When global travel is at a standstill, where does one go for a social media campaign? Apparently, to outer space – the International Space Station, to be precise. Estee Lauder is collaborating with the National Aeronautics and Space Administration (NASA) to bring their Advanced Night Repair Synchronised Multi-Recovery Complex on the brand’s inaugural journey to the stars.

A couple of bottles of Advanced Night Repair serum have been delivered aboard a spacecraft on Northrop Grumman’s 14th commercial resupply services mission. The spacecraft will only arrive at the International Space Station after three days.

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With this, Estee Lauder becomes the first beauty brand to participate in NASA’s efforts to bring business opportunities to space, cementing the brand’s dedication to being an industry leader in science and innovation.

Hopefully, the astronauts will get to test it out – recycled air for months on end must be horrible for the skin. After all, the Advanced Night Repair serum was chosen for a reason. The American brand launched the original iteration of this iconic serum back in 1982. It was the first night-time repair serum in the industry, and has set the standard for beauty brands everywhere.

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Close to four decades later, the Advanced Night Repair serum has reaped the benefits of years of research and technological advancements. Patented until 2033, the serum works against the passage of time by keeping your skin plump, firm and moist. Slather it on before sleep, and it kickstarts your skin’s natural repair process while giving it room to do its magic. Apply some before heading out for the day, and it works as a bulwark against environmental assault. This includes free radical damage from pollution, infrared light and maybe even wearing a stuffy mask all day.

Says Stephane de La Faverie, Group President of the Estee Lauder Companies, ““NASA is at the forefront of space exploration, and as a leader in skincare innovation, Estée Lauder is proud to support the incredible work NASA is doing to promote a space economy.”

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Keep your eyes glued to the beauty brand’s social pages: the Advanced Night Repair serum is slated for a photo op at the space station’s iconic cupola window, with the backdrop of Mother Earth some 400 kilometres away.

We might make light of going to outer space for a great pic for the gram, but it well and truly marks the beginning of a new era. Commercial space – both for tourism, or marketing related purposes – is fast becoming a reality.

No word yet on whether moon dust is a suitable exfoliant though.

For more on Estee Lauder’s Advanced Night Repair Synchronized Multi-Recovery Complex, click here.