The prominent U.S. cosmetic brand, Estée Lauder, has took a new turn in marketing by being “the first ever beauty brand to participate in NASA’s effort to promote space economy.” Estée Lauder has signed a deal with NASA to promote their one of the best skin care products, Advanced Night Repair Serum or #LittleBrownBottle, as they like to call it, for a photo shoot on International Space Station (ISS).

Ten bottles of the cosmetics company’s Advanced Night Repair serum will be photographed in Earth orbit. (NASA/Estée Lauder/collectSPACE)

With this Estée Lauder becomes the first ever beauty brand to take part in the NASA programme which is working towards devoting 5% of its space station activities to commercial and marketing projects.

According to NASA, the Cygnus spacecraft that was scheduled to be launched on 29 September, 2020, would carry 10 bottles of the product along with the rest of the cargo for a “out of the world” photo shoot.

The spacecraft is supposed to reach the ISS on 3 October, 2020 wherein the photo and video shoot will be carried out by the NASA astronauts in the cupola but the astronauts will neither appear in the images nor use the products. The pictures will then be used by the brand on their social media pages for marketing. It has been said that the earth will be used as a background for the photo shoot. The brand will be paying NASA $128,000 (95 Lakh approximately) for the entire project.

“We are always looking for the next frontier or breakthrough. We are really incredibly inspired by the work NASA is doing to push the boundaries of space exploration, and we saw a lot of synergy between both our brands’ commitment to science and innovation.”-Stéphane de la Faverie, group president of Esteé Lauder (Source: SpaceNews)

The products will be back from the exotic space photo shoot to Earth next spring and the company might auction one of the bottles for charity.

It will be really interesting to see how space and commercialization come together in this project and hopefully help support the space economy and raise awareness about the same. The trends are changing and so are the marketing strategies with new ideas and creativity and it is amazing to see how far we have come! Using the entire earth as a background for a product’s photo shoot! Wow. Now we wait for the official release of the stunning images on Estée Lauder’s official social media handles.