Key Takeaways
- Consumers are increasingly using ChatGPT for personalized beauty advice, influencing their purchasing decisions.
- Beauty brands must adapt to this trend by creating AI-friendly content tailored to common ChatGPT queries.
- While Google remains dominant, ChatGPT’s impact on beauty-related searches is growing, especially for skin care and makeup tutorials.
The Rise of AI in Beauty Discovery
Spate’s latest report, “AI Search in Beauty,” explores how artificial intelligence, particularly ChatGPT, is changing the way consumers discover and purchase beauty products. While Google still plays a vital role in visual discovery and transactions, ChatGPT is emerging as a significant tool for personalized beauty advice. Brands that understand the most popular queries on ChatGPT will be better positioned to create relevant content and engage consumers effectively.
The report notes that ChatGPT is becoming a preferred alternative for those seeking specific beauty recommendations. Consumers are less inclined to scroll through endless options; they want immediate answers to questions about product choices and application techniques. Popular ChatGPT queries include:
– Foundation, lipstick, and concealer shades
– Application techniques
– Skin care concerns
According to Olivier Zimmer, co-founder of Spate, certain product formats dominate ChatGPT searches, with foundation receiving approximately 343.9K queries, followed by lipstick at 134.8K and concealer at 132.6K. Additionally, there is a noticeable shift toward tutorial and technique-related inquiries, with trends like contouring and natural looks receiving a significant proportion of ChatGPT traffic.
Zimmer emphasizes that consumers are increasingly seeking tailored advice from ChatGPT, such as drugstore alternatives and long-lasting products. This highlights a demand for practical, conversational guidance on beauty routines, from minimalist makeup tips to effective contouring.
Skin care topics are also trending, with consumers turning to ChatGPT for specific concerns, demonstrating a desire for personalized advice. Key search terms include “facials,” “sunscreen,” “scarring,” and “pimples,” with “facials” leading the charge at 189.6K searches, reflecting a notable interest in solutions for skin issues.
In the realm of hair care, although Google remains the primary search engine, interest in topics like “conditioner” and “dry hair” is rising on ChatGPT. Searches concerning haircuts lead the category with 453.1K queries, while shampoo and conditioner searches follow closely.
Despite ChatGPT currently accounting for only about 4.3% of overall beauty searches, its potential influence is substantial. Users on this platform display a heightened intent to find solutions, recommendations, and detailed explanations, all of which signal a readiness to purchase.
To effectively engage with this shift, beauty brands need to adapt their content strategies. Creating AI-friendly content that offers in-depth product information and localized advice is essential for aligning with how their products will be presented in AI-generated responses. Understanding consumer intent and preferences in this evolving landscape will be key for brands looking to thrive in an AI-driven marketplace.
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