There is no need to waste time and money trying to get into the Tropicana Bar or Hyde this summer. The party has changed locations. Hollywood hipsters are making the hike up the Pacific Coast Highway to Malibu. The costal town in California is the place where all the cool kids hang out. It is the geographical equivalent to the back of the school bus. Malibu is the coolest new club, making the Polaroid Beach House the VIP section.
Located on a beachfront stretch fondly referred to as billionaire’s beach, the Polaroid Beach house has been the sight for the hottest and most exclusive parties this summer, resulting in a marketing dream. Not only is it a The Place for young Hollywood to see and be seen, it is also The Place for product placement. The house, stocked with collections of products, is a space used exclusively for celebrities’ personal party locale. They do not pay for the space; the brand recognition that comes along with the party pays for itself. The Hollywood elite protected their skin with Dermalogica sunscreen, dried off with towels supplied by Amazon.com, relaxed in Victoria’s Secret sweats, shampooed with Alterna products, and even received styling from the company’s stylist. After Lindsey Lohan’s party, Life & Style magazine featured a promotion to “win Lindsay’s beach-house booty” which was all products given to the house.
The Polaroid house is a two-for-one deal. Celebrities can have fun and companies receive amazing PR. Lindsay Lohan can scour the beach for her latest love interest and Dermalogica can become a coveted skincare line at the same time. Perfect planning, huh?
Posted by Maryam Zarkesh on August 14, 2006 12:28 PM
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