ELC Partners with Profound to Expand AI Visibility

The Estée Lauder Companies announced a global strategic partnership with Profound, the category-defining AI marketing platform, advancing its ambition to be prestige beauty’s leader in AI-native discovery. 

This partnership establishes ELC as the first prestige beauty company to deploy Profound’s capabilities globally across the company’s full portfolio and operationalize Generative Engine Optimization (GEO) and AI marketing at scale.

The partnership will provide ELC with visibility into how its full portfolio of brands is represented across leading generative AI platforms, as well as opportunities to optimize that representation. 

Aude Gandon, Global Chief Digital & Marketing Officer, The Estée Lauder Companies, said:

“The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it. This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations. Our work with Profound is a natural extension of how we already think about culture, community, and commerce working together — and it puts us at the front of an industry-wide transition.”

This partnership will equip ELC with a unified view of how its brands appear across major AI search platforms globally, providing insight into when and how they are recommended and where opportunities exist to improve visibility and accuracy. 

ELC will use these insights and Profound’s agentic tools to optimize content across brands’ product description pages, blogs, YouTube channels, and content creation at scale. This will help ensure product information, ingredients, claims, and benefits are optimized for consumer visibility and easier for large language models to understand and surface to consumers.

As consumers increasingly turn to AI assistants to discover products, compare recommendations, and seek personalized beauty advice before a purchase, The Estée Lauder Companies is partnering with Profound to define the next era of beauty discovery.

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