Coty Partners with Pencil to Scale AI-Driven Content Creation Across Consumer Beauty
Beauty giant Coty has entered into a strategic partnership with Pencil to integrate real-time, AI-powered content creation across its Consumer Beauty division. The collaboration will embed Pencil’s end-to-end generative AI platform across Coty’s mass-market brands, including CoverGirl, Rimmel, Sally Hansen, and Max Factor. The platform is designed to help marketing teams produce, deploy, and optimize content at scale while maintaining brand consistency and governance.
“Our brands operate in a high-velocity consumer environment, but speed without control doesn’t scale,” said Gordon von Bretten, president of consumer beauty at Coty. He emphasized that the partnership will enable faster and higher-volume content creation without compromising brand integrity or data ownership. As part of the next phase, Pencil will deploy a dedicated embedded team within Coty starting July 1, working directly across campaign workflows in global markets.
Founded by Will Hanschell, Pencil has generated over 10 million ads and processed more than $4 billion in media spend using generative and predictive AI technologies. Hanschell noted that brands leveraging AI effectively will shape the future of marketing. The move comes as Coty, under interim CEO Markus Strobel, sharpens its focus on core brands following a strategic review of its consumer cosmetics division, including evaluating partnerships, divestitures, and potential spin-offs for brands such as Rimmel and Max Factor.
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