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Guests arriving at USA Network's event atop the High Line in New York last summer found a receiving line of umbrella-wielding staffers, who provided shelter all the way to the entrance of the covered bash.

At Lacoste's Coachella pool party in the blazing desert sun, cigarette-style girls, clad in Lacoste gear, passed Kiel's sun-protection products.

For a recent press event in Los Angeles, Paul Frank brought Starring Fragrances for a station that gave guests the chance to take home custom fragrances, made on the spot according to their individual tastes.