Est?e Lauder New Product Filmed on the International Space Station
[Asia Economy Reporter Kwon Jae-hee] Cosmetics brand Est?e Lauder is attracting attention by filming an advertisement for its new product in space.
According to CNN on the 17th (local time), NASA astronauts are scheduled to shoot photos and videos for the advertisement of Est?e Lauder's flagship product, the new 'Advanced Night Repair' skin serum, at the International Space Station (ISS) later this month.
CNN reported that this is expected to be the first commercial advertisement filmed in outer space.
However, the astronauts will not appear in the advertisement themselves. NASA's ethical regulations strictly prohibit astronauts from participating in marketing campaigns.
This shoot is part of the 'Space Act Agreement' signed between NASA and Est?e Lauder last year, and Est?e Lauder's partner, Space Commerce Matters, will bear the cost of $128,000 (approximately 150 million KRW) for this project.
Stephan de la Faverie, CEO of Est?e Lauder, attended the American Institute of Aeronautics and Astronautics (AIAA) virtual summit last month and revealed the space filming plan, saying, "My tendency to take risks led me to think of ideas that are somewhat different from conventional and traditional marketing methods."
The Trump administration and NASA have been promoting various projects for years to attract private sector funding for space projects.
In June last year, NASA announced, "As we move full speed ahead toward the goal of landing humans back on the Moon by 2024, we will also collaborate with companies."
Accordingly, NASA signed a collaboration agreement with sportswear company Adidas to involve astronauts in testing clothing and footwear, and in May, it also announced cooperation with actor Tom Cruise for filming a movie on the ISS.
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