Estee Lauder Pays NASA $128,000 To Shoot A Commercial For Its Anti Aging Serum
Global recession triggered by the coronavirus pandemic has pushed brands to get more creative with their advertising because consumers are cutting back. Within beauty, several companies are spending less on traditional ads, while looking for new ways to break through the glut of content out there.
About Estée Lauder
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc. Founded by Estée Lauder, one of the world’s first female entrepreneurs, the brand today continues her legacy of creating innovative, sophisticated, high-performance skincare and makeup products and iconic fragrances – all infused with a deep understanding of women’s needs and desires. Today, Estée Lauder engages with women in over 150 countries and territories around the world and at dozens of touch points – from in-store to digital. And each of these relationships consistently reflects Estée’s powerful and authentic woman-to-woman point of view.
The U.S. cosmetics giant Estee Lauder's Advanced Night Repair Serum will become the first beauty brand and second commercial product to launch into space. The cosmetic line is paying NASA for a new mission, which involves sending its night serum, Advanced Night Repair serum, to the International Space Station. As a part of NASA’s efforts to enable business opportunities on the International Space Station, Estée Lauder’s is spending $128,000 for NASA to fly 10 bottles of its skin serum to the International Space Station. It will arrive at the International Space Station on October 3rd. Once the serum is out in the stars, the astronauts will take pictures of it for $17,500 per hour of their time.
NASA allows five percent of the space station to be used for commercial companies. While Estee Lauder said it plans to use the photos taken on its social media, the astronauts won't be the ones photographed with the product. Instead, they will take video and photos of the product floating in the cupola of the space station. The images will be used on social media, with the company planning to auction one bottle off for charity when the items return to Earth this spring.
“NASA is opening the International Space Station to business as part of the agency’s efforts to enable a robust low-Earth orbit economy,” said Phil McAlister, Director of Commercial Spaceflight Development at NASA Headquarters. “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.”
Companies from Goodyear Tire & Rubber to Merck & Co have used space for research, and NASA is hoping to expand its use, including private citizens visiting the space station.
You can watch the launch on Facebook as it happens from NASA’s Wallops Flight Facility. You can also register to attend the free event, virtually, on Eventbrite.
Estee Lauder's Advanced Night Repair Synchronized Multi-Recovery Complex is in a newly designed bottle. The serum powerfully fight the look of multiple signs of aging caused by the environmental assaults of modern life. Skin looks smoother and less lined, younger, more radiant and even toned.
Watch the video below: