Oscar Celebrity Swag - NBC Southern California

Oscar Celebrity Swag

Swanky gift lounges help the stars relax.

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    NEWSLETTERS

    Swanky gift lounges help the stars relax at the Academy Awards. Angie Crouch reports from Hollywood with a peak inside the goodie bags. (Published Friday, Feb. 24, 2012)

    Gift Lounges are the latest thing for the up-and-coming celebrity at Oscar time.

    The GBK Gifting Lounge at the W Hotel is one of about a dozen suites set up around Los Angeles this week with the sole purpose of handing out free stuff to celebrities.

    "This is my very first year ever doing these sort of gifting suites," said Mary Birdsong, from the Descendents. "It's like trick or treat, but times a million."

    Invited guests are offered everything from made-in-earth gem stone jewelry, to custom-made desserts.

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    There are free trips to Maui worth $2,500, $400 in luggage from Max Mirani, and a one-of-a-kind $6,000 Paccioni watch that they design themselves.

    Stars, like Penny Marshall, have their pictures taken with the products and it serves as free marketing for sponsors like RevitaLash, which saw a $3.2 million in sales increase after attending last year's gift lounge.

    "The photos are used in a myriad of ways," said GBK founder Gavin Keilly. "One, they'll submit it to press."

    About 20 percent of the money paid by the sponsors goes to charity, like Holly Robinson Pete's foundation to help those with autism and Parkinson's disease.

    "Today I had the opportunity to share our foundation with all these tremendous stars," said Robinson Pete.

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