Estée Lauder is taking their renowned night serum beyond the stratosphere. This is one giant leap for the beauty conglomerate, skyrocketing their social media presence to new levels.
NASA teamed up with Estée Lauder after they responded to NASA’s call for commercial partners earlier this month. They are forking out $128,000 for a four-and-a-half-hour shoot shot by NASA astronauts.
Interestingly the astronauts themselves will not be featured in the shoot, so do not expect a NASA-inspired skincare routine video anytime soon.
Ten bottles of the ‘Advanced Night Repair’ serum will be launched into space at the end of September and are expected to arrive at the International Space Station no later than October 1st
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The shoot will take place in the space station’s most iconic spot, the Cupola, which boasts panoramic views of Earth. The hexagonal observatory will serve as the backdrop for a series of videos and photos of the night serum.
This partnership kickstarts NASA’s plans to create a space-based economy. They are venturing into commercial opportunities, promising companies an out of this world setting for advertisement.
Estée Lauder is not the first company to use the ISS commercially. Pizza Hut beat them in this particular space race in 2001 when they delivered pizza to residents of the ISS.
The NASA x Estée Lauder photoshoot pioneers NASA’s plan to develop what it calls a “low-Earth orbit economy”. Estée Lauder is the first-ever beauty brand to launch into space with NASA, opening up a galaxy of possibilities for the future of marketing.
By the time the night serums return to Earth in Spring 2021, the potential for space-based advertisement will be astronomical.
Words by Ella Calland
Graphics by Frances Scott
