Home NEWSINDUSTRY NEWS Estée Lauder’s out of this world campaign!

Estée Lauder’s out of this world campaign!

by Arun Shirishkar

Beauty industry giant, Estée Lauder is spending $128,000 (INR 94 Lakh) for NASA to fly 10 bottles of its bestselling ANR serum, to the International Space Station for a photo shoot

Estée Lauder will become the first beauty brand in space after NASA launches its Advanced Night Repair Synchronized Multi-Recovery Complex aboard the Cygnus spacecraft on September 29th, 2020 as part of NASA’s efforts to “enable business opportunities on the International Space Station.”

Estée Lauder’s marketing campaign in space
According to Estée Lauder, the night repair serum will be photographed for use on the brand’s social media platforms.​They chose its Advanced Night Repair Synchronized Multi-Recovery Complex to go to space because the “iconic product has shaped the future of skincare with a legendary legacy of firsts.” In 1982, it was reportedly the first night time repair serum in the industry and the first beauty product to use hyaluronic acid.

Insights from the Estée Lauder team
“We are thrilled to reinforce our leadership once again as the first beauty brand to go into space,” said Stéphane de La Faverie, group president The Estée Lauder Companies & global brand president, Estée Lauder. “NASA is at the forefront of space exploration, and as a leader in skincare innovation, Estée Lauder is proud to support the incredible work NASA is doing to promote a space economy by being the second-ever commercial product to launch.”

Phil McAlister, director of commercial spaceflight development at NASA Headquarters, said: “NASA is opening the International Space Station to business as part of the agency’s efforts to enable a robust low-Earth orbit economy. Agreements like these directly support NASA’s broad strategy to facilitate the commerci­alization of low-Earth orbit by U.​S. entities by demonstrating new markets utilizing the unique environment of space.”

Source: Global Cosmetic Industry

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