Is the universe the ultimate limit for brand marketing?

This post originally appeared on Content Commerce Insider, our sister publication on branded entertainment.

2008. journal article New York Times predicted that the “moonlight advertising” movement would emerge within a decade, with brands that project their logos on the surface of the moon using lasers that can cover “about half the surface of Africa.” Now, thirteen years later, we haven’t come close to advertising on the moon, but the universe continues to serve as a source of inspiration for marketers.

With its escapist and futuristic appeal attracting widespread fascination, the universe can be an ideal means for brands to evoke awe through advertising. Back in 1990, the Tokyo Broadcasting System celebrated its 40th anniversary by sending journalist Toyohir Akiyama to the Russian space station, at a cost of about $ 12 million. Other companies have used space to create excitement around their products Pepsi sending a replica of its flagship drink to float outside the Russian space station in 1996 to an Israeli dairy company Tnuva, who shot an ad on the Mir space station in 1997, the first commercial to be filmed in space.

Fast forward to 2021, 60 years since the first man was sent into space, and now almost every brand wants to launch itself into the wider one. According to a 2017 Bank of America Merrill Lynch report, the space industry could be estimated at $ 2.7 trillion by 2030.

In 2019, NASA announced that it was opening the International Space Station for business occasions, ultimately allowing private missions for commercial purposes. American beauty brand Estée Lauder adopted the earth early, paying $ 128,000 last year for NASA astronauts to photograph ten bottles of its Advanced Night Repair serum at the Cupola Observatory with large windows on the International Space Station.

Although Estée Lauder’s expenses were much less than the millions spent on space advertising in the past, working in space is still an extremely expensive undertaking – she will invest tens of millions in organizing an independent trip.

Companies are having more and more conversations about public space tourism in orbit, with well-known start-ups Axiom Space I am selling $ 55 million to stay on a SpaceX capsule last year. For now, the universe remains an extremely expensive empire, which the vast majority of consumers can only afford to try, for example, by wearing the NASA logo on their clothes.

Bert Ultrich, a NASA multimedia agent, told the Los Angeles Times in 2019 that he received more requests daily to use the organization’s logo, which has become commonplace on the street with clothing thanks to collaborations with brands like Nike,, Vans, i Alpha Industries.

Chinese outerwear label Bosideng celebrated the 50th anniversary of the first landing on the Moon in 2020 with NASA’s collection, offering jackets with a logo that took their aesthetic and structural inspiration in spacesuits.

Bosideng x NASA 50th Anniversary Collection. Photo: courtesy of Bosideng

China’s rush for intergalactic cooperation has been noticed due to the country’s rather recent plans to dominate space. In 2014, the Chinese government identified the development of civilian space as a key area of ​​innovation, seeking to take the place of the United States. It is now in second place after the United States in the number of operational satellites in orbit, and the focus on commercial opportunities is also increasing, with 78 commercial space companies operating in China, according to the Institute for Defense Analysis.

It is therefore not surprising that Chinese brands are also motivated to take advantage of this new source of national pride. Brand C-beauty The perfect diary collaborated with China Aerospace Science and Technology Corporation on the eyeshadow palette with the theme of the month to celebrate the Fall 2020 Festival, while the sportswear brand Anta led livestream on Bilibili in November 2020 in partnership with space China who had a kit made to look like a space station, where they showed that their down jackets were warm enough to hatch chickens.

There is another, more defined trend of space companies collaborating for marketing purposes, not just producing space-inspired products. Boutique fragrant house ByredoTravis Scott’s latest collaboration, “Space Rage,” aims to simulate the smell of space – the beauty is that no one really knows what it should be like.