The Estée Lauder Companies has partnered with Adobe, to adopt Adobe Firefly and redefine its process of launching digital marketing campaigns through generative AI. 
 
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.
 
Yuri Ezhkov, Vice President, Creative Center of Excellence, The Estée Lauder Companies, said, 
 
“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.”
 
By harnessing Adobe’s Firefly capabilities to streamline content production, ELC reinforces its commitment to this vision—ensuring impactful, consumer-driven engagement at scale.
 
This partnership underscores ELC’s Beauty Reimagined strategic vision. A key focus of this plan includes driving transformative innovation to accelerate speed-to-market, as well as boosting consumer-facing investments to accelerate new customer acquisition.
 
Through leveraging Adobe Firefly Services—a collection of creative and generative APIs—ELC can reimagine content production as additional campaigns are required to engage consumers who are more digital than ever. 
 
With features such as Generative Expand seamlessly integrated into existing workflows, images can be intelligently resized and optimized for various formats. Teams can quickly deliver assets with text and imagery intuitively placed, ready for distribution across digital marketing channels.
 
Justin Edwards, Vice President, Global Digital Creative and Brand Image, MAC Cosmetics, commented, 
 
“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. 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.”
 
As part of its new content production workflow, ELC also needed to modernize its digital asset management (DAM) system. The DAM houses the company’s entire library of images, logos, patterns, and more—assets that anchor the creation of digital content. 
 
ELC is now leveraging Adobe Experience Manager Assets as a Cloud Service to enhance its DAM and drive greater operational efficiency. 

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