How Capgemini redefined its relationship with a global beauty leader

Capgemini told us their three primary goals for the campaign were:

• To build the brand’s pipeline and revenue growth for AI solutions and services.
• To position Capgemini as a credible joint voice in the market alongside an iconic beauty brand, and to gain public recognition as a leading partner in the industry.
• To establish Capgemini as a force for innovation that’s shaping the future of the beauty industry, captured in the thought leadership position ‘The Beauty of Tomorrow, Today.’

Capgemini and Differentiated knew the campaign needed firm strategic foundations. So together, we developed:

• A distinctive creative concept – ‘The Beauty of Tomorrow, Today’ – and visual identity to apply across all ABM deliverables and assets.
• A messaging framework aligned to the brand’s priorities for focused, consistent communication.
• A multi-channel ABM plan that included creating a significant volume of bespoke thought leadership and event activations.

With foundations set, we moved to activation.

Execution

The campaign’s primary communication channel was via the Capgemini Global Client Partner (GCP) for this renowned brand. As an Executive Vice President with years of experience in beauty and consumer retail – and that gave her credibility with senior business and IT leaders. Her insight and expertise built confidence with stakeholders and showed Capgemini not just as a provider, but as an innovative, forward-thinking force in the industry.

The GCP shared a mix of original and curated content on LinkedIn, spotlighting AI and technology’s role in the future of beauty, and targeting CIO’s and other key stakeholders. A targeted LinkedIn media spend backed up the GCP’s organic posts to drive broader engagement.

Capgemini’s Global ABM team – supported by internal creative specialists and Differentiated – developed high-value hero assets designed to engage different stakeholder groups throughout the campaign. These included:

• An Innovation Manifesto for the beauty brand – an engaging digital asset that brought the ‘Beauty of Tomorrow, Today’ theme to life by exploring opportunities in AI and GenAI.
• A Strategic Business Review video that summarised the partnership opportunity, for use in RFPs and other engagements.
• A GenAI video showcasing Capgemini’s AI capabilities and achievements with the global beauty leader, including the Beauty Genesis AI assistant and virtual beauty try-on technologies.

As the campaign gained traction at a senior level, Capgemini began engaging with the beauty brand in earnest, demonstrating just how strong their innovation and GenAI capabilities are. This was key to building Capgemini’s credibility, and showed they could walk the walk as well as talking the talk.

One of the most significant milestones was the co-creation of a joint go-to-market (GTM) plan, developed with the brand’s Director of Global Communications. This plan set out how both brands would appear side by side at industry events and on global stages – presenting a united front as leaders in beauty technology. It became the start of a more trusted relationship, giving the two brands a shared voice in the market and the confidence to tell their story together.

Results

The campaign proved transformative for Capgemini, delivering powerful returns and lasting impact.

Campaign results 1: The numbers

• The campaign has so far delivered substantial confirmed revenue for AI/Gen AI and supply chain solutions and services, against a moderate spend – equating to an approximate ROI of 19,600%.

• A further significant value of pipeline revenue opportunity has been identified for conversion.

• LinkedIn ads from Capgemini’s GCP promoting thought leadership achieved higher impressions, capturing key stakeholders’ attention, especially the CXOs, and saw a significant increase in clicks, highlighting its relevance. They also generated over twice the engagement rates of regular ads.

Campaign results 2: Transformed perceptions

For Capgemini, helping to generate millions of dollars in revenue represents a significant achievement. But the real return on this campaign lies in the influence Capgemini have gained, and its success in increasing Capgemini’s visibility at the highest (CIO) level within the brand’s technology organisation.

It’s also redefined Capgemini’s visibility within the beauty industry, and elevated their credibility through association with the industry leader.

The partnership reached a turning point when the two brands began appearing together at marquee events and public forums. For example:

• CES 2025: At the world’s biggest technology expo, the brand’s Global Beauty Tech Services & Open Innovation Director joined Capgemini on stage for a fireside chat, and later described Capgemini’s contributor as ‘inspiring’ in a LinkedIn post.
• Harvard Business Review & Technology Innovation Incubator event: Capgemini were invited by the brand to discuss a new HBR publication on AI authored by two Capgemini experts. This led to opportunities for Capgemini to promote the publication to their customers and the wider industry, with the beauty brand’s innovation incubator manager describing the session as “truly insightful and informative”.
• The global beauty leader chose to feature in Capgemini’s Annual Report, showcasing their work together on a new Research & Innovation Global Delivery Centre. With 64% of its build dedicated to Green Science, the centre is helping to drive innovation, sustainability and better ways of working for the future of beauty.

Together, the two brands began speaking with one voice – shaping the conversation on the future of beauty and technology. For the leading beauty brand to stand publicly alongside Capgemini was proof of trust, and a sign of just how far the relationship had grown. For example:

• Capgemini Consumer Trends Report 2026: The beauty brand is in discussions to help shape and potentially contribute to Capgemini’s annual leadership report on consumer behaviours, a respected publication that will be featured at CES and National Retail Federation events.
• Capgemini Cloud Realities podcast: With 455,000 subscriptions and 3 million downloads across 100 countries, this is Spotify’s second most influential podcast. So it’s another big vote of confidence that the company’s Sustainable Sourcing Director had already committed to take part – set to share their opinions on supply chain innovation and sustainability for FMCGs in an upcoming episode.

Glowing reviews

What was once a relationship of delivery is now a partnership built on trust. Capgemini is no longer seen as an IT service provider, but as a trusted advisor – a voice with the power to influence future investments and help shape the brand’s boldest AI and technology transformations for years to come.

In the words of Capgemini’s GCP:

‘Account-based marketing helped establish new client relationships where we did not have connections before, creating a new dynamic for how our clients perceive Capgemini. We’ve built significant new alliances with target executives in the global beauty leader’s Groupe’s Digital Marketing and Technology office, an important growth area for

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