Adobe has announced a collaboration with The Estée Lauder Companies, allowing the beauty firm to adopt Adobe Firefly, a generative AI technology, to innovate its digital marketing campaign launch processes.
The Estée Lauder Companies, which owns leading brands such as Clinique, Estée Lauder, Jo Malone London, La Mer, and M·A·C Cosmetics, has a wide-reaching consumer base across approximately 150 countries. By incorporating Firefly into its existing Adobe Creative Cloud workflows, the company aims to enhance efficiency and accelerate the execution of their campaigns, enabling creative teams to focus more on ideation and generating new artistic concepts.
ELC is also set to use Adobe Experience Manager Assets as a Cloud Service to enhance its digital asset management system, which is expected to drive greater operational efficiency. This improvement will allow assets to be uploaded more swiftly, with improved search capabilities for teams to easily locate assets and gain insights on their usage and performance, thereby reducing the time required to prepare and deliver assets for digital campaigns.
Justin Edwards, Vice President of Global Digital Creative and Brand Image at M·A·C Cosmetics, highlighted the importance of maintaining visibility on digital channels. "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," Edwards stated. "The M·A·C 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."
This partnership is part of ELC's strategic plan, titled Beauty Reimagined, which underscores their ambitions to become the most consumer-centric prestige beauty company globally. This strategy involves driving transformative improvements to quicken the pace at which new products are brought to market and enhance consumer-focused investments to attract new customers.
Varun Parmar, General Manager of Adobe GenStudio and Firefly for Enterprise, discussed the practical applications of generative AI. "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," Parmar mentioned. "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."
According to survey findings cited by the company, content demands are expected to multiply significantly by 2026, making generative AI an impactful tool for ELC creatives, simplifying production tasks to enable greater focus on developing new ideas.
With an updated digital asset management system in place, ELC intends to bolster its library of images, logos, and other assets that form the basis of digital content. "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," stated Yuri Ezhkov, Vice President of Creative Center of Excellence at The Estée Lauder Companies. "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."
