Coty taps Pencil to scale AI-powered content creation across consumer beauty portfolio

USA – Coty has partnered with Pencil, the world’s leading Gen AI marketing platform, to place real-time, AI-powered content creation at the centre of its Consumer Beauty division.

Coty’s consumer brand portfolio includes CoverGirl, Rimmel, Sally Hansen, and Max Factor, along with several other brands.

The aim is to help the company create campaign content faster, including images, video, and copy, while keeping strong control over brand quality, security, and ownership of the materials.

The collaboration also includes a dedicated Pencil team joining Coty from July 1 to work directly inside campaign workflows across global brands and markets.

The platform is designed to cover the full content chain, starting with insight, ideation, and copywriting, then moving into image and video production, deployment, and optimization. 

Under the agreement, Pencil will sit within Coty’s operating model rather than act as an external add-on, meaning the AI workflow is tied directly to day-to-day campaign execution. 

The company says the system is built for enterprise use, with governance, security, and IP ownership built in from the start.

The partnership is part of Coty’s wider content transformation strategy, alongside new digital asset management capabilities, Digital Twins, and Virtual Production. 

Together, these initiatives are meant to modernize how the company produces marketing assets and keep pace with faster consumer demand.

According to Coty, the goal is to scale creativity responsibly while improving efficiency across the business. 

Pencil is an end-to-end generative AI marketing platform that handles the full workflow from content idea generation through production and media deployment. 

Its system combines generative and predictive AI, using performance data to forecast how content may perform before it runs.

Pencil co-founder and CEO, Will Hanschell, stated, “The brands that win in the future will be those who are best at leveraging Gen AI.”

“Coty has really leaned into how transformative AI can be for marketing when deployed with clarity and intent.”

Meanwhile, since 2018, Pencil has made more than 10 million ads and has processed more than USD 4 billion in media spend. 

According to a report by Research and Markets, the global AI in beauty and personal care market is booming, valued at about USD 5.3 billion in 2026 and projected to reach USD 10.86 billion by 2030 with a CAGR of nearly 20%. 

The growth is driven by AI-powered personalization, smart beauty devices, and virtual try-on technologies, with North America currently leading adoption. 

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.