsion, and items from L’Oréal Paris such as Lash Paradise Mascara.

Mad Hippie Cleansing Oil. Available here.

To be sure, men attending the InStyle After Party weren’t going home empty-handed. They were getting a Dagne Dover Large Dakota Backpack in dark moss or storm. Products included a Money Maze from A Great Life, grooming items like Hask’s Charcoal with Citrus Oil Purifying Shampoo, JJ Young by Caolion’s Pore Cool Cleanser, PiperWai’s Activated Charcoal Deodorant Stick and more, such as an umbrella from Totes Isotoner, socks from Sock It To Me, and the Conair MiniPro Tourmaline Ceramic Styler 263SR.

Dagne Dover Dakota Backpack in “storm” color. Available here.

We guess the superlative swag proves the old adage true: Everyone – even the rich and famous – loves good freebies.