HOLLYWOOD -- Some of Hollywood's hottest stars will be getting the best-of-the-best swag during the upcoming Golden Globes.
Stars will be pampered with massages, fed their favorite desserts, given their favorite make-up, and even signed up for a little traveling.
"Stars have everything," said Nathalie Dubois, and Event organizer for the pre-awards gift lounge at the Golden Globes. " We want to surprise them."
Inside a Beverly Hills Penthouse, over 40 companies from around the world are displaying their top products, giving them all away to celebrities.
Event organizers say it's not just about lavishing the wealthy with more gifts, but rather giving smaller businesses the opportunity to survive by marketing to celebs in hopes of turning their product into a household name.
"When you have someone-a celebrity or star-- that looks at it and likes it and endorses it, it's invaluable," said Renee Aguilar, a small business owner.
Dubois says many smaller business can't afford expensive PR campaigns and by giving their products away, it helps lesser known businesses grow and survive.
If you count in the designer glasses, the latest beauty products and all the swanky accessories, a star could walk out of here with up to $50,000 in merchandise.
"They want to go to Bora Bora. They want to go to Kauai. They want the treatment," said Dubois. "We want them to feel good."