Coty, the global beauty company behind brands across fragrances, cosmetics and skincare, has partnered with artificial intelligence platform Brandlight to improve the visibility of its products across AI assistants and generative search platforms.
Announced on 27 October 2026, the partnership will help Coty strengthen its Generative Engine Optimisation (GEO) capabilities, giving its brand teams tools and insights to improve how products appear in AI-generated recommendations.
The collaboration comes as consumers increasingly use AI assistants to discover beauty products, seek recommendations and compare options based on their individual needs. Rather than searching directly for a particular brand, consumers may ask AI tools for recommendations based on skin concerns, personal preferences or specific beauty requirements.
Coty said early pilot projects with Brandlight had demonstrated improvements in brand visibility following changes to digital content, product detail pages, creator assets, digital public relations and product launch materials. The work also aimed to increase the likelihood of Coty brands appearing in recommendations when consumers searched by need rather than by brand name.
Markus Strobel, executive chairman and interim chief executive officer of Coty, said artificial intelligence was changing how consumers discover and engage with brands. He said the company’s aim was to strengthen its visibility across these emerging channels and reach audiences looking for different beauty products.
Imri Marcus, chief executive officer of Brandlight, said consumers increasingly approached AI platforms with questions, preferences and specific needs rather than starting with a brand name. The partnership aims to help Coty translate its knowledge of beauty products and consumers into greater visibility during these discovery processes.
The agreement builds on Coty’s wider investment in artificial intelligence. In May 2026, the company announced a partnership with generative AI marketing platform Pencil to expand AI-supported content production across its Consumer Beauty divisions.
The latest collaboration will also include training, guidance and optimisation support to help Coty’s teams apply insights from AI-powered search and improve their digital marketing strategies.
For the beauty industry, the partnership reflects the growing importance of AI-driven product discovery alongside traditional search engines, social media and retail platforms. As brands adapt their digital strategies, their ability to provide relevant product information across emerging search channels is becoming an increasingly important part of marketing and consumer engagement.
