Published Mar 07, 2023 • Last updated Mar 08, 202
Products produced by Edmonton companies are bound for some major Hollywood stars.
Effecti-cal, a calcium supplement, and Proflexa, a topical pain relief cream — both products of local health-science company Sinoveda — are due to appear in the “Everyone Wins” nominee gift bags produced by Distinctive Assets, the Los Angeles entertainment marketing agency said in a news release. The agency also said the “six-figure” gift bags will include a vegan retinol serum from the ecoMD product line created by two Edmonton doctors.
Distinctive Assets said Oscar nominees from several acting and directing categories are due to receive the gift bags. The 95th Oscars awards ceremony will be held in Hollywood on Sunday.
For Sinoveda, established in 2006 and co-founded by pharmaceutical scientists and spouses Nuzhat Tam-Zaman and Yun Tam, the chance to get products in the hands of Hollywood luminaries represents a unique moment to shine, Tam-Zaman told Postmedia in an interview.
“How many people know about Edmonton in Hollywood?” Tam-Zaman said. “I think this will be a good opportunity to showcase a brand from not only Canada, but from Edmonton.”
A statement from Distinctive Assets founder Lash Fary said that while the bags are recognized for a number of reasons, they also serve “a grander purpose.
“Most of the brands we include are from a diverse and inclusive array of small businesses who meaningfully benefit from the global exposure that being associated with Hollywood’s biggest night affords them,” Fary said in the release.
When the agency partnered with the the Recording Academy to produce gift bags for Grammy presenters and performers in February, it also included a line of products from Edmonton company ecoMD, created by dermatologist and cosmetic surgeon Dr. Jaggi Rao and his partner Dr. Namita Rao.
Raheela Gangji, brand director for ecoMD, said the inclusion in another round of gift bags is a tremendous honour.
“The response we got from participating in the official Grammy bag was so incredible,” she said, adding that the exposure was also well received in Edmonton.
Likewise, Tam-Zaman said she’s looking forward to the boost that comes with the honour.
“Something like this will definitely enhance our brand,” Tam-Zaman said.
Those due to receive the “Everyone Wins” nominee gift bags include Austin Butler and Colin Farrell, nominated in the actor in a leading role category; Cate Blanchett, Ana de Armas, Michelle William and Michelle Yeoh, nominated for actress in a leading role; Angela Bassett and Jamie Lee Curtis, nominated for actress in a supporting role; actor in a supporting role nominee Judd Hirsch, and directing nominee Steven Spielberg, Distinctive Assets said.