The 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. In a press release, Estee Lauder highlighted it being the “first beauty brand to go into space” as a means to tout its “skincare innovation.”

The Northrop Grumman Antares rocket that will transport the skin serum as part of a supply run is scheduled to launch on Tuesday night from Wallops Island, Virginia. The Cygnus cargo craft will then dock on the space station early Saturday.

Estee Lauder’s push into micro-gravity is part of NASA’s effort to commercialize low-earth orbit and make it a domain where private enterprise eventually does business as routinely as the government conducts spacewalks. 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.

“We need to expand people’s perspective on what we can accomplish in space,” said Phil McAlister, NASA’s director of commercial spaceflight development.

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