Premium Beauty News – Is LLM Already Transforming Consumer-Brand Relationships?
Anne Cecile Guillemot – absolutely. This is no longer a future trend. It’s already happening. Approximately one in three consumers now use large-scale language models (LLMs) at some point in their purchasing journey, and 42% say these tools increase their confidence when making purchasing decisions.
The paradox is that consumers are adopting these technologies faster than brands. Many companies are just beginning to understand the impact that tools like ChatGPT, Gemini, and Claude can have on their visibility. Companies that are slow to adapt are already starting to fall behind.
Premium Beauty News – Why are beauty brands particularly affected?
Anne Cecile Guillemot – The beauty industry has always been at the forefront of major changes in digital marketing, from social media to influencer marketing. The rise of LLMs is no exception. However, this transformation is unfolding at an even faster pace.
In a recent webinar with Catherine Chourpa, Global SEO and GEO Manager at L’Oréal, we discussed the group’s very clear goals. It is to ensure that each brand ranks in the top three recommendations generated by LLM within its respective category. These models have become a strategic priority. At L’Oréal, the LLM is even described as the “new consumer.” This is the audience for which brands should create content, as what the model learns will ultimately shape the recommendations it provides to users.
Premium Beauty News – Should brands move from SEO (optimizing content for search engines) to GEO (optimizing for generative AI)?
Anne Cecile Guillemot – yes! However, GEO is much more complex than SEO. Ranking high in responses generated by LLM is no longer just a matter of optimizing a few keywords. Brands need to rethink how they build their entire digital presence.
Language models primarily evaluate brand authority, consistency, and trustworthiness. They reward the substance more than the surface. In other words, the basics are more important than ever: a compelling brand story, scientific expertise, high-quality content, educational value, and ratings from authoritative sources.
All these signals form the answer generated by the AI.
Premium Beauty News – You mentioned authority. How can brands build it in the era of LLMs?
Anne Cecile Guillemot – Authority is not built overnight. LLMs naturally rely on the sources they consider most reliable: scientific publications, medical content, trusted news outlets, institutional websites, and brand-owned content that demonstrates authentic expertise.
For beauty brands, this means reinvesting in educational and valuable content. Topics such as menopause, hair loss, and the skin microbiome are good examples. Consumers increasingly want reliable information before they start looking for a product. Brands that help answer these questions establish credibility and are more likely to be uncovered by AI.
As we often say, “The new sexiness is science and expertise.“Today, the products themselves are almost just the tip of the iceberg.
Premium Beauty News – Does this approach only benefit big companies?
Anne Cecile Guillemot – Not at all. In fact, small, emerging brands can gain significant advantages by establishing themselves as experts in a particular niche.
A highly specialized DNVB that fosters an engaged community and consistently produces authoritative content on underserved topics can become a reference source for LLMs in the field. Miyé, which focuses on menopause, is a great example.
In the end, when it comes to AI visibility, depth of expertise may matter more than a brand’s size.
Premium Beauty News – How are you incorporating these changes into Dynvibe’s service offering?
Anne Cecile Guillemot – We have developed a platform called AI Brand Visibility, led by Justine Burgaud, Head of AI.
Our goal goes far beyond simply tracking visibility metrics. We analyze how different LLMs represent their brand. That is, the attributes that LLM associates with a brand, the sources of information it relies on, and most importantly, the gap between the brand narrative that a company wants to project and the brand narrative that actually emerges in the AI-generated response.
Based on these insights, we identify the most effective levers for improvement, including which content to enhance, which topics to develop, which media channels to prioritize, and where editorial investments will have the greatest impact. Along with Social Intelligence, Search Intelligence and Influence Intelligence, LLM Intelligence is now the fourth pillar of Dynvibe’s offering.
Premium Beauty News – Does this mean editorial content is becoming strategic again?
Anne Cecile Guillemot – absolutely. An analysis of a topic such as hair loss shows that LLMs draw on a wide range of sources, including professional media, scientific publications, institutional websites, and brand-owned content. In particular, brand sites can no longer be ignored.
Product pages are becoming significantly more strategic. How a product is described, how it explains its mechanism of action, and whether claims are supported by scientific evidence and clinical studies all impact a brand’s credibility in the eyes of AI. We also see that certain brands and retailers, such as Aroma-Zone, achieve high visibility in LLM-generated responses thanks to the depth, quality, and structure of their content.
Premium Beauty News – Do the same strategies work in all markets?
Anne Cecile Guillemot – Far from it! Our platform is deployed around the world, including China, and we consistently see significant regional differences. Recent audits of cosmetics-related topics in France, the United States, and Japan found that LLMs reflect local cultural expectations in how they prioritize and present information. For example, medically oriented content tends to have more authority in Germany, while educational and explanatory content is often rated higher in France. In that respect, the LLM operates much like the social media ecosystem. After all, this reinforces the lessons 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 – Is LLM becoming the new battleground for brands?
Anne Cecile Guillemot – These are going to be major strategic arenas. The challenge is that no one can claim to have mastered this field yet. We are all still learning. But brands already face very specific challenges and urgent needs.
Our role includes gathering data, auditing brand visibility within LLM, understanding the mechanisms that influence recommendations, and building a strategic roadmap. Just like social media was 15 years ago, new specializations are emerging. The key difference is that this transformation is happening at an unprecedented speed.
