But this was no ordinary multimillion-dollar mansion party. This was covert celebrity marketing in action.

The Polaroid Beach House, on a stretch of Malibu coastline known as Billionaire's Beach, has been the site of some of the hottest celebrity parties of the summer. Lindsay Lohan celebrated her 20th birthday there, and she was back two days later for a huge Fourth of July bash that drew Hollywood scenesters Nick Cannon, Kelly Slater, Jesse Metcalfe and Jeremy Piven. Lohan returned a third time last Saturday for a soiree — a lobster feast with fresh crustaceans flown in from Maine — where she joined Paris and Nicky Hilton, Kevin Connolly and Garcelle Beauvais-Nilon.

So where does the marketing come in?

Hollywood's hottest lounged on furniture from Restoration Hardware, protected their skin with sunscreen from Dermalogica and, after a quick dip in the Pacific, showered and shampooed with Alterna products. (The company's top stylist was even on hand to give celebrity tresses a quick touchup.) They dried off with fluffy towels provided by Amazon.com and kicked back in comfy sweats from Victoria's Secret Pink.

The party house is all about product placement.

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