LOS ANGELES — Cate Blanchett, Sarah Jessica Parker, Charlize Theron and Uma Thurman are among the 37 Golden Globe nominees receiving a sparkling gift Monday, courtesy of L’Oréal Paris.
The specially designed, 24-karat gold compact, decorated with Swarovski crystals and “wrapped” in an elegant black silk evening clutch by designer Julie Brown, is being delivered as a kickoff of the beauty brand’s participation in the awards ceremony, airing Jan. 25 on NBC.
Branding Hollywood events, such as the Globes or even the Sundance Film Festival, taking place in Utah this week, have become an increasingly competitive initiative among beauty companies in recent years.
L’Oréal Paris entered the awards circuit early: Six years ago, it set up its first Ladies Lounge, a primping pit stop inside the powder room at the Beverly Hills Hilton where the Globes take place. The Lounge has returned every year since, becoming an escape for stars and other entertainment industry women to dish during the ceremonies.
The gold-plated gift program began three years ago. This year’s compact holds four new gold-infused shades of Colour Riche Rich Creamy Lipcolour.
The full range of products and L’Oréal Paris artists, including consulting makeup artist Collier Strong, also will be at the L’Oréal Luxury Lounge Jan. 23-24. The VIP retreat, providing manicures, makeup, facials and hairstyling, is taking place within the Silver Spoon Beauty Buffet at an invite-only location in West Hollywood.
Top executives from the New York office of L’Oréal Paris are expected to turn out for the events.
In the do-try-this-at-home arena, consumers can dabble with the thematically tied Red Carpet Time collection, in stores through awards season. Gold infuses the Colour Riche Rich Creamy Lipcolour ($8.50), Endless Comfortable 8-hour Lipcolour ($9.75) and Jet-Set Shine Nail Enamel ($5.50). There’s also a new Makeup Artiste Travel Brush Set ($13.95).