Kiehl’s is embarking on a space mission to promote its moisturizer for men. The cosmetics brand is launching the old-fashioned spacecraft into the space to test the product in the harshest conditions. The decision of the medium is based on the fact that the brand uses Aerolite material created by NASA to insulate spacecrafts.

The space vehicle is powered with balloons and is equipped with GoPro cameras to it. The moisturizer is sent up into the space to prove its ultimate ability to withstand critical conditions. As the product is created for and targeted at men, the approach had to deal with some tech insights and revolve around men’s passion for flying tech pieces. The campaign has been developed by Night Agency in New York.

The brand is also planning to get consumers on board with the next balloon. Kiehl’s has rolled out a competition which is encouraging consumers to snap a zero-gravity picture and share it using two hashtags, #spaceface and #contest. Users who shared the best submissions will have a chance to get a 3D-printed action figure of themselves that will be taken directly to the stratosphere.