THE WHAT? Coty has partnered with generative AI platform Pencil to build an end-to-end AI-powered content creation system for its Consumer Beauty division.

THE DETAILS  The partnership will integrate Pencil’s AI marketing platform across Coty Consumer Beauty brands including CoverGirl, Rimmel, Sally Hansen and Max Factor. The platform will support the full content workflow, from ideation and copywriting to image and video production, enabling Coty’s teams to create and optimize marketing content more efficiently.

The initiative will be supported by a transformation and creative team led by Jellyfish, with Pencil establishing a dedicated embedded team at Coty from July 1 to integrate into campaign workflows globally.

THE WHY? The collaboration supports Coty’s push to modernize marketing operations and improve content efficiency as beauty brands increasingly adopt AI-driven consumer engagement tools.

Source: PR Newswire