MUMBAI: The world of beauty is getting a digital makeover as The Estée Lauder Companies (ELC) partners with Adobe to redefine marketing campaigns using Firefly, Adobe’s generative AI suite. By integrating Firefly into its Creative Cloud workflows, ELC aims to speed up campaign execution, empower creative teams, and streamline content production across its prestigious brands, including Mac Clinique, and Jo Malone London.
With digital campaigns demanding hundreds of thousands of assets yearly, ELC is embracing AI-powered automation to eliminate repetitive tasks and refocus designers on crafting stunning, high-impact visuals. Firefly’s Generative Expand feature will ensure content resizes seamlessly for different digital platforms, enhancing ELC’s Beauty Reimagined strategy, its bold vision to become the world’s most consumer-centric prestige beauty brand.
“Maintaining mindshare on digital channels such as social media is important in the competitive beauty industry, but oftentimes the content requirements for each platform stresses our ability to deliver new campaigns,” said Mac Cosmetics vice president for global digital creative and brand image Justin Edwards. “The Mac Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services, and we believe it will remove hurdles that currently prevent our designers from focusing on their craft.”
“Adobe Firefly Services APIs surface decades of Adobe innovation across our foundational AI models and applications such as Photoshop and InDesign, to assist with daily tasks that are crucial but can often be repetitive and time-intensive,” said Adobe Genstudio and Firefly for Enterprise general manager Varun Parmar. “The Estée Lauder Companies have shown an incredibly compelling and practical application of generative AI, which allows design teams to focus more time on their craft and ideating eye catching creative for its portfolio of nearly 25 brands.”
“At The Estée Lauder Companies, we need to keep pace with a changing environment where an increasingly large share of transactions is happening through digital channels such as mobile devices,” said The Estée Lauder Companies vice president for creative center of excellence Yuri Ezhkov. “We have a trusted partner in Adobe to provide generative AI technologies that are safe for commercial use, with tools that enable our design teams to operate more nimbly and be free to focus on ideating.
Alongside AI adoption, ELC is revamping its Digital Asset Management (DAM) system using Adobe Experience Manager Assets to optimise image storage, search, and performance insights. This upgrade allows for faster content creation and real-time insights, ensuring that campaigns stay ahead of trends in the ever-evolving digital space.
