Coty Writes End-to-End Gen AI Content System with Pencil

Coty is penciling in a new partnership with generative AI marketing platform Pencil to write real-time, AI-powered content creation for the Happi Top 50 Company’s Consumer beauty division.

With a transformation and creative team led by sister company Jellyfish, Pencil’s end-to-end content platform 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. Coty Consumer brands include CoverGirl, Rimmel, Sally Hansen and Max Factor among others.

Officials say the partnership marks the next phase of the collaboration; Pencil established a dedicated, embedded team at Coty since July 1.

“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. “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.”

Extracting Value

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.

Since 2018, Pencil has produced 10 million ads and processed more than $4 billion in media spend, which gives it a proven ability to predict content performance before it runs, using both generative AI and predictive AI.

“The brands who win in the future will be those who are best at leveraging Gen AI,” said Pencil CEO Will Hanschell. “Coty has really leaned into how transformative AI can be for marketing when deployed with clarity and intent. This focus on end-to-end application at scale means the opportunity to extract value from AI and drive growth is huge.”