Estée Lauder Set To Be The First Brand To Shoot An Ad On The International Space Station

Estée Lauder Set To Be The First Brand To Shoot An Ad On The International Space Station
SHARE
THIS



Soft and supple skin and space travel don’t typically go hand-in-hand, but that appears set to change with news overnight that cosmetic brand Estée Lauder is set to shoot the first-ever ad campaign in space aboard the International Space Station (ISS).

According to reports, Estée Lauder has teamed-up with NASA to send 10 bottles of its Advanced Night Repair serum to the ISS and have the astronauts capture the “imagery and video” of the product in zero-gravity for an ad campaign back here on Earth.

As part of the deal, NASA astronauts will spend more than four hours capturing the bottles on film and camera.

According to New Scientist, it will cost $US128,000 to send the product to the ISS via a Northrop Grumman Cygnus spacecraft, which will bring an additional 3600 kilos of other supplies to the space station.

Estée will then be charged $US17,500 an hour for the astronauts’ time.

Commenting on the audacious plan, Estée Lauder’s president Stephane de la Faverie told a panel at the American Institute of Aeronautics and Astronautics’ Ascend Summit last month that he was a “risk-taker”.

“That tends to basically come with ideas that are a little bit, you know, outside of the normal, traditional ways of doing marketing,” he said.

In the last few years, NASA has tried to raise funds by opening up the ISS to private companies to exploit for marketing and entertainment purposes. It has said any monies raised would go to maintaining and repairing the ISS.

Back in May, Tom Cruise announced he was working with director Doug Liman on filming his next movie aboard the ISS.

While a media production company called Space Hero Inc. has just announced plans to film the first reality TV show set in space, that will involve selecting one person from a group of contestants to travel to the ISS in 2023.

However, it’s not the first time brands have tried to play in the heavens.

Way back in 2001, Pizza Hut delivered a pizza onboard a resupply rocket to Russian astronaut Yuri Usachov, who was working on the ISS.

Usachov filmed himself eating the pizza that was reportedly “seasoned with extra spices, especially salt since it’s known that taste buds become a little dulled in space”. Check it out below:

 

 

 

 

 

 

 

Please login with linkedin to comment

Estée Lauder NASA

Latest News

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]