Inside The Business of the Oscars Goodie Bag


Ever wondered how companies get their products into the hands of Hollywood's elite?

Nominee for Best Actor "La La Land" Ryan Gosling arrives on the red carpet for the 89th Oscars on February 26, 2017 in Hollywood, California.  / AFP / VALERIE MACON        (Photo credit should read VALERIE MACON/AFP/Getty Images)

For 88 years, showbiz professionals have been donning their fancy frocks and waltzing the Oscar red-carpet with a poised elegance and nonchalant smile as the world watches on to see who takes home those little gold statuettes. But this year, more than the winner’s trophies, it’s the nominee gift bags nabbing all the attention.

You could argue that a party isn’t really a party without a goodie bag; a notion that has stood the test of time, from your standard children’s birthday bash, to ‘thank you’ gifts at a wedding. This year’s Oscars swag pack is brimming with tasty treats, tech gadgets and cosmetics that will have many a beauty editor giddy, the total haul worth more than AU$100,000. Just who are the lucky recipients? Nominees in the running for best actor, supporting actor and director categories get to take home a bag, really giving weight to the phrase ‘everyone’s a winner’.

The organisers and curators behind the stash is a company called Distinctive Assets, headed by founder Lash Fary, commonly dubbed the “Sultan of Swag.” And while there’s been much online chatter as to why well-off celebrities are given such expensive prizes, some often giving them away to charity, the answer is: clever marketing, with brands paying a hefty fee to be included, the price tag indeed worth the attention garnered. Let’s take a peek inside some of our favourite (and slightly strange) products that Emma Stone, Ryan Gosling and Denzel Washington will be taking home, shall we?

SweetCheeks Massage Mats

Sometimes the usual 9-to-5 grind often leaves our rear-ends a little numb by the end of the day (guilty). The SweetCheeks mat works by leveraging body weight against the textured surface, giving you a massage as you type. The mat also increases local circulation, supposedly increasing circulation and decreasing circulation. Side note: We are trying very hard not to picture Gosling’s gluteus medius right now.

Oomi Home

Oomi creates a convenient home system at the touch of a button. This pack, worth more than $500, includes security with sensors, a loud alarm speaker and night vision, a sleek touch system that controls all entertainment systems, a plug-in device that turns any outlet into a smart outlet, and bulbs that allow for 16 million colours. Home dance party, anyone?

The Casper Pillow

We’re all for a good night’s sleep, and for that matter, watching TV in bed, making The Casper Pillow inclusion a clever one. Casper rolled onto the scene in 2013, fast becoming a disrupter in the bedding market. Nominees will be sleeping well after a long night, with the brand’s pillow-in-pillow design developing somewhat of a cult following.

The Elvie

The Elvie is a fitness tracker of a different kind, providing you insights into the health of your vagina. Paired with an app, the device helps you to track your kegels. For those not privy, kegels are a contracting exercise that work to strengthen one’s pelvic floor muscles, which support the uterus, increase bladder control and improve pregnancy recovery. By inserting the device and turning the app on with Bluetooth, squeezing and releasing is fast becoming a game-like activity that takes you from rookie to advanced.

Rest-Rite Sleep Positioner

Shifting a little left of centre (quite literally), Rest-Rite will have us in the good graces of our physios with a spherical device that, when stuck to your back, acts as a reminder to sleep in healthy positions only. Perfect for incorrect sleeping, pregnancy and injuries.



Nicole Webb

Staff Writer Collective Hub

Nicole is a Sydney based writer, who’s previously written for Harper’s Bazaar and Elle Australia. She has mused about everything from the world of haute couture, the Sydney music scene and newly founded start-ups.


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