The beauty marketer will integrate Adobe Firefly Services into its existing Adobe Creative Cloud workflows to increase efficiency and accelerate campaign execution.
As the parent of brands including Clinique, La Mer, MAC Cosmetics and its eponymous label, ELC produces reams of marketing targeted at consumers across about 150 global territories. That amount of work is set to increase. Nearly two-thirds of marketers believe the demand for content will quintuple between 2024 and 2026, per a survey conducted by Adobe.
To meet climbing production needs, ELC has turned to generative AI through partnerships with major tech companies including Google and Microsoft . ELC is leveraging AI with Microsoft to uncover insights and maximize the utility of its data while the collaboartion with Google is around building scalable AI solutions and driving personalization at scale .
That latest partnership sees ELC integrate Adobe Firefly Services, a collection of creative and generative APIs, into its existing Adobe workflows for tools like Photoshop and InDesign. The goal is to help creative teams recapture time spent on repetitive tasks, such as versioning creative across different channels and formats, that can be better used on ideating and devising fresh campaign concepts.
"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 and global digital creative and brand image at MAC Cosmetics, the first ELC brand to experiment with Adobe Firefly, in a statement.
In addition to integrating Adobe Firefly, ELC is now leveraging Adobe Experience Manager Assets as a Cloud Service to better utilize its digital asset management (DAM) system, which houses assets like logos and images that are the foundation for digital content. The improved DAM also promises to shorten the time it takes to build and deliver digital campaign assets.
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