2012 Golden Globes airs Sunday at 8p.m. EST on NBC

This "invite only" event geared towards nominees, presenters, celebrities, stylists and media members showcased a variety of luxurious services, new products and even featured non-profit organizations putting their best foot forward in hopes of boosting company recognition, which often in turn leads to an increase in profits.

According to the Secret Room event organizer Rita Branch, companies are selected to participate based on the uniqueness of their product.  “I’m always on the lookout for the latest in health, wellness, and fashion,” said Branch.

The event was so crowded that it looked similar to a busy department store the day after Christmas; a massive influx of people walking around with bags within bags of free products and swag and it seemed like everyone was in a rush to get to the next booth.

A few of the cutting edge products featured were vegan handbags for women, personalized DNA artwork on paintings and t-shirts, chia seeds and even custom shoes.

The featured non-profit organization being represented at the event was To Write Love On Her Arms, an organization raising awareness for addiction, depression, suicide and self-injury while investing directly back to treatment and recovery centers. This booth was one of the more popular ones as people were forming lines to write down about the this year's theme - fears and dreams.

"We are asking people to write down what their biggest fear and their greatest dream is to realize that they are not alone in what they are dealing with," said organization spokesperson Katie Nakken. Guests were also invited to make donations to the cause.

Chick Boss, a company that trains its female employees who have never worked before to be artisans, was also on-hand. "The women come to us illiterate and desperately poor and we invest in them and train them to be jewelers," said company representative Pat Pannell. When asked about why Chick Boss decided to participate in the event this year, Pannell excitedly replied, "We are hoping of course that we are going to be discovered!"

The trend of food companies at the event was health foods, quick snacks and wellness products. Among the food companies was Soyjoy promoting their snack bars. "This is our first time at an event like this; people might be leery at the beginning, but they can see and sample all of our products this way," said Soyjoy employee Francis Garcia.

The main reason why any company would participate in an event like this is pure public relations. It seems like everyone and everything, even charitable organizations are trying to get "big breaks" in Hollywood these days.

To reach reporter Candice, click here.

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