With all the benefits of being a celebrity in these days of America's celebrity culture-driven life, you do have to wonder why high school theater teachers still have trouble attracting talented high school students to perform in high school plays. By the time kids get to college, they begin to smarten up and figure out that being a celebrity in America is the best ticket to wealth on the planet. And it's not just wealth as in I've got $100,000 n the bank and I'm only 25 years old. It's wealth as in I just bought my first home at 18 years old for $25 million type of wealth. Yes, it is that outrageous.
Simply consider the topic of the ultimate in party favors: swag. Swag has become the slang term used in Hollywood and the music business to refer to free gifts inside gift bags. In the 21st century, the dollar value of the goods and services included inside these "Hollywoood party favors" has increased dramatically. In some cases, the dollar value of these gift bags is so high that celebrities are declining the offer of the gift bag rather than incur the tax burden of accepting thousands of dollars. A small cottage industry in Hollywood has emerged that essentially "pawns" the products inside these party bags. Sometimes, the cash makes it way back to the celebrity, but often the loot finds its way under the mattresses of devoted personal celebrity assistants. It is an efficient mechanism: let the party favor return the favor, from gift bag to gift house and into the pocket. |
Party favors in Hollywood are not just about a box of chocolates anymore. It is an entire industry where the celebrity "get" is the holy grail. A "celebrity get" is when a high level (A-list) celebrity is seen, photographed and documented holding, carrying or otherwise using a company's product. Working hand in hand with public relations representatives and corporate entities of luxury goods and services
Consider some of the favors in the gift bags at the 2005 Oscars. Robert Mark sunglasses, Gucci sunglasses, $8,000 cufflinks, Manolo Blahniks designer shoes, Michael Kors handbags, all in all a cool $30,000 worth of products. Also included is skin care products, botox, teeth whitening, manicures, pedicures, acupuncture treatment gift certificate for sessions using diamond needles. Champagne of course, Bacardi, cellphones, leather jackets, perfumes, you name it they are all in the game.
On 3 Productions based in New York City.
Distinctive Assets based in Los Angeles.
Backstage Creations based in Los Angeles.
Rogers and Cowan based in Los Angeles. |
Here is a very unofficial list of the contents of the Oscar goody bag from 2004:
- a Victoria's Secret jewelled pink bra-and-panty set with a detachable diamond brooch
- fragrances, and other items worth $7,000 for Best Actress nominees
- a coupon for laser eye surgery
- gold accented Havaianas flip flops
- Manolo Blahnik leather "My Shoes for the Weekend" bag
- Veuve Cliquot champagne
- pair of Baccarat crystal earrings or crystal lighter
- Baccarat champagne flutes
- Estee Lauder products, including a “crystal glow” sugar rub and a “calming body spray", plus spa treatments for recipient and a guest round-trip tickets to anywhere Song Airways flies
- Crest Whitening Expressions toothpaste Kiehl's gift set, value $500
- "the ultimate HDTV package": VOOM high-definition satellite and 12 months of programming service as well as a 43-inch Samsung DLP HDTV. Value: $6,000
- Peacock Black Pearl Collection gift set including an 18-inch necklace, seven-inch bracelet, and stud earrings, from PearlParadise.com.
it goes on and on and on. |
