Estee Lauder boosts AI marketing efforts
Estée Lauder Companies (ELC) has partnered with artificial intelligence (AI) marketing platform Profound to scale its Generative Engine Optimisation (GEO) and AI marketing capabilities. This move aims to enhance ELC’s AI-powered discovery across its beauty brands, including MAC Cosmetics and Jo Malone London.
The partnership will provide ELC with a unified view of how its brands appear across major AI search platforms globally. Profound will offer insights into when and how ELC brands are recommended, as well as opportunities to improve visibility and accuracy.
Enhancing Consumer Discovery
Aude Gandon, Global Chief Digital and Marketing Officer at ELC, stated that the way people discover beauty is being rewritten in real-time, and ELC intends to shape this shift. The partnership with Profound will enable every brand in ELC’s portfolio to show up distinctly, consistently, and accurately wherever consumers are asking for recommendations.
Profound’s tools will be used to optimize content across ELC brands’ product description pages, blogs, and YouTube channels. This will ensure that product information, ingredients, claims, and benefits are optimized for consumer visibility and easier for large language models (LLMs) to understand and surface content to consumers.
Industry-Wide Transition
James Cadwallader, CEO and Co-founder of Profound, noted that ELC recognizes the importance of understanding how its brands are represented across AI platforms. ELC is taking a strategic approach to GEO, setting a new bar for enterprise AI visibility in the prestige beauty category.
The move follows ELC’s announcement of strengthened Amazon and AI capabilities, with expanded leadership roles for executives Brian Franz and Amber English. Franz was appointed Chief Technology and Transformation Officer, while English was named President, Digital and Online, The Americas and Global Amazon Lead.
ELC’s decision to partner with Profound is a result of the company’s efforts to improve its online presence and provide a better experience for its customers. They are working to ensure that their brands are well-represented across all major AI search platforms, and that consumers can easily find and discover their products.
