Coty and Pencil, a worldwide generative AI marketing platform, announced a partnership to put real-time, AI-powered content creation at the heart of Coty’s Consumer Beauty division.

Coty Consumer brands include CoverGirl, Rimmel, Sally Hansen, and Max Factor, among others.

A transformation and creative team will be led by sister company Jellyfish, Pencil’s end-to-end content platform. AI-powered content will be embedded across Coty’s Consumer Beauty brands, enabling creative and marketing teams to generate, deploy, and optimize images and videos with greater speed, scale, and efficiency. 

Gordon von Bretten, President of Consumer Beauty at Coty, said, 

“Our brands operate in a high‑velocity consumer environment, but speed without control doesn’t scale. This partnership allows us to increase the pace and volume of content creation while maintaining governance, brand integrity, and data ownership. It’s a step change in how we operationalize creativity across Consumer Beauty.”

This marks the next phase of the collaboration, with Pencil establishing a dedicated, embedded team at Coty from July 1, fully integrated into campaign workflows across brands and markets globally.

Pencil supports the full content workflow, from ideation and copywriting through to image and video production, while meeting enterprise standards for governance, security, and IP ownership. 

The platform will ensure Coty has full ownership of its brands, assets, and data throughout.

For Coty, the partnership sits at the center of a broader content transformation, alongside initiatives including new digital set management capabilities, Digital Twins, and Virtual Production. 

Together, these investments reflect a shared ambition to scale creativity responsibly, improve efficiency, and build a marketing ecosystem fit for the pace of modern consumers.

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