ESTEE LAUDER’S GLOBE TREATMENT
Byline: Rose Apodaca Jones
LOS ANGELES — Being gift-bag fodder apparently is not enough for Estee Lauder, which is breaking from the competition this year by rushing nominees with a three-point play.
The strategy follows promotions at last year’s Academy Awards with a temporary spa at the Four Seasons, and similar set-ups at the Toronto and Sundance Film Fests the year before.
Julia Roberts, Sandra Bullock, Renee Zellweger and Kate Hudson are among the nominees who reportedly have already received (or will shortly) the Golden Globe Survival Kit, an eggshell blue box filled with stress-relief eye masks, Idealist skin refinisher, Go Bronze Tanning Gel for the face, three kinds of face masks/cleansers and Estee Lauder’s spring color line.
Mel Gibson, added a spokeswoman, was also on the mailing list, in a nod to his latest film in which he’s compelled to don pantyhose and a bra to get inside a woman’s psyche.
The box also holds a gold-engraved invite for a complimentary, private treatment to prep for Super Sunday at the company’s spa in Neiman Marcus Beverly Hills. The spa will close to the public Jan. 19 and 20 to offer “close-up” facials, back massages and other services. Among them is a nail make-over with the lacquer formulated with 24-karat gold created for the promotion.
The beauty megabrand collaborated with Manolo Blahnik — whose sexy, strappy stilettos are red carpet perennials — to create 24K, the limited edition bottle that looks like an inverted stiletto heel and is filled with the gold paint.
Clearly, It’s no longer enough to know who designed a celebrity’s dress. Even a gided pinky toe counts.