Though cosmos and cosmetics are derived from the same word, we typically think of the former only in in connection to the International Space Station (ISS). But someone thought that it is the perfect place to bring attention to products, and so this marketing story was originally reported in New Scientist.
The product promoted is a newly formulated “Advanced Night Repair” that is to be photographed on board the ISS.
Given the article’s paywall, I couldn’t confirm if it mentions that the NASA and Estee Lauder connection does have a precedent that stems back to 1988. NASA reported that the cosmetics company “uses digital image analyzer and software based on NASA lunar research in evaluation of cosmetic products for skincare.”
The current campaign, however, does not seem to be at all connected to that, nor is it a significant money-maker for NASA. As CNN report, the agreement requires that Estée Lauder’s partner for the project, Space Commerce Matters, contribute about $128,000, which doesn’t cover the cost entailed.
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Certainly that consideration bothered Mark Harris, the writer who reported on the story for New Scientist. In a series of tweets, he shared his concerns on this type of partnership:
Replying to @meharris @NASA and @EsteeLauder
NASA is only charging $10,000/kilo for these activities, compared to its costs of around $70,000/kg – so it’s subsidizing these commercial companies to the tune of $60,000 per kilo. It says it wants to kickstart a low earth orbit economy, but how sustainable is this giveaway?
The beauty products will be quickly followed by a bunch of trinkets and mementos, shipped up in the cargo bags on @SpaceX missions. You’ll soon be able to buy a $500 postcard that say “flown to space.”
Existing commercial partners are getting in on the action. @AlphaSpaceLLC, which has a test facility on the outside of ISS, will start using its scientific payload capacity for “luxury goods and memorabilia”. NASA wants to dedicate 5% of payload & crew time to such activities.
With such a sweet financial arrangement in place, expect to see a lot more brands vying to get into orbit. @Adidas has also signed an agreement with NASA that could see its sneakers being tested on the ISS – and of course Tom Cruise may be shooting a movie there, too….
Beyond the financial giveaway, I do have concerns that this move will be seen as a betrayal by some of NASA’s core science and exploration mission, and thus risk future funding. Thoughts?
Estee Lauder is obviously aiming for the wow factor here, though it also risks having people question if this is truly an appropriate use for a scientific facility. However, as the ones who feel that way are likely not the target market for this product, it is unlikely to have a negative impact on sales.