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Estée Lauder uses AI to reinterpret trend forecasts and consumer marketing. The results are beautiful.

Estée Lauder uses AI to reinterpret trend forecasts and consumer marketing. The results are beautiful.

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Today beauty trends move quickly. A moisturizing cream that is hot under generation Z is in the next and the Estée Lauder Companies Inc. (ELC), one of the best -known names of the world in beauty, has to move even faster.

The Estée Lauder companies turned to a thrust on Microsoft 365 Copilot. Together, the partners build a generative AI ecosystem with Copilot Studio, Azure Openai Service and Azure AI search to collect data, identify trends, create marketing assets, inform and generally move moisture creams, lip gloss and make -up onto the market.

Estée Lauder has been in business for almost 80 years and can request a wealth of consumer data such as surveys, clinical studies, advertising campaigns and product use. His Consumeriq, an agent built into Copilot Studio, will place consumer data – one of the largest competitive advantages – on the fingertips of employees.

The lobby of Estée Lauders F&E laboratory in Shanghai.

With Consumeriq, Estée Lauder can quickly react to the moody taste of the consumers. For example, a marketing director has no time to search for a customer survey or to find it worse and to create an existing report. Instead, use natural voice requests to ask Consumeriq to find what you need.

Suppose an influencer raves about an organic lip gloss on Tiktok. A marketing team can use the company's decades of data to find out how customers use lip gloss in markets around the world. Then you can market your own, such as blooming Shine Nourishing Lipglaze from the Sustainable Origins brand or a new development.

Jayesh Mehta, a fire technology leader at Estée Lauder.
Jayesh Mehta.

“This is now as easy to ask as a question and to get an answer,” says Jayesh Mehta, a fire technology leader at Estée Lauder and member of her AI -Assk Force. “Bring the information (to) to your fingertips instead of waiting for someone to research and bring this edition three days later.”

It is part of Estée Lauders Widerer Company Vision, Beauty new to make the company slimmer, faster and more agile. The managers recognized the role of AI and in particular Microsoft Copilot and Agents in the drive for transformative innovations, courageous efficiency and a reinterpretation of how ELC works.

Simply put, with Microsoft's help Estée Lauder uses the speed and performance of AI to promote changes and growth. And a lot is at stake. The effects of generative AI could generate 9 to 10 billion US dollars in the beauty industry around the Globe, reported McKinsey & Company in January 2025.

“Generative AI offers a significant opportunity for the beauty industry -creates more appealing customer experiences that develops from consumers' hands in the hands of consumers and more products more efficiently and much more and much more,” said Shelley Branchs, Microsoft Vice President for Global Industry Solutions, said in April 2024, as the two companies in the creation of the AI ​​innovations in the creation of the AI ​​innovation laboratory in the AI ​​-Innovations -Labor in the AI ​​-Novations -Labor in the AI ​​-Innovations -Labor in the strategy in strategy in strategy in the strategy in the strategy in the strategy.

Estée Lauders edge: a high IQ

The challenge of Estée Lauder Companies was that this data is distributed to the almost 25 brands of the company and the approximately 150 countries in which they work. With the generative AI, its consumeriq agent will analyze the company's archives and data in order to quickly take up the most relevant findings in order to market the current products or develop a new one.

For example, it may take hours to find, check and summarize PDFs and power points for use in a marketing campaign. With Consumeriq, an employee can ask the agent: “What are the latest trends for the Mascara use at Gen Z?” In seconds, Consumeriq can collect, summarize and deliver the answer.

As a result, the marketing team focuses on higher works of value such as the development of a marketing strategy for an mascara that appeals to Z -customers.

Let us assume that an ELC brand thinks about introducing a new moisturizer in the northwest of the Pacific. A marketing -lead can give Consumeriq a simple entry request: “What are popular moisture routines among customers in the state of Washington, Oregon and Idaho?” Consumeriq is looking for a wealth of documents that often call up complex PDFs with diagrams, pictures and other graphics, and share relevant information and share it in seconds.

Shilpa Niranjan, a global IT business partner at Estée Lauder.
Shilpa Niranjan.

“I no longer have to read 300 documents. I just ask the question and she goes into exactly and then runs through the entire data record and then gives me the answer, ”says Shilpa Niranjan, a global IT business partner at the Estée Lauder Companies, who is working on the AI ​​-Sask Force to develop consumers.

Find what is hot – and to act quickly

Data is powerful, but it means little if you don't use it. This is where the second part of Estée Lauder's generative AI ecosystem, trend studio, comes into play.

For decades, the Consumer Insights team has been creating incoming reports on consumer behavior and trends-what customers.

To use this, ELC builds up an agent, mainly with Azure Openai and Azure Ai Search, to recognize market trends, to recommend products based on these trends, to create marketing copies with AI that are tailored to recommended products, and even offer virtual proc-on technology to show what a product will look like. A whole process is optimized and Estée Lauder gets the right product for customers faster.

A touchscreen that shows the virtual app app from Estée Lauder.
Estée Lauder's virtual test experience.

Speed ​​and agility are overwriting goals of Consumeriq and Trend Studio and together will accelerate the time to recognize a trend towards reaction. These goals bind directly into columns of Estée Lauder's change of corporate: remove the complexity, simplify the work of employees and strengthen faster decisions.

Estée Lauder will use his competitive advantage in the fast-moving world of prestige beauty, in which smaller companies often react quickly to the latest trends.

Kalindi Mehta, Global Vice President for Consumers -Prelowing, Strategy and Predictive Analytics at Estée Lauder.
Kalindi Mehta.

“Beauty startups may jump to the latest Tikok trend, but they don't have 80 years of market knowledge like Estée,” says Kalindi Mehta, Global Vice President for Consumer Preliminary, Strategy and Prediction Analysis at Estée Lauder. “And now Estée has the technology to use it.”

These generative AI tools save decision-makers and free employees from a time-consuming, often secular work. The tools will also reduce the repetition work because it will be far easier to know what has already been done in the brands of Estée Lauder.

Only the beginning

Consumeriq and Trend Studio are only the latest steps in the AI ​​transformation of Estée Lauder.

“You really consider this as a AI platform and can still add modules that essentially improve experience.

Jennifer Lee, director of strategic initiatives and predictive analyzes at Estée Lauder.
Jennifer Lee.

In the future, for example, an agent could rationalize production training. Instead of carrying out a dense training manual to find out how to carry out a process, an employee was able to simply ask an agent to call up instructions for this process in seconds.

“It's all part of our innovation -we have to be faster to use these technologies to enable our business in a new and different way,” says Jennifer Lee, director of strategic initiatives and predictive analyzes at Estée Lauder. “It really increases our speed to be able to compete on the market.”

Learn how Microsoft Copilot and agents change today's workplace.

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