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The $200,000 Oscars Gift Bag: The Business Of Vibrators, Breast Lifts And More Absurd Swag

This article is more than 8 years old.

After the upcoming Oscars, Distinctive Assets, a company for backstage award show product placement, will give each of the 25 acting and directing nominees and the award ceremony host a gift bag valued at roughly $230,000.

This means the total cost of these "gift bags" is approximately $6 million. That's a lot of swag for celebrities that could easily afford it on their own dime.

All of the gift items are 100% donated by the participating companies. Explore Israel, for instance, is on the hook for $1.43 million if every recipient uses their offer. In addition to the cost of giving these products and services away for free, the brands pay a promotional fee of at least $4,000. The fee is steeper for higher sponsorship levels.

So why are companies willing to spend so much on the Oscar nominees? They hope that the product placement will pay off. For Distinctive Assets founder Lash Fary, who was dubbed the "The Sultan of Swag" by The New York Times, the gift bags are "simply a marketing program for companies."

"We are not gifting Oscar nominees out of a sense of philanthropy, " Fary says. "We are gifting them for the same reason that they are paid upwards of $20 million for a single film...because their personal brand has value as a commodity."

To date, only one Oscars nominee has ever turned down a Distinctive Assets gift bag: actress Sandra Oh. But even if all of the 26 celebrities accept their gifts, this doesn't necessarily translate into effective product placement.

Will these companies actually get bang for their buck? Probably not, according to Michael Stone, Chairman and Co-Founder of Beanstalk, a global brand licensing agency and consultancy that represents brands, celebrities and entertainment properties.

Unless the “givers” are permitted to promote and market the fact that their products or services are in the gift bag or they are allowed to photograph the recipient using the gift, I think that this is not a good use of the “givers” money although...the cost is likely not very meaningful to the “givers.”...In my opinion there is not enough return on investment to make this worth it.  Giving the gifts to this very elite crowd, particularly these kinds of gifts, is like marketing to yourself.  I don’t see the benefit.

Stone was surprised by many of the gift bag items and doubts that the marketing strategy will actually work. "I was expecting brand name jewelry or store gift certificates, things that a celebrity might wear and be seen it," Stone says. "I suspect that those kinds of brands don't see the benefit of the gift bag as a marketing tool."  So gourmet maple syrup and Swiss toilet paper are probably not worth the cost, even if it's just a drop in the bucket for these brands.

For small business owner Kathy Lee, who has been approached by similar Oscars product placement enterprises, the cost is simply not worth it. This is the third year that Lee has been approached to be a part of these gift bags. For Modern Gingham, which sells artisanal preserves, it's risky to alienate returning customers and specialty sellers in exchange for (possibly) a temporary boost in sales. "What if a celebrity is holding another product later?" Lee asks. "There's a distinction between the spontaneous customer and the loyal customer." Lee is certainly not the only small business to be invited to participate into this type of endeavor.

Though it seems like a glamorous opportunity, Lee is aware that her fruit preserves are not appropriate for this type of product placement. "They're wearing glamorous gowns; they're not going to eat strawberry jam," Lee says, "Do the celebrities even want it?" More significantly, a $5,000 participation fee--which was recently posed to Lee--in addition to the hidden costs, such as additional products, airfare, shipping and storage, are massive. "It would run several thousands of dollars," Lee says, "It wouldn't be substantial if there was a guarantee you would triple in that number of sales." But as Stone and Lee both argue, there is little promise of benefit.

Given that the average American family only earns $53,657 a year, these $230,000 gift bags appear at best lavish, at worst disgusting. Though acknowledging it's a "hot topic," Stone doesn't think this is particularly relevant when it comes to marketing. "People making an average income still aspire to look like, live like, be like their favorite celebrities," Stone says. "For better or worse...it's all about aspiration." For every individual that resents these exorbitant expenses on a select clientele, there is someone pining for the It-List items on Gwyneth Paltrow's Goop or Beyoncé's fragrance line.

Fary, the Gift Guru, agrees with Stone's observations.

People often look at this specific promotion through the lens of jealousy rather than appreciating it as a very straight forward marketing endeavor. Juxtaposing companies’ willingness to give gifts to people in a position to help their brand with middle class or lower class earning potential is like criticizing Audi for spending millions on Super Bowl commercials rather than donating that money to the poor. Marketing and charitable giving are two completely separate buckets.

Whether $230,000 Oscars gift bags are beyond reproach is up for debate. But one thing is clear: these presents are exorbitant luxuries that no one really needs.

Click to page 2 to see all the items in the Distinctive Assets gift bag.

Tons of luxuries await the Oscar nominees. The items are listed from most expensive to least.

(1) ExploreIsrael.com ($55,000)

The VIP all-inclusive trip to Israel includes two first class airline tickets to Israel, a 10-day stay at five star hotels, a security escort and all meals and transportation.

Fary points out that even though celebrities are required to pay taxes on the gift bags, which are considered business gifts, they only have to claim the "fair market value" of the gifts they use. The taxes on a $54,000 vacation would be pricey, but it's not a huge factor. "Let's face it, all of these individuals are in the fortunate position of not having to make decisions based on tax consequences," Fary says.

Of course for celebrities, vacations count as a "business gift."

(2) Walk Japan ($54,000)

This fully private, 15-day tour in Tokyo and Kyoto is considered one of the 100 things to do before you die. "What I love about what Walk Japan has done is really made their package befitting of an Oscar nominee Fary says. "The Oscar nominees they get a full tour buyout…meaning they don’t have to have anyone they didn’t bring with them on their tour."

God forbid Jennifer Lawrence have to tour Japan with plebeians.

(3) Silvercar ($45,000)

This present is a year's worth of fully-loaded Audi A4 rentals from Silvercar, which includes free in-dash GPS, Sirius radio, Wi-Fi and concierge service. "I have always wanted to give away an actual car . . . fill it up with all the gifts and roll up in front of the recipient’s house with it!" Fary says. "So I was thrilled to partner with Silvercar for the past 2 years and offer the next best thing . . . a year’s worth of free Audi car rentals!" Fary says Julianne Moore, Bennett Miller and Richard Linklater use the Silvercar rentals.

(4) Lizora ($31,200)

The gifts includes a lifetime supply of Pu-erh Tea Nourishing Cream and Pu-erh Tea Cleansing Bar. "Skincare is my personal favorite gift category," says The Sultan of Swag. "These individuals all, for the most part, have to look their best as part of their career." But couldn't celebrities write this off as a business expense if they bought it themselves?

(5) Halo, Purely for Pets ($6,300)

"The biggest hit of all was the Halo, Purely for Pets meal donation," Fary says. "Halo provides the opportunity for nominees to make a 10,000 meal donation to an animal shelter of their choice." According to Fary, to date, Julianne Moore, Meryl Streep, Julia Roberts, Barkhad Abdi, Ethan Hawke, Rosamund Pike and June Squib have all chosen the charitable route.

This is actually one of the few gifts that is hard to snark at. It's a publicity opportunity for both Halo and celebrities that benefits others.

(6) Fit Club TV "Ultimate Fitness Package" ($6,250)

The package includes designer workout apparel, a fitness experience in a private villa, and health and performance supplements.

(7) 740 Park MD ($5,530)

Ultherapy, which utilizes ultrasounds, "is the only non-invasive procedure FDA-cleared to lift skin on the neck, under the chin and on the eyebrow. Since it doesn't leave needle marks, peeling or bruising, it's the perfect gift for the celebrities who want to pretend they are au naturale

(8) Steamist ($5,060)

The Steamist Total Sense Home Spa Collections includes a customizable collection of shower amenities. Features include aromatherapy, chromatherapy, ALL the therapies!

(9) Grand Hotel Tremezzo ($5,000)

The Grand Hotel Tremezzo boasts "unparalleled views" of Bellagio and the Grigne Mountains. "Ed Norton and his wife called the same day the gift bags were delivered last year to book their trip to the Grand Hotel Tremezzo," Fary says. With Ed Norton's endorsement, this is obviously worth $5,000.

(10) Grand Hotel Excelsior Vittoria ($5,000)

Grand Hotel has really bought into this whole Oscars gift bag scheme. According to Fary, Mark Ruffalo had the "trip of a lifetime'" at the Grand Hotel Excelsior Vittoria last year. The hotel has a view of the horrific volcanic eruption site, Mount Vesuvius!

(11) Golden Door ($4,800)

This gift is a complimentary three-day stay at the Golden Resort & Spa in San Marcos, California. After the Oscars, perhaps Fary should take himself to the relaxation spot. "Having a client-based business is always inherently difficult and I have 50+ clients at a time when we are doing an award show," the Gift Guru says. "Managing all of these different personalities, expectations and logistics is definitely a challenge at times."

(12) Delovery ($2,000)

Delovery is a gift basket business that takes on the brainstorming, shopping, packaging and delivering off celebrities' plates. On a charitable note, Delovery claims it now "delivers love to a wide array of deserving recipients--the struggling, the esteemed, the cherished, and the gluten-free." The gluten-free deserve luxuries too!

(13) Vampire Breast List ($1,900)

This cosmetic procedure--which was featured in Cosmopolitan--uses blood-derived growth factors to revive rounder cleavage without implants." The Vampire Breast Lift uses the patient's own blood to improve appearance...I mean, it's better than stealing blood, but this still makes me cringe.

Fary has faced a lot of backlash for including this beauty procedure in the gift bag. "I am being asked in quite an accusatory way why I would include something like this," Fary says. For The Sultan of Swag, the answer if obvious. "If an actress is interested in firming and lifting her breasts and can do so in a non-surgical way, that’s the best gift of all."

(14) Jay Cardiello ($1,400)

The Oscar nominees can get three fitness training sessions and a full kitchen sweep with Jay Cardiello, a celebrity wellness expert and star of ABC's "My Diet is Better Than Yours."

I thought every celebrity worth their salt goes to Tracy Anderson, but hey, what do I know? I go to the local YMCA.

(15) Alexis Seletzky, Celebrity Trainer ($900)

This package includes ten personal training services with Alexis Seletzky. The description promises  "discretion," but I think the cat is already out of the bag.

(16) Sundial Powder Coating ($500)

According to Sundial, powder coating is a "smarter, more economical way to apply a decorative and protective finish to metal and aluminum products." Sorry guys, but I don't think this is going to trend on Instagram.

(17) Belldini ($300+)

Belldini offers everything from cardigans and pullovers to twinsets and leggings. I assume the $300+ means that the brand will give as much clothing away that an actress is willing to take.

(18) My M&M's ($300)

These personalized M&M's come in 25 colors and can feature faces taken from photos in addition to clip art images and messages. Can't you just see Michael Fassbender's face on an M&M?

(19) JOSEPH's Toiletries ($275)

JOSEPH's Toiletries is for "health-conscious people who hold the highest standards in personal hygiene." Though celebrities definitely fit the bill, I can't see Matt Damon bragging about "advanced toilet paper" on The TODAY Show.

(20) Nuelle Fiera Arouser For Her ($250)

The Fiera is a "new product scientifically proven to enhance physical arousal and increase interest in sex." Fiera calls it "Before-Play," because foreplay is so passé. It's designed for use by women but also for couples, so it's a gift all the Oscar nominees can enjoy!

This is for everyone who wants to get off like Meryl Streep.

(21) Tools by Gina ($250)

These professional hairstyling tools are the perfect gift for your personal stylist.

(22) Haze Dual V3 Vaporizer ($249.99)

The Haze Dual V3 is the "first and only dual chamber vaporizer in the market" and is compatible with every type of material. (I don't have to spell it out for you, right?)

Leonardo DiCaprio--who is also an Oscar nominee--was recently used a vape openly at the SAG awards. "This for sure is one of the items I’m excited to give because I know it will be used by many of the recipients and their friends, whether they can do so quite as publicly as Leo did or not," Fary says.

(23) Healing Saint by Dr. Jane 360 ($193)

The package includes the "Luminosity Skin Serum" and a "Hair Follicule Stimulant." I tried to understand the pseudoscience behind the beauty products, but I just stopped caring.

(24) Lat & Lo ($150)

The Lat & Lo necklace is inscribed with the latitude and longitude coordinates to the Dolby Theater in California, which is where the 2016 Oscars will be held. The nominees that lose will always  have this keepsake to remember their losses by.

(25) Caolion ($134)

This Ultimate Pore Care gift set includes everything your pores wanted for Christmas.

(26) Tribute ($125)

The Concierge Tribute lets you create a "beautiful collaborative video montage of family and friends who came together to show their love and gratitude for someone they care for" without doing any of the heavy lifting. I wonder if the montage can include those blurry TMZ interviews done while celebrities dash to their cars.

(27) Zekkle Edge ($125)

The Metal Front Pocket Wallet. I would say more but the website requires authorization. Zekkle should fix this before the Oscars.

(28) Sedona Lace ($109.95)

Another professional brush set. Perfect for re-gifting to your second favorite personal hairstylist.

For all the measly items in the two-digit range, you can check out the links below.

(29) Rouge Maple ($99)

(30) Mezcal El Silencio ($75)

(31) Signature Vodka ($70)

(32) Phantom Glass ($49.95-$59.95)

(33) MemoBottle ($47)

(34) Greenhill Winery & Vineyards ($39)

(35) Chocolatines ($35)

(36) Slimware ($29.95)

(37) Farm Wife Style ($25)

(38) Dandi Patch ($21)

(39) Purely Inspired Organic Protein ($19.97)

(40) Hydroxcut Gummies ($19.88)

(41) Gleener on the Glo ($11.99)

(42) Mission 1 Clean Protein Bar ($5.64/box)

Stay tuned for more Oscars coverage from Forbes!