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Beautiful thing - AI is impacting on the beauty industry. L’Oréal Paris applies the foundation.

In common with other retail areas, the beauty sector is finding that AI search is increasingly driven by category authority, earned media and community trust rather than brand-owned content.

That’s the finding of Foundation, a specialist beauty marketing agency, which analysed recommendations across ChatGPT, Gemini, Perplexity and Claude to evaluate which beauty brands appear most frequently, where AI platforms source their answers, and what the results reveal about the future of beauty marketing

Polling more than 1,335 brand mentions and 690 cited sources, Foundation based its audit on 20 prompts designed to reflect how beauty consumers phrase questions to AI tools, rather than how they might phrase a Google search. Each prompt was run through ChatGPT, Gemini, Perplexity and Claude to create a dataset of 1,335 brand mentions and 690 source citations, which was then categorised by brand, category and source type.

The main finding was that AI models consistently...

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Shampoo and cookies get an AI makeover as consumer giants rewire their labs