Coty has partnered with AI company Pencil to embed generative AI content creation across its Consumer Beauty division, covering CoverGirl, Rimmel, Sally Hansen, and Max Factor. The platform enables marketing teams to produce and optimize content faster while maintaining brand consistency. Coty’s president of consumer beauty said speed without control does not scale, stressing the importance of governance and brand integrity. Pencil will embed a dedicated team within Coty from July 1. The AI firm has produced over 10 million ads and processed more than $4 billion in media spend.

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