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Thursday, 23rd February 2006 (5825 views)

A gold leaf and crystal hammer worth $2,500 is among the gifts that are being sent to Oscar nominees this year, tonight.co.za reports.

The gifting phenomenon, whereby companies give celebrities presents in the hope that they will be seen using their products, has grown into a multimillion dollar industry.

At this year's Grammies, Lash Fary's Distinctive Assets gave presenters of the awards a gift bag worth around $65,000, stuffed with designer goodies including a guitar and a voucher for laser eye surgery.

This year's nominees for best actress at the Oscars will receive a $15,000 Victoria's Secret diamond-encrusted bra and panty set, featuring a Chantal Thomass gold and diamond brooch. Others are to be treated to a 22-carat gold leaf and crystal hammer.

Mr Fary's company aims to "impress the seemingly unimpressible" at the "gift lounges" that have sprung up at awards ceremonies in Hollywood.

"Our industry has been fuelled by pop culture magazines," he said. "They need celebrity content".

And fending off criticism from those who question the ethics of gifting celebrities, Fary claims that "the only backlash is one of misunderstanding".

"It's no worse than Budweiser buying an ad at $1 million for 30 seconds at the Super Bowl," he said.

 

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