What is Space Commercialization?
Everyone knows we’re in the midst of a (literal) moonshot mission. But don’t be distracted by the hype around Richard Branson vs. Jeff Bezos vs. Elon Musk’s space tourism.
MFactor is a proprietary tool that measures cultural momentum through topic modeling and sentiment analysis.
Their advancements in commercial space travel are turning the topic of “space” from a niche Velocity topic to a more mainstream “Mass” topic because space travel & tourism always felt like a far off fantasy… today’s launch finally makes space tourism feel like reality.
Everyone is so focused on getting to space… but you are focused on the wrong part of the space race. We know we can send people to space… we’ve been doing that since the ‘60s.
The topic that’s bubbling under the surface & gaining velocity: CPG brands investing in space -- product innovations, marketing initiatives, and influencers. While Branson, Bezos, and Musk are talking about getting us to space, the real innovators are focused on what comes next -- the more nuanced elements of actually being out in space.
There are two brand leaders that are investing in Space in a new way: Esteé Lauder and Colgate.
In Sept. 2020, as part of NASA’s low-Earth-orbit commercialization program (which is separate from ISS National Laboratories' efforts), Estée Lauder sent 10 of its Advanced Night Repair bottles to space in order to be photographed by astronauts. Those assets were used as marketing materials. Estée Lauder Companies said in Sept. 2020 that the bottles would return to Earth this spring and that at least one bottle will be auctioned off later in 2021, with profits donated to charity.
An Estée Lauder spokesperson said “As a beauty industry leader in science and innovation, Estée Lauder is always looking toward the next frontier of skincare and we were inspired by the work NASA is doing to lead space innovation.”
Estée Lauder is also funding research and experiments unassociated with its brands that will head to space in the fall of 2021.
Colgate-Palmolive sent an oral care experiment to outer-space in early June in what was aptly considered “one small step for man, and one big step for the beauty and personal care industry.”
The experiment was aboard Space X’s 22nd supply reload mission headed to the International Space Station. The experiment, one of dozens launched with support from the ISS National Laboratory, is part of a larger effort by both the ISS National Lab and NASA to commercialize space.
Colgate-Palmolive’s experiment centers around learning more about the growth and metabolism of oral biofilms… “What this experiment enables us to do is create new toothpaste and other types of [oral] therapies. [It] could impact 60% of the population who get gum disease. It is a huge opportunity for us to learn more about the formation and the prevention of dental plaque,” said Patricia Verduin, Colgate-Palmolive CTO.
It’s not just about getting TO space, it’s about solving the potential challenges once we are there. Brands, businesses and organizations across sectors have an opportunity to identify how they can authentically lean in and leverage this momentum moment.