Brian Franz has been appointed chief technology and transformation officer at Estee Lauder, the first time the beauty group has created a combined C-suite role that blends technology leadership with a company-wide transformation agenda.
New role expands AI remit
The 18-month veteran who already oversaw data, technology and analytics will now also direct the global IT organisation, deepen collaborations with partners such as Shopify and Accenture, and champion the use of artificial intelligence across both consumer-facing and internal processes.
AI tools for employees and factories
Franz says the priority is to give all 14,000 employees access to productivity tools like Microsoft Copilot and ChatGPT. At the same time, the company is rolling out narrower AI applications that speed up product formulation and improve efficiency on manufacturing lines.
"The running and operations of technology every day has to get more and more productive," Franz said.
One example is a scent-advisor built with Google Cloud for the Jo Malone London brand, which helps shoppers discover fragrances via an AI-driven interface. Another is a "formula navigator" that has cut product-development time by roughly 20 per cent.
Partnerships and pilots
In addition to Google Cloud, the group is working with Adobe to use generative AI in digital marketing campaigns, and has launched "Ella", an AI assistant that guides operators through equipment issues and reduces line-changeover times.
Franz also introduced a "reverse mentor" programme, pairing younger staff who are early adopters of AI with senior leaders, and identified AI champions within each of the company's brands to drive adoption.
Looking ahead
The AI push is a core element of the "Beauty Reimagined" turnaround plan introduced by CEO Stephane de La Faverie. After a period of weak demand, the strategy has already yielded stronger fourth-quarter results, driven by luxury fragrances and skincare.
Franz's mandate includes improving demand forecasting, streamlining plant operations and enhancing the omnichannel shopping experience. The next steps involve extending Shopify's new AI-driven discovery feature to the M.A.C brand and scaling AI-enabled tools across the portfolio.
While the initiatives are still early, Franz stresses that cultural change is essential, technology will not adopt itself.