THE WHAT? Coty has announced a strategic partnership with AI visibility specialist Brandlight to improve how its cosmetics and fragrance brands appear in AI-generated search results and product recommendations.
THE DETAILS Announced on 27 October 2026, the partnership will accelerate Coty’s Generative Engine Optimisation (GEO) capabilities, providing brand teams with tools, insights and training to improve visibility across AI assistants and generative search platforms. Initial pilot programmes demonstrated improvements in brand visibility through the optimisation of product detail pages, digital PR, creator content and product launch materials. The collaboration forms part of Coty’s wider AI transformation strategy, with a focus on reaching consumers who increasingly use AI platforms for product discovery rather than traditional search engines.
THE WHY? The partnership highlights the growing importance of AI search optimisation as a new competitive priority for cosmetics and fragrance companies. As consumers increasingly rely on AI-generated recommendations, brands face pressure to adapt their digital marketing strategies to maintain product visibility, influence purchasing decisions and compete for consumer attention beyond conventional search channels.
Source: Coty
