Adobe has partnered with The Estée Lauder Companies (ELC) where the company is adopting Adobe Firefly and redefining its process of launching digital marketing campaigns through generative AI. As the parent company to brands such as Clinique, Estée Lauder, Jo Malone London, La Mer, and M•A•C Cosmetics, ELC connects with consumers across roughly 150 countries and territories.
With a strong focus on innovation and speed to market, ELC is investing in digital advertising to engage its diverse and unique consumer base. By integrating Firefly across existing Adobe Creative Cloud workflows, ELC will drive efficiency, accelerate campaign execution and empower creative teams to recapture time—and focus on ideating and creating new artistic concepts.
Across digital channels, different formats (text, image, shopping, app promotion) and sizes for marketing campaigns contribute to hundreds of thousands of assets needed every year. Teams are burdened with repetitive tasks that take time away from driving new design concepts and connecting with different audiences.
A key focus of this partnership includes driving transformative innovation to accelerate speed-to-market, as well as boosting consumer-facing investments to accelerate new customer acquisition.
“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 Justin Edwards, Vice President, Global Digital Creative and Brand Image, M•A•C Cosmetics.
“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,” he added.
“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. 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,” said Varun Parmar, General Manager, Adobe GenStudio and Firefly for Enterprise.
“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. 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,” said Yuri Ezhkov, Vice President, Creative Center of Excellence, The Estée Lauder Companies.
