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Oscars

What’s in the 2023 Oscars gift bags

The gift bags are worth an estimated $126,000 worth of goods

Update:
What’s in the 2023 Oscars gift bags
VALERIE MACONGetty

Follow the Oscars ceremony 2023 live online

With the 95th Oscars awards show right around the corner, many are wondering what’s included in this year’s swag bags. The Everybody Wins gift bags return this year, worth a whopping six figures.

Everybody Wins is a promotion run by Distinctive Assets, a marketing agency based in Los Angeles that specializes in high-profile celebrity placement. Everybody Wins ensures that every top actor and director nominated receives a gift bag, regardless if they win or not.

This Oscars season, the Everybody Wins swag bags are stacked with prize goodies. The contents include (but are not limited to) an array of beauty and lifestyle gifts, a $40,000 getaway to a Canadian estate, luxury vacations to coastal Italy, facial rejuvenation procedures, and even plots of land in Australia.

Distinctive Assets has done the Oscars gift bags for the past two decades, and each year seems to get even better. They recently posted a sneak peek of what’s going into their Oscars gift bags on their Instagram.

Oscars gift bags highlight small businesses

One of the missions of the Everybody Wins campaign is to include small businesses in their gift bags, with the goal of bringing more visibility to a diverse set of companies. This year, 50% of the businesses included in the swag bags are women- and minority-owned.

“While our gifts may be famous for being fun, fabulous, useful, and unique, they also serve a grander purpose,” divulged Distinctive Assets founder, Lash Fary.

Fary continues, “most of the brands we include are from a diverse and inclusive array of small businesses who meaningfully benefit from the global exposure that being associated with Hollywood’s Biggest Night affords them. This is celebrity marketing with a mission.”

Not everyone takes advantage of the Everybody Wins gift bags

Though the price tag for the Oscars gift bags has many in awe, the prizes are not entirely free. Rather, anything that celebrities do accept from the bags is taxable and considered a form of income.

Most celebrities will not redeem everything included in the bag, and some may refuse it outright. Last year after the 2022 Oscars, actor Denzel Washington turned down his swag bag.

Fary argues that for celebrities, it’s still worth it after taxes.

“Let’s face it,” Fary says, “if you’re Cate Blanchett paying taxes on a $5,000 gift for something fun, that’s still a pretty good deal.”

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