Coty and Brandlight Enhance AI Visibility to Secure Market Share

Coty has announced a strategic partnership with Brandlight, an AI visibility platform, aimed at enhancing the discoverability of its beauty brands through AI-generated recommendations. This collaboration is significant as it aligns with a broader industry trend where consumers increasingly rely on AI tools, such as chatbots and virtual assistants, for beauty product discovery. By optimizing its digital assets for AI search, Coty seeks to ensure that its brands remain prominent in an evolving marketplace where traditional search methods are being supplanted by AI-driven solutions.

The partnership will enable Coty to accelerate its Generative Engine Optimization (GEO) capabilities, providing its brand teams with new tools and insights to adapt to changing consumer behaviors. Early pilot initiatives have already demonstrated improvements in content quality, product detail pages, and digital public relations, which have collectively enhanced the visibility of Coty's brands. The ability to optimize for needs-based queries rather than brand-centric searches is particularly crucial, as consumers often begin their purchasing journey with specific needs or questions rather than a predetermined brand in mind.

Markus Strobel, Coty’s executive chairman and interim CEO, emphasized the necessity of adapting to the new landscape where AI is reshaping consumer attention and discovery. The partnership with Brandlight reflects Coty’s commitment to making its brands not just visible but indispensable in the consumer's decision-making process. This strategic move is indicative of a larger trend within the beauty industry, where brands must now navigate a complex digital ecosystem to maintain relevance.

As the market landscape shifts, beauty brands face increasing pressure to remain visible in AI-driven environments. The partnership with Brandlight is a proactive measure against the risk of becoming "invisible" as consumers migrate towards AI recommendations. Imri Marcus, CEO of Brandlight, highlighted the importance of iconic brands being part of the AI-generated answers that consumers seek. This collaboration aims to leverage Coty’s deep understanding of beauty and consumer behavior to enhance its presence in critical decision-making moments.

Coty's initiative builds on its previous AI endeavors, including a partnership with Pencil, a generative AI marketing platform, aimed at streamlining content production across its Consumer Beauty divisions. The company's focus on integrating AI into its marketing strategies underscores a broader industry shift towards leveraging technology for enhanced consumer engagement. According to a report from 5WPR, AI search is now considered the first step in online beauty discovery, further validating Coty’s strategic pivot.

Recent findings from the AI Beauty Authority Index 2026 revealed that leading derma care brands, such as Drunk Elephant and La Roche-Posay, are already dominating AI recommendation rankings across various platforms. This highlights the competitive landscape where brands must not only optimize for AI visibility but also establish trust signals, such as certifications, to enhance their chances of being recommended. Novi's research supports this notion, indicating that products with verified trust signals are significantly more likely to be presented to shoppers.

Looking ahead, Coty’s partnership with Brandlight signals a critical shift in how beauty brands will engage with consumers. As AI continues to redefine the rules of product discovery, companies that successfully adapt their marketing strategies to prioritize AI visibility will likely gain a competitive edge. The ability to anticipate consumer needs and respond with tailored recommendations will become increasingly vital. Brands that fail to invest in these capabilities risk being overshadowed in a market that is rapidly evolving towards AI-driven decision-making.