Estée Lauder Companies partners with Profound to drive AI marketing globally
This move strengthens the company’s ability to track how consumers interact with its brands across new digital touchpoints, adapt to shifting needs, and deliver more relevant experiences across its global portfolio.
USA – The Estée Lauder Companies has teamed up with Profound, the category-defining AI marketing platform, in a global strategic partnership designed to advance its ambition to become prestige beauty’s leader in AI-native discovery.
The collaboration will give the company visibility into how its full portfolio of brands is represented across leading generative AI platforms, along with opportunities to optimize that representation.
This agreement establishes Estée Lauder as the first prestige beauty company to deploy Profound’s capabilities globally across its entire brand portfolio and to operationalize Generative Engine Optimization (GEO) and AI marketing at scale.
As shoppers increasingly rely on ChatGPT, Gemini, and other AI assistants to find products, weigh recommendations, and get personalized beauty guidance before buying, Estée Lauder is joining forces with Profound to help shape the next chapter of beauty discovery.
The collaboration will give the company a single, global view of how its brands appear on leading AI search platforms, showing when and how they are recommended and highlighting where visibility and accuracy can improve.
Estée Lauder will then leverage these insights alongside Profound’s agentic AI tools to refine content across product description pages, blogs, YouTube channels, and other scaled content efforts, ensuring product details, ingredients, claims, and benefits are clearer for consumers and easier for large language models to interpret and surface.
James Cadwallader, CEO and Co-founder of Profound, stated, “Through this partnership, the company is now approaching GEO in the way the best marketers approach any platform shift: early, comprehensively, and with real operational commitment.”
“Enabling this strategy at scale across an entire prestige beauty portfolio sets a new bar for what enterprise AI visibility strategy looks like in this category.”
This move comes shortly after Estée Lauder Companies recently expanded its digital beauty strategy with the launch of Jo Malone London’s AI-powered Scent Advisor, a tool designed to transform the online fragrance shopping experience.
This initiative is part of a broader push to reimagine digital engagement and personalize consumer journeys, especially in response to the growing demand for more innovative, more intuitive online discovery tools.
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