Adobe has announced a partnership with beauty and cosmetics giant The Estée Lauder Companies.
The beauty company, which is the parent to brands such as Clinique, Estée Lauder, MAC Cosmetics and Jo Malone, said it will use Adobe’s image, audio and video generative tool Firefly, enabling creative departments to ideate and create concepts.
“The MAC Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services,” said Justin Edwards, Vice President, Global Digital Creative and Brand Image at MAC Cosmetics. “We believe it will remove hurdles that currently prevent our designers from focusing on their craft.”
This news comes only a few weeks after Estée Lauder announced it would be teaming up with Microsoft to use Copilot for marketing insights. The partnership also includes Azure OpenAI Service and Azure AI Search.
The new AI integration is a part of Estée Lauder’s ‘Beauty Reimagined’ strategy, which aims to use the technology in its marketing to boost efficiency and build growth.
The brand launched ‘Beauty Reimagined’ in February, as a means to restore sales and drive better profitability across the company’s brands. With aims to become more efficient and agile to achieve this goal, AI is playing a key role.
“We are significantly transforming our operating model to be leaner, faster, and more agile, while taking decisive actions to expand consumer coverage, step-change innovation, and increase consumer-facing investments to better capture growth and drive profitability,” said Stéphane de La Faverie, President and CEO at The Estée Lauder Companies.
“Together with our talented employees, fundamental values, and incredible brands, ‘Beauty Reimagined’ positions us to lead the prestige beauty industry once again.”
