Jan 15, 2012


The only thing better than the actual awards shows are the awards weekend gifting lounges and no one pampers celebrities like the HBO Luxury Lounge presented by L’Oreal Paris and New Era.  We had the opportunity to experience this lounge and be treated like a celebrity by the amazing brands in attendance at the Four Seasons Hotel in Beverly Hills just before this year’s Golden Globes.

We spoke with Britt Johnson who organized this event, now in its tenth year, about what the planning process is like and what celebrities can expect to be gifted. The brands in attendance included:

L’Oreal Paris:  Celebs were gifted hair and makeup sessions, mani-pedis, and massages as a part of their exclusive salon set-up. Not to mention products from the new color line. No wonder L’Oreal is celebrating 40 years- Because You’re Worth It!

“I will demonstrate and show you some of our products because seeing them in action is the best way to experience the line. But we just launched our new Colour Rich Nail in four distinct lines- The TrendSetter (the colors will change seasonally with the trends), the Iconic Muse, the Femme Fatale, and the Hopeless Romantic. For eyes we are featuring our Voluminous False Fiber Lashes Mascara and our Infallible 24Hr Eyeshadow & Eyeliner. For lips we have our Colour Riche Balm and Infallible lipsticks.”

New Era: Celebs were gifted sports caps, T-shirts, and belts. This was New Era’s first year as a lounge sponsor alongside L’Oreal Paris.

“New Era Cap is so excited to be a part of the HBO Luxury Lounge in honor of the 69th Annual Golden Globe Awards. While we’re most known for our headwear collections, New Era, having recently celebrated their 90th Anniversary, is a lifestyle brand with apparel and accessory lines for men, women, and youth.”

Nautica: Celebs were gifted a bag including a Nautica towel, polo shirt and either bathing trunks or a reversible bikini! Perfect for those secluded trips to Turks & Caicos!

“We are gifting the perfect beach getaway set which includes swimwear for woman and men. It has a nice pop of color and nautical details which we are known for, our classic bathing suits and board shorts, and our nautical polo. We brought back our swimwear because celebrities constantly tell us they use our products on their vacations.”

Boiron: Celebs were gifted homeopathic medicines including best-selling Oscillococcinum (for flu-like symptoms) as well as a stress reliever, a hang-over cure, and a sleep aid.

“Boiron includes natural homeopathic medicines from France, used there for over seventy years. When people don’t feel good they don’t look good. Actors are just like us. When they don’t feel good, they don’t want to get out of bed but they have sometimes hundreds of people depending on them for appearances. They have to look and feel their best. They need to be red carpet ready. Our products help them behind the scenes.” Celeb fans- Krya Sedgwick & Lauren Holden.

Magaschoni: Celebs were given cashmere gifts including scarfs and scull caps! But why stop at accessories, the entire line including dresses and casual wear (Ricky Gervais loves his hooded sweater!) were on display.

“We are very excited about our new spring collection which is bright and colorful. Our most popular is our classic ruffle wrap which goes great with dresses but can really amp up any outfit as a wrap or scarf. The men also love the zip up hoodies and scull caps. ” Celebs who love this brand- Kelly Rutherford, Fergie, Viggo Mortenson & Julianne Moore.

Brahmin Handbags: Celebs were gifted luxury handbags, clutches, and wallets. What girl could resist-  I snagged a brown wallet with gold features that I LOVE!

“The Olivia Rose is our most popular handbag which was featured in Vogue. But our line has a lot of great colors and structure to them. They are bags that can be used for years to come.”

Michael Antonio Shoes: Celebs were gifted footwear (heels, boots, you name it!) from the fall and spring line! Nothing says sexy like a shoe that both looks good & is good for the planet- the line is Vegan!

“100% of what we are gifting is vegan and cruelty free. There is no reason to harm animals to have fabulous fashion as far as we are concerned. A lot of talent is socially conscious and so if it’s out there and available there is no reason we shouldn’t utilize it. In the past, the vegan materials weren’t as good. They were cheap pleather but now they’ve become so excellent that they mimic the look and feel of leather and suede.  So we use ultra-suede and vegan leather. I style countless celebrities and a lot of different talent who are all big supporters of what we are doing. ”  Celebs who love this brand: Edie Falco & Rihanna

Basil Hayden: Celebs were gifted 750ML bottles of super premium Bourbon! The brand created signature show-themed drinks- Boardwalk Empire, True Blood, Too Big to Fail, Mildred Pierce and Game of Thrones. Celebs voted Boardwalk Empire’s Nucky’s Weakness their favorite, though my vote went out to the True Blood inspired martini.

“It’s 80 proof, so it’s relatively lower proof than some of the older classic bourbons, but it has twice as much rye than the average bourbon so it’s spicier and very mixable. It’s great with some of the more traditional cocktails like our Boardwalk Empire inspired drink but also perfect for more contemporary mixology, like the True Blood. We are asking all of our celeb guests to vote for their favorite cocktail which have been inspired by some of the hit shows nominated at this year’s Globes.”

Game Fly: Celebs were gifted one-year, two-game subscriptions. If you thought the woman loved the purses and shoes, you should of seen the men at this booth-  the ‘Netflix’ of gaming! Ladies be prepared for some solo girls nights for the next year.

“We just put out our top ten game list from last year- Call of Duty, Battlefield, Sky Rim (our action RPG role playing game). Many many hours are dedicated to video games by both men and women. We are gifting a year subscription and you can have up to two games out at any time which you can order through mail or download at home (for Mac and PC).”

Mountain Gate Country Club: Celebs were gifted three month associate golf memberships! So go ahead and mix business with pleasure, and sign some deals over 18…errr 27 holes!

“We are a private country club off the 405 freeway and the three month membership is a $20,000 value. We have 27 holes for our amazing golf course and great tennis facilities. If they play golf or tennis this private country club is perfect for them. We have a lot of recognition for our tennis program and our great golf track.”

Gendarme Fragrance: Celebs were gifted top fragrances and lotions to keep them smelling fresh for their long night of red carpets, awards, and parties!

Purity Vodka: Celebs were gifted 750ML bottles of the 2011 Vodka of the year! Good thing they have that hang-over cure by Boiron for the next day! Martinis anyone?

Our team enjoyed feeling like a celeb for the day and now we know the secrets to what makes a red carpet all smiles. Looking forward to next year already!

Check out the full photo gallery of brands and celebrity attendees from this event.