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Estée Lauder To Be World’s First Brand To Shoot An Ad Aboard The ISS
By Mikelle Leow, 23 Sep 2020
Images via Thiti Sukapan / Shutterstock.com and Shutterstock
Estée Lauder’s products cover numerous corners of the earth, but the brand has now set its sights upwards to shoot the first-ever ad campaign on the International Space Station.
The luxury skincare company has partnered with NASA to launch 10 bottles of Advanced Night Repair serum into space to be photographed and filmed by astronauts in zero gravity.
The shoot is expected to take more than four hours, and the brand will pay US$17,500 an hour for the space crew’s time, according to New Scientist, via B&T.
Estée Lauder will reportedly fork out US$128,000 for a Northrop Grumman Cygnus spacecraft to carry the wares to the ISS.
NASA has occasionally made the ISS available to private companies for marketing and entertainment initiatives, and intends to use the profits for the space station’s upkeep.
Stephane de la Faverie, Estée Lauder’s president, said the brand is pursuing the otherworldly plan because he is 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 added.
[via B&T, cover image via Thiti Sukapan / Shutterstock.com and Shutterstock]
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