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"Hey, look guys -\u2013 a tricked-out mini-spaceship sailing 23 miles above earth! Also, go wash your greasy faces.\nPersonal care company Kiehl\u2019s has made the connection between outer space and men\u2019s skin care in a social media-based contest and a cheeky science-fair-on-steroids video that debuted this week.\nSo\u2026what is the connection? There truly is one, promises Kiehl\u2019s and its advertising agency, so try to keep up, OK?\nOne of the main ingredients in Kiehl\u2019s Oil Eliminator, a new product in the heritage brand\u2019s male-targeted line, is aerolite, one of the lightest man-made materials on the planet, also known for its porousness. NASA has used a formulation of aerolite in its space missions, including on the Mars Exploration Rover, for collecting space dust and insulating spacecrafts.\nSee also: Heathrow Airport's Busiest Terminal Rebrands for Samsung Marketing Stunt\nWhat better way, then, to introduce Oil Eliminator than to shoot it skyward?\n\u201CBecause it\u2019s part of the product, we decided to leverage the cultural zeitgeist of space,\u201D said Alex Schwartz, copywriter at Night Agency, New York, who helped spearhead the campaign that\u2019s been about six months in the making. \u201CWe wanted to use science and space as a way to talk to men about skin care.\u201D\nThe promotion does dovetail with an upswing in space-related news and entertainment. Neil deGrasse Tyson stars in Fox\u2019s well-reviewed remake of Carl Sagan\u2019s Cosmos, and entrepreneurs Elon Musk and Richard Branson continue to pursue their space endeavors. NASA, meanwhile, had to scrap a \u201Cflying saucer\u201D launch off Hawaii on Wednesday because of bad weather.\nKiehl\u2019s, which uses its 1851 founding date prominently in its packaging, isn\u2019t a traditional print or TV advertiser. It relies more on social media, sampling and word of mouth from its millions of loyalists, often described as a cult following. But it\u2019s not above pulling an eye-catching stunt.\nThe new all-digital campaign uses the 2 1/2-minute video, dubbed \"Put Space On Your Face (In Five Easy Steps)\", along with behind-the-scenes footage on how the ad team created and launched the rig.\nThose executives aren\u2019t scientists or engineers, but they did need lab coats and goggles. And Schwartz said he dusted off some of his Astrophysics 101 from college to help inform their work. Among the challenges: FAA approval for a spacecraft reaching 120,000 feet and temperature control for video cameras and GPS trackers that would be exposed to temperatures that were minus-90 degrees Fahrenheit. The device couldn\u2019t weigh more than 12 lbs. total, with the team launching and retrieving it in rural Pennsylvania last month.\nWhen it did touch down in a grassy field, as shown in the video, one of the ad execs dabbed some Oil Eliminator on his mug, in essence, putting (the product from) space on his face. That product, much like women\u2019s powder or foundation, aims to soak up the oil and cut the shine on men\u2019s skin.\nThe next phase of the campaign will flip the initial concept on its head and put consumers\u2019 faces in space. Night Agency will take photos submitted via Instagram, Facebook and Twitter and turn them into 3D printed astronaut avatars. (Snap those gravity-defying selfies, gentlemen, and tag them #spaceface #contest). The winning mini-astronauts will head to the outer limits in the months to come.\nIt\u2019s not the first time that Kiehl\u2019s has gone to great lengths and heights to promote its men\u2019s products. A campaign called Everest 88 sponsored a climbing team that successfully scaled Mt. Everest, with Kiehl\u2019s lip balm, facial moisturizer and other swag in tow.\n\u201CThis campaign really fits their personality because it\u2019s experiential, social and video all combined,\u201D Schwartz said. \u201CThe brand has a real sense of adventure about it, and they\u2019re not afraid to take the product to unlikely places.\u201D"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/06/12/kiehls-skincare-in-space/>