As beauty brands face pressure to produce more content faster, Estée Lauder’s cosmetics brand Too Faced launched its first fully AI-generated campaign in March for its Ribbon Wrapped Lash Mascara product. The campaign comes amid swirling rumors of a reported sale by parent company Estée Lauder. Founded by Jerrod Blandino and Jeremy Johnson in 1998, Too Faced was acquired by Estée Lauder in 2016 for $1.45 billion, becoming one of the beauty giant’s younger-skewing brands with cheeky product names like Born This Way foundation. Warissara Muangsaen, VP and global creative director at Too Faced, spoke with Retail Brew about Too Faced’s new campaign created in beta using Adobe’s AI-powered Firefly Video Model—which creates video content by converting text prompts and still images into visual clips or animation—before the tool’s public release. In the ad, a ballerina spins in a music box as a black ribbon unfurls, expanding through the room until it wraps around a woman’s eyelashes. The bulk of the ad was created in roughly two weeks, Muangsaen said, adding “AI can be useful to you if you’re an expert in the field you’re using it for.” In this case, Firefly helped speed up the overall creative workflow. Keep reading here.—VC | 
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