Here’s an outtake:
“For many companies, giving away tons of free merchandise [to celebrities] is worth the cost.
RevitaLash scored a PR coup last month when Jennifer Love Hewitt proclaimed her devotion to the eyelash conditioner— telling a throng of paparazzi, “I love RevitaLash!”—while visiting a Golden Globes gifting suite.
Hawking to movie stars has been particularly good to the small Ventura (Calif.) cosmetics company. In 2010 it spent $50,000 sponsoring and supplying film festivals and awards show gifting lounges. The company believes it generated press coverage equal to $2.4 million in advertising expenses.”
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The book even has an exclusive interview with Gavin Keilly of GBK Productions, the celebrity gift suite company who is mentioned in the BusinessWeek article.