The Estée Lauder Companies is at the forefront of the groundbreaking innovation of Artificial Intelligence in the beauty industry, a sector merging the creativity behind skincare and cosmetics with rapidly growing technological advancements. The brand is building an impactful generative AI use case across several areas of business, including marketing strategies and product innovation.
Generative AI as an opportunity for the future of beauty
The Estée Lauder Companies Inc. stands as a global leader in the creation, marketing, and sale of high-quality beauty products. According to Jane Lauder, the brand’s Chief Data Officer and granddaughter of its founder, technology serves as a powerful ally in supporting their long-standing vision of delivering luxury products paired with meaningful customer experiences. The rise of generative AI presents exciting possibilities for the beauty sector, helping turn this vision into a more tangible reality.
As the parent company of renowned brands like M·A·C Cosmetics, Clinique, and La Mer, Estée Lauder Companies operates across more than 150 countries, catering to a wide variety of consumer markets. To keep pace with increasing global demand and drive innovation, the company has teamed up with major tech players like Microsoft, OpenAI, and Adobe — partnerships that are helping to enhance both creativity and efficiency in their approach to modern beauty.
Estée Lauder’s partnership with Adobe in reimagining the beauty industry
Adobe Inc. is a global software company known for creating powerful tools for marketers, creators, designers, and businesses. Adobe Firefly is a suite of generative tools designed specifically for creative professionals and marketers that helps create images, text effects, designs, and other visual content at rapid speed while keeping brand consistency and creative control.
The Estée Lauder Companies (ELC) and Adobe announced their partnership, in which the brand is adopting Adobe Firefly to reinvent their process of creating and launching digital marketing campaigns through artificial intelligence on March 12,2025. ELC is investing in digital advertising in order to engage its unique and diversified market and drive efficiency, whilst focusing on innovation and dedication to the market. Their aim is to boost transform and accelerate speed-to-market, as well as boost customer-facing investments to accelerate new customer acquisition.
M.A.C Cosmetics as the first to utlizise ELC’s digital marketing innovation
MAC Cosmetics is a brand under The Estée Lauder Companies that has recently become the first to integrate Adobe Firefly, Adobe’s generative AI suite, into its digital marketing. The campaign is a representation of ELC’s efforts to revolutionise the beauty industry and technological user advancements simultaneously. Adobe Firefly was utilised to automate repetitive tasks such as resizing and reformatting market assets, allowing creative teams to focus more on ideation and new design concepts.
Adobe Firefly was utilised to automate repetitive tasks such as resizing and reformatting market assets, allowing creative teams to focus more on ideation and new design concepts. The integration further involved leveraging Adobe Experience Manager as a Cloud Service to modernize ELC’s digital asset management system, reimagining operational efficiency and more rapidly building and delivering creative assets for digital campaigns.
The future of artificial intelligence within Estée Lauder :Virtual Skin Analysis
Estée Lauder’s iMatch Virtual Skin Analysis is an AI-powered tool designed to help users find the most suitable skincare products for their individual needs. By utilizing advanced technology, users can receive personalized skincare recommendations based on their unique skin characteristics. The tool was launched on their website in February 2020, and it still currently available and widely used.
This innovation is a window into the future of personalized, tech-driven beauty. It reflects ELC’s initiatives and strategic vision to reimagine beauty through the application of artificial intelligence
Written by: Mia Quisumbing
Published on: 16 of April 2025