Before a single award is handed out, before the speeches, the standing ovations, and the red carpet dissection, a quieter tradition unfolds – the arrival of the Oscars swag bag.
It’s not just a bag. It’s a statement.
Carefully curated, impossibly exclusive, and often more talked about than the films themselves, the Oscars goody bag is a glimpse into the future of luxury, where aspiration meets influence in its purest form. And in 2025, as consumer values shift once again, the brands that secure a coveted place in that bag won’t just be offering products. They’ll be selling a story of a vision of what luxury can mean.
From Excess to Influence: The Swag Bag’s Evolution
In 2024, Oscar nominees were gifted an array of experiences and indulgences designed to leave a lasting impression. Among them: a three-night stay in an Italian lighthouse (Faro Punta Imperatore), a private mentalist performance from renowned illusionist Lior Suchard, and a $10,000 pet wellness package from Dog’s Dinner, reinforcing the increasing consumer demand for ultra-luxury pet care. Beauty and wellness brands took centre stage too, with nominees receiving Miage Skincare’s waterless products, an Armani beauty gift set, and Bored Rebel’s stress-relief breathing tools. The experience-driven gifts continued with luxe tequila from Casa Azul and DNA-based health testing kits from Prenuvo – and if that wasn’t enough – Havaianas provided luggage and flip flops.
Adding to the focus on high-performance beauty and skin rejuvenation, Oxygenetix partnered with Dr. Jay Calvert MD & ROXSpa in Beverly Hills and Dr. Shino Bay Aguilera of Ft. Lauderdale to offer nominees an exclusive Potenza micro-needling treatment and products.
A decade ago, Oscars goody bags seemed all about extravagance – lavish jewellery, surgery vouchers, even plots of land in Scotland. But today, the contents seem to be shifting, reflecting a new era of luxury that prioritises exclusivity, emotional connection, and self-improvement at the core.
Last year’s goody bag showed early signs of this shift: independent brands, sustainability-driven indulgences, and products designed not just for display but for experience and wellbeing.
And in 2025? The stakes are even higher.
This year’s Best Picture nominees reflect themes of transformation, reinvention, and power. Dune: Part Two expands its vast cinematic universe, exploring legacy and destiny. Wicked, which has already ignited a commercial storm with its marketing and merchandising brings a beloved story to life with spectacle and reimagined narratives. The Substance delves into the unsettling extremes of beauty and identity. And amidst the expected contenders, an ‘unexpected outsider’ shakes up the race. If the Oscars goody bag mirrors these themes, expect products may well include ones that challenge conventions, push boundaries, and redefine indulgence.
Desire, Longing & the Power of Objects
Lash Fary isn’t just behind the Oscars goody bag, he redefined gifting as a marketing strategy. Known as the ‘Sultan of Swag’ as he turned celebrity product placement into a business, creating a space where brands gain instant credibility by association with Hollywood’s elite. Through his company, Distinctive Assets, he’s orchestrated gift curation for the GRAMMYs, Tonys, and American Music Awards, giving both global brands and niche businesses a shortcut to prestige and influence.
But beyond luxury, Fary has evolved the model to champion small businesses, women-led brands, and companies with a cause. His work highlights the power of gifting as an emotional and aspirational tool, proving that the right product in the right hands doesn’t just create a moment – it creates desire, recognition, and long-term brand equity.
The Business of Influence
Not every luxury gift placement happens at the Oscars, but the power of association remains the same. Earlier this year, Isle of Harris Distillery saw a surge in interest after its gin and single malt whisky, The Hearach, were included in the Golden Globes gift bags. Managing Director Simon Erlanger credited the placement with putting their brand in front of a new, global audience, proving that when done right, these curated moments can translate into real business impact.
A place in the gifting suite isn’t just about celebrity endorsement; it’s about embedding a brand into a moment of achievement, indulgence, and aspiration.
Not all celebrities engage with the gifts, and tax implications mean some decline them altogether. Yet, for brands looking to gain credibility, visibility, and association with Hollywood’s elite, the Oscars goody bag remains one of the most unique marketing opportunities in luxury consumer goods.
Because in a world where influence is more powerful than any marketing campaign, the real winners on Oscars night might not be holding golden statues. They might be the brands that, quietly and strategically, place themselves inside that bag’s ready to be discovered, experienced, and desired.
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