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Agenda-setting intelligence, analysis and advice for the global fashion community.

‘Vibe Marketing’ Is Taking Over Beauty. What Is It?

Generative AI is being adopted across the beauty industry to create everything from product images to formulas themselves, based on prompted “vibes.” As more companies utilise these tools for efficiency, they risk losing the creative touch that separates storytelling from slop.
Five different versions of a MAC Cosmetics campaign appear next to each other in different aspect ratios.
As of this year, Estée Lauder-owned MAC Cosmetics is using Adobe Firefly to create different versions of its digital campaigns. (Estée Lauder Companies)
By
  • Chioma Ezeh

As recently as last year, marveling at AI-generated media required a suspension of disbelief. Impressive, but noticeably premature, like a same-day facelift reveal.

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Further Reading

Unpacking Fashion’s New AI Marketing Toolkit

From Mango to Zalando, fashion brands are using AI tools to produce faster, cheaper and more personalised campaigns — but keeping content on-brand still requires human creativity and strategic control.

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