The Celebs Affair

BusinessWeek: From the recent Screen Actors Guild (SAG) Awards to the upcoming Grammys and Oscars, award-show season is upon us. And for a handful of specialty companies, it’s time to take their own stroll down the red carpet. Over the past several years, a cottage industry of professional gifters has capitalized on the union between award shows, product placement, and celebrities, giving birth to an enormous and growing marketing opportunity for brands big and small.
These days, no affair is complete without a bag bulging with the latest beauty products, cell phones, resort vouchers, and fragrances. “It’s an integral part of the event world right now,” says Samantha Haft, co-founder of New York-based On 3 Productions, which has produced gift bags for the Tonys and the Independent Spirit Awards.
Shmoozing Celebs Is a Whole New Bag [BusinessWeek]