Prime Highlights-
- Estée Lauder Companies will deploy Profound’s AI marketing capabilities across its global brand portfolio.
- The partnership will help optimize product and marketing content for discovery through generative AI platforms.
Key Facts-
- The Estée Lauder Companies is a global prestige beauty company with a portfolio of beauty brands.
- Generative Engine Optimization helps brands improve how their information is understood and surfaced by AI-powered search and recommendation systems.
Background-
The Estée Lauder Companies has announced a global strategic partnership with AI marketing platform Profound to strengthen how its beauty brands appear across generative artificial intelligence platforms. The partnership supports the company’s goal of becoming a leader in AI-driven discovery within the prestige beauty industry.
Under the agreement, Estée Lauder Companies will deploy Profound’s technology across its global brand portfolio. The company will use Generative Engine Optimization (GEO) and AI marketing tools to understand how its brands are represented when consumers use AI platforms to search for beauty products and recommendations.
The partnership will provide a unified view of how Estée Lauder’s brands appear across major generative AI platforms. The company will be able to identify how often its products are recommended, how product information is presented and where improvements may be needed.
Estée Lauder Companies will also use Profound’s agentic tools to improve content across product pages, blogs, YouTube channels and other digital platforms. The work will focus on making information about products, ingredients, claims and benefits clearer and easier for AI systems to understand and present to consumers.
The way consumers find beauty goods is fast-evolving, according to Aude Gandon, Global Chief Digital & Marketing Officer at The Estée Lauder Companies. According to her, the collaboration will enable the business to guarantee that its brands are regularly and accurately displayed when customers use AI platforms to look for recommendations.
The move comes as consumers increasingly use AI assistants to compare products, explore recommendations and seek personalized beauty advice.
