The Estée Lauder Companies has partnered with AI marketing platform Profound as it looks to understand and improve how its beauty brands appear in generative AI search and recommendations.
The global strategic partnership will see Profound deployed across Estée Lauder Companies’ full brand portfolio, giving the beauty group visibility into how brands including Estée Lauder, Clinique, M·A·C, La Mer, Jo Malone London, The Ordinary and Too Faced are represented across leading generative AI platforms.
The company says it is the first prestige beauty business to deploy Profound’s capabilities globally across its entire portfolio and operationalise Generative Engine Optimisation, or GEO, and AI marketing at scale.
The move reflects a shift in how shoppers are discovering and evaluating products as consumers increasingly use AI assistants such as ChatGPT and Gemini to seek recommendations, compare products and ask for personalised beauty advice before purchasing. Profound will give Estée Lauder Companies a unified view of when and how its brands are surfaced by major AI platforms and identify opportunities to improve their visibility and accuracy.
The beauty group plans to use those insights alongside Profound’s agentic tools to optimise content across product description pages, blogs, YouTube channels and other content at scale. That includes making product information, ingredients, claims and benefits easier for large language models to understand and surface to consumers.
Aude Gandon, Global Chief Digital & Marketing Officer at The Estée Lauder Companies, said, “the way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it.”
“This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations,” she said.
James Cadwallader, CEO and Co-founder of Profound, said “the Estée Lauder Companies recognises that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information.”
The partnership will feed AI representation insights into Estée Lauder Companies’ One Operating Ecosystem as the group looks to understand how consumers encounter its brands across new digital touchpoints.
