Global beauty giant Estée Lauder Companies – whose brands include Clinique, Bobbi Brown, Tom Ford Beauty, Too Faced and Jo Malone – is ramping up its data-driven tech capabilities by expanding its partnership with Microsoft to connect data, people, and AI responsibly.
The tie up is a major part of The Estée Lauder Companies’ One Operating Ecosystem, which brings together shared platforms, connected data, and partners with the aim of enabling consistent, scalable, and effective execution across the enterprise.
A key initiative is harnessing the Microsoft platform to advance the company’s unified data platform. This foundation is the core enabler for AI and agility, connecting the company’s data across brands, regions, channels, and functions to reduce duplication, enable reusable data products, and create more consistent access to data driven insights.
The beauty giant operates an AI tool to identify trends and drive marketing innovation as part of a major turnaround strategy. It now uses AI to marry trends with its existing products and innovation to more quickly respond to market demand to drive increased consumer recruitment and loyalty and optimised promotions.
The data-driven approach takes the company’s 200 million-plus customer profiles and merges them with AI functionality to better target new consumers through product assortment, distribution, and media.
Estée Lauder Companies chief technology and transformation officer Brian Franz said: “As we continue to execute on Beauty Reimagined, we are building the future of consumer centricity, in our products, experiences, commerce, and more.
“Our partnership with Microsoft, in addition to the other strategic partners in our One Operating Ecosystem, is powering our teams with the capabilities to ultimately deliver more relevant, personalised experiences that meet consumers’ evolving needs.
“These enhanced capabilities will help us drive sustainable growth, improve productivity, and support margin expansion, creating capacity to reinvest into our enterprise to serve our consumers.”
Microsoft EVP and chief revenue officer Deb Cupp said: “The future of the beauty industry will be shaped by organisations like the Estée Lauder Companies that connect data, people, and AI responsibly. Our expanded collaboration will help turn insights into action at scale, from empowering employees to modernising product development and delivering more meaningful consumer experiences.”
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