The swag series: celebs get Joe Fresh make-overs at the Tastemakers Lounge

The swag series: celebs get Joe Fresh make-overs at the Tastemakers Lounge

The Joe Fresh beauty station at Tastemakers (Image: Central Image Agency)

Celebrities—they’re just like us, except they make more money and get more free stuff. An unfair irony, we know. As of today, the TIFF swag season has begun. Loaded with jewellery, clothing, makeup, accessories and games, gifting suites are the places where companies can reap mega-exposure if a celebrity picks up their goodies. This year, there are more lounges than ever, and we’ve been snooping around to report back on what they’re offering and what celebs have been stocking up on. At the end of the fest, we’ll name the best of the bunch. First up, Tastemakers.

Goodies from the Tastemakers loot bag

Tastemakers Gifting Lounge

What it is: Every year, Rock-It Promotions sets up its CanCon-heavy swag shop in Yorkville’s Intercontinental Hotel, a hot spot for celeb activity. Murale and Sally Hershberger will be doing makeup and hair on the same floor of the building.

Who goes: In previous years, Jennifer Aniston, Viggo Mortensen, Samuel L. Jackson, Joaquin Phoenix and Joshua Jackson have attended. Many stars pop in without an appointment, but Forest Whitaker and Emily Hampshire are scheduled to drop by.

What they get: A makeup artist is on hand to do quick touch-ups and full red carpet makeup with Joe Fresh cosmetics. For tonight’s opening festivities, Joe’s genius beauty consultant, Simone Otis, will be perfecting pouts before she heads to New York fashion week. Joe manicures are also on offer. Another big perk: Wescan Optical is fitting celebrities with frames from Fysh, Kliik and Evatik. Plus, super-soft bamboo sleepwear from Toronto’s Bamjamz, fold-up ballet flats from Damn Heels, Jessica Jensen purses, blinged-out dog tags from MMCrystal, Nanoblur’s pore-reducing skin care products, and Mattel games (every year, the company has celebs autograph board games, which are then auctioned off for SickKids). Snacks are courtesy of the Junction’s Rawlicious.