Estée Lauder goes where no beauty brand has ever gone

According to an article by Cosmetics Business, Estée Lauder is going where no beauty brand has ever gone before – it’s collaborating with the International Space Station (ISS).

The company is set to become the ISS’ exclusive partner for its Sustainability Challenge, which calls for innovators to address the plastic crisis. As part of the partnership, Estée Lauder will be funding the awarded proposals that promise to reduce plastic waste introduction into the environment, reduce virgin plastic manufacturing, and find alternative feedstocks and pathways for polymer production beyond petrochemicals.

These projects will be evaluated by a panel of judges and will be unveiled on March 19, 2022 at Kennedy Space Center Visitor Complex in Florida.

And while the latest collaboration is a huge move for the beauty giant, it’s not its first foray into extraterrestrial marketing. In fact, in October last year, Estée Lauder sent its Advanced Night Repair Serum into space to shoot a commercial. It landed on the ISS “as part of NASA’s drive to commercialise low-Earth orbit and open the station up to business in a beauty industry first.”

Estée Lauder Companies group president, Stéphane de La Faverie, said the company’s current venture is an initiative that "could be truly transformative" for the company, consumers and the planet.