All eyes were on Hollywood for the 69th Golden Globe Awards and with those eyes come opportunities for many businesses. HBO’s 10th annual Luxury Lounge at the Four Seasons Los Angeles in Beverly Hills was a perfect example of the blending of celebrity and branding with many of style’s leading names represented, such as sponsor L’Oréal Paris Beauty Suite and New Era Cap. Gifting suites allow businesses to garner much-needed exposure and endorsements from celebrities and media, while offering samples of their products to better acquaint consumers to their brand.
HBO’s Luxury Lounge was attended by Golden Globe-nominated television and film stars, who, along with media attendees enjoyed presentations from the following sponsors:
L’Oréal Paris was present with a grand fifteen foot-wide display station which celebrities signed for charity, and lived up to their grandiosity by gifting a selection of some of their newest beauty products, including Men’s Expert Vita Lift moisturizer and sunscreen. They also offered numerous conditioners, anti-aging skin creams and Volumizing Fiber mascara. Celebrities and nominees of the Golden Globes were pampered with manicures, hair and makeup in celebration of 40 years of L’Oréal’s “Because You’re Worth It†campaign. www.LorealParisUSA.com
New Era offered a choice of their many caps and jerseys at their gifting station. Far more than just sports caps, New Era featured fedoras, hoodies, belts and shirts in a variety of sizes and styles, both for men and women. Celebs loved all the choices and delighted in their new gear. www.NewEraCap.com
Michael Antonio footwear ranged from highly functional to highly fantastical and it was all available for perusal, with an entire closet of sizes and styles on hand for gifting. From wedges to platforms, whether boots or pumps, Michael Antonio’s staff showcased their fall, holiday and spring collections. www.MichaelAntonio.com
Boiron homeopathic medicines gifted a wide assortment of products, including safe and natural treatments for colds, sore throat, itchy eyes, coughs, burns, sleeplessness and much more. The generous bag of medications included one of Boiron’s signature products, Oscillococcinum. This homeopathic medicine has been shown to reduce the duration and intensity of the flu, is non-drowsy and has no side effects or drug interactions. www.BoironUSA.com
Magaschoni gifted a multipurpose sweetheart cashmere scarf that could serve as a scarf, shawl or even sarong. The representatives from Magaschoni demonstrated their high-quality clothing line and their philosophy that all women are beautiful and want the ability to comfortably exhibit their own unique style. www.Magaschoni.com
Andie McDowell and daughter Rainey Qualley, Miss Golden Globes 2012
Brahmin displayed their gorgeous line of luxury handbags and wallets, gifting many of their incredibly soft and well-crafted designs. They offered a variety of colors and styles, including their new Vault Collection. www.Brahmin.com
Nautica demonstrated their most recent lines of swimsuits for men and women, including their new reversible bikini set. The company representative explained the high standards that Nautica judges its apparel and accessories by, gifting a polo shirt, towel and reversible bathing suit to celebrities and media. www.Nautica.com
Basil Hayden was presented with flair and class; a bartender mixed various bourbon cocktails with Golden Globe-themed titles. The gift of a 750ML bottle of Basil Hayden’s Super-Premium Bourbon was greatly appreciated after tasting the smooth, richly flavored liquor. Presentation and performance went hand in hand at this fine bourbon’s station. www.facebook.com/
Purity Vodka displayed their ultra-premium vodka in a beveled bottle almost as enticing as the liquid within. Purity Vodka has won nine awards for its clear, smooth flavor and is currently the most celebrated in its category. Distilled 34 times in a copper and gold still, master blender Thomas Kuutanen prides himself on using deionized water, natural mineral water and organic wheat products in distilling his high-end vodka. Purity gifted 750ML bottles of its 2011 Vodka of the Year to attendees.
Gendarme Fragrance offered 2 ounce bottles of its crisp, fresh scented fragrance and lotion. Made from lemon and lime, bergamot, lavender, and a hint of jasmine and lilac, there is nothing quite like it on the market. www.gendarme.com
Gamefly had a small but highly entertaining station, complete with video-game console and demos. After explaining the benefits of renting games for the duration of your interest as opposed to buying them, the representative from Gamefly gifted a one-year, two-game subscription for their service, whereby two video-games could be rented at any given time for any duration desired within one year. www.GameFly.com
Mountain Gate Country Club is a private golf club located in the mountains above Santa Monica, recognized as one of the finest resort clubs in Southern California. The club offered attendees golf and tennis memberships.
Many nominated stars that indulged included:
The Help’s Viola Davis (Best Performance by an Actress in a Motion Picture-Drama), The Help’s Octavia Spencer (Best Performance by an Actress In A Supporting Role in a Motion Picture), 30 Rock’s Tina Fey (Best Performance by an Actress In A Television Series – Comedy Or Musical), The Guard’s Brendan Gleeson (Best Performance by an Actor in a Motion Picture – Comedy Or Musical), Albert Nobbs Janet McTeer (Best Performance by an Actress In A Supporting Role in a Motion Picture), New Girl’s Hannah Simone (Best Television Series – Comedy Or Musical), Bridesmaids’ Wendy McLendon-Covey (Best Motion Picture – Comedy Or Musical), Glee’s Damian McGinty (Best Television Series – Comedy Or Musical), Games of Thrones’ Emilia Clarke and Lena Headey, (Best Television Series- Drama), Midnight in Paris’ Alison Pill and Corey Stoll (Best Motion Picture – Comedy Or Musical), The Help’s Brunson Green (Best Motion Picture- Drama), Enlightened’s Amy Hill (Best Television Series – Comedy or Musical), Cinema Verite’s Shari Springer Berman (Best Mini-Series Or Motion Picture Made For Television), Downtown Abbey’s Hugh Bonneville (Best Mini-Series Or Motion Picture Made for Television), Mildred Pierce’s Pamela Koffler, Christine Vachon and Ilene Landress (Best Mini-Series Or Motion Picture Made for Television), The Descendants’ Amara Miller and Nick Krause (Best Motion Picture-Drama), Moneyball’s Stan Chervin (Best Motion Picture-Drama), Boardwalk Empire’s Christopher McDonald and Tim Van Patten (Best Television Series- Drama), Modern Family’s Ariel Winter, Nolan Gould and Aubrey Anderson-Emmons (Best Television Series – Comedy Or Musical) The Artist’s Penelope Ann Miller (Best Motion Picture – Comedy or Musical), Cars 2’s Denise Ream and John Lasseter (Best Animated Feature Film), My Week With Marilyn Simon Curtis (Best Motion Picture – Comedy Or Musical).
Other celebrities attending the suite included: Jennifer Love Hewitt, Neil Patrick Harris, Andie MacDowell, Melissa RyCroft, Joe Manganiello, Janina Gavankar, Rutina Wesley, Todd Lowe, Chris Bauer, Adina Porter, Lauren Bowles and Lindsey Pulsipher, Katerina Graham, Michael Steger, Phoebe Tonkin, Anne Heche, Gregg Henry and Lennie James, Perry Reeves, Gilles Marini, Stana Katic, Kate Flannery, BooBoo Stewart, Sara Rue, Amanda Righetti, Melissa Rauch, Nina Garcia, Cassi Thompson, Evan Handler, Natalie Morales and Al Roker, Kevin Rahm, Shameless’ Shanola Hampton, Shar Jackson, Michael Cudlitz, Missi Pyle, Jim O’Heir, Austin Basis, Chuy Bravo, Rainey MacDowell, Callie Thorne, James Tupper, Jason Isaacs, Joelle Carter, Louie C.K., Steve Yeun, Tom Payne, Jeff Garlin and Kristen Quintrall.
The HBO® LUXURY LOUNGE® is produced by Media Placement. www.mediaplacement.net
Music by J.D. Shultz
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