As the Oscars draw near, people are buzzing about more than just movies and actors. They're also talking about one of the event's most famous customs — the fancy gift bags given to certain nominees.
The 98th Academy Awards will happen on March 15, 2026, at the Dolby Theatre in Los Angeles (March 16 in India). As in previous years, nominees in the top acting and directing categories will receive luxury gift bags packed with premium products, travel experiences and lifestyle services.
For more than two decades, the so-called “Everybody Wins” gift bags have been curated by Distinctive Assets, a Los Angeles-based marketing firm. The bags are prepared independently of the Academy but have become closely associated with awards season.
According to the company, the initiative began 24 years ago and aims to celebrate nominees while offering smaller brands an opportunity to reach a global audience.
Marketer Lash Fary, who oversees the curation, said the concept is also about supporting emerging businesses.
“This is something we do independently of the Academy with the intention of elevating small businesses, female-founded brands and minority-owned companies,” he told Reuters.
This year’s gift bag is presented in the form of a compact suitcase and is estimated to contain products and experiences worth around $350,000 (approximately Rs 3.2 crore).
The bags have stuff from different groups such as:
Businesses pay Distinctive Assets to put their products in the bags. This helps them get noticed by famous nominees and news outlets around the world.
Among the participating brands is Rescue Spa, whose founder Danuta Mieloch said the exposure from the Oscars gift bags is significant.
Each bag contains about $450 worth of treatments and skincare products from the brand.
Speaking to Reuters, Mieloch said being associated with the Oscars is personally meaningful.
“I think this is one of the most exciting moments. Coming from Poland 30-something years ago and now being at the Oscars means a lot,” she said.
She added that the association with nominees — who represent dedication and excellence in their fields — aligns well with the brand’s philosophy.
The range of items inside the gift bags is unusually broad. According to Fary, the contents can include everything from small snack products to high-value services such as home design packages.
One such offering could involve anything from a full renovation worth six figures to a smaller interior makeover, depending on what a nominee chooses.
The suitcase-style gift bag also includes five luxury holiday packages. These trips range from winter stays in Finland’s snowy villas to beach getaways in Costa Rica.
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Fary noted that he does not always hear directly from celebrities who receive the gift bags. However, social media often reveals how nominees use the products and experiences.
“Whenever they take a trip and post pictures, or visit a spa for treatments, that’s the best feedback,” he said.
As awards season unfolds, the “Everybody Wins” bags remain a curious mix of marketing strategy and Hollywood glamour — turning Oscar nominations into a showcase for luxury brands, travel experiences and emerging businesses.
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