Premium Beauty News - Are LLMs already transforming the relationship between consumers and brands?
Anne-Cécile Guillemot - Absolutely. This is no longer a future trend; it is already happening. Around one in three consumers now uses a Large Language Model (LLM) at some point during the purchasing journey, and 42% say these tools increase their confidence when making buying decisions.
The paradox is that consumers are adopting these technologies faster than brands. Many companies are only just beginning to grasp the impact that tools such as ChatGPT, Gemini, or Claude can have on their visibility. Those that delay adapting are already starting to fall behind.
Premium Beauty News - Why are beauty brands particularly affected?
Anne-Cécile Guillemot - The beauty industry has consistently been at the forefront of major digital marketing shifts, from social media to influencer marketing. The rise of LLMs is no exception — except that this transformation is unfolding at an even faster pace.
During a recent webinar with Catherine Chourpa, Global SEO & GEO Manager at L’Oréal, we discussed the group’s very clear objective: ensuring that each of its brands ranks among the top three recommendations generated by LLMs within its respective category. These models have become a strategic priority. At L’Oréal, LLMs are even described as a "new consumer" — an audience for which brands must create content, because what these models learn ultimately shapes the recommendations they provide to users.
Premium Beauty News - Do brands need to shift from SEO (optimizing content for search engines) to GEO (optimizing for generative AI)?
Anne-Cécile Guillemot - Yes! But GEO is far more complex than SEO. Ranking well in LLM-generated responses is no longer just a matter of optimizing a handful of keywords; it requires brands to rethink the way they build their entire digital presence.
Language models primarily assess a brand’s authority, consistency, and credibility. They reward substance over surface. In other words, the fundamentals matter more than ever: a compelling brand story, scientific expertise, high-quality content, educational value, and recognition from authoritative sources.
All of these signals shape the answers generated by AI.
Premium Beauty News - You mentioned authority. How can brands build it in the age of LLMs?
Anne-Cécile Guillemot - Authority cannot be built overnight. LLMs naturally rely on sources they consider the most trustworthy — scientific publications, medical content, reputable media outlets, institutional websites, as well as brand-owned content that demonstrates genuine expertise.
For beauty brands, this means reinvesting in educational, high-value content. Topics such as menopause, hair loss, or the skin microbiome are good examples: consumers increasingly seek reliable information before they start looking for products. Brands that help answer these questions establish credibility and are more likely to be surfaced by AI.
As we like to say, "the new sexy is science and expertise." Today, the product itself is almost just the tip of the iceberg.
Premium Beauty News - Does this approach only benefit large corporations?
Anne-Cécile Guillemot - Not at all. In fact, smaller and emerging brands can have a real advantage if they establish themselves as experts in a specific niche.
A highly specialized DNVB that cultivates an engaged community and consistently produces authoritative content on an underserved topic can become a reference source for LLMs in that field. Miyé, with its focus on menopause, is a good example.
Ultimately, when it comes to AI visibility, the depth of a brand’s expertise can matter more than its size.
Premium Beauty News - How are you incorporating these shifts into Dynvibe’s service offering?
Anne-Cécile Guillemot - We have developed a platform called AI Brand Visibility, led by our Head of AI, Justine Burgaud.
Our ambition goes far beyond simply tracking visibility metrics. We analyze how different LLMs describe a brand: the attributes they associate with it, the sources they rely on, and — most importantly — the gap between the brand narrative a company wants to project and the one that actually emerges in AI-generated responses.
Based on these insights, we identify the most effective levers for improvement: which content to reinforce, which topics to develop, which media channels to prioritize, and where editorial investments will have the greatest impact. Alongside Social Intelligence, Search Intelligence, and Influence Intelligence, LLM Intelligence is now the fourth pillar of Dynvibe’s offering.
Premium Beauty News - So, editorial content is becoming strategic again?
Anne-Cécile Guillemot - Absolutely. When we analyze a topic such as hair loss, we see that LLMs draw on a broad range of sources — specialized media, scientific publications, institutional websites, and brand-owned content. Brand websites, in particular, can no longer be overlooked.
Product pages are becoming significantly more strategic. The way a product is described, how its mechanism of action is explained, and whether claims are supported by scientific evidence or clinical studies all contribute to a brand’s perceived credibility in the eyes of AI. We also see that certain brands and retailers, such as Aroma-Zone, achieve strong visibility in LLM-generated responses thanks to the depth, quality, and structure of their content.
Premium Beauty News - Are the same strategies effective across all markets?
Anne-Cécile Guillemot - Far from it! Our platform is deployed globally, including in China, and we consistently see significant regional differences. During a recent audit on a cosmetics-related topic across France, the US, and Japan, we found that LLMs reflect local cultural expectations in the way they prioritize and present information. For example, in Germany, medically oriented content tends to carry greater authority, while in France, educational and explanatory content is often more highly valued. In that respect, LLMs behave much like social media ecosystems. Ultimately, this reinforces a lesson we have learned through years of Social Intelligence: while the overall strategy can be global, its execution must always be tailored to local markets.
Premium Beauty News - Are LLMs becoming the new battleground for brands?
Anne-Cécile Guillemot - They are set to become a major strategic arena. The challenge is that no one can claim to have mastered this field yet; we are all still learning. However, brands already face very concrete challenges and urgent needs.
Our role involves collecting data, auditing brand visibility within LLMs, understanding the mechanisms that influence their recommendations, and building strategic roadmaps. Much like social media fifteen years ago, a new area of expertise is emerging. The key difference is that this transformation is happening at an unprecedented speed.
