Spate has released a new report delving into the evolving landscape of beauty discovery and purchasing, "AI Search in Beauty." The report highlights how consumers are increasingly turning to AI, specifically ChatGPT, for personalized beauty advice. While Google remains crucial for visual discovery and transactions, ChatGPT is emerging as a powerful complementary channel, per Spate. Understanding top ChatGPT queries will be key for brands to create content that meets consumer demand and enhances visibility in this AI-driven environment.
Spate has released a new report delving into the evolving landscape of beauty discovery and purchasing, "AI Search in Beauty." The report highlights how consumers are increasingly turning to AI, specifically ChatGPT, for personalized beauty advice. While Google remains crucial for visual discovery and transactions, ChatGPT is emerging as a powerful complementary channel, per Spate. Understanding top ChatGPT queries will be key for brands to create content that meets consumer demand and enhances visibility in this AI-driven environment.
(Time to brush up on your generative engine optimization (GEO) skills.)
Beauty Brands: Don't Miss the ChatGPT Wave
While Google remains a search giant, a new contender is rapidly shaping consumer intent: ChatGPT. New data from Spate reveals that while Google handles the bulk of searches, ChatGPT is capturing significant attention, especially in the beauty sector.
ChatGPT: The New Go-To for Beauty Recommendations
Consumers are increasingly turning to ChatGPT for specific beauty guidance. Forget endless scrolling; they're looking for direct answers on:
Foundation, lipstick and concealer: What's the best shade for me? How do I apply it perfectly?
"On ChatGPT, product formats, especially foundation (343.9K ChatGPT searches), lipstick (134.8K ChatGPT searches) and concealer (132.6K ChatGPT searches) generate the highest search volumes," says Olivier Zimmer, co-founder of Spate. "On the other hand, tutorial and technique-based trends stand out for having the highest ChatGPT vs. Google ratios. The top three trends with the highest ChatGPT share are contouring (41.5%), natural look (31.7%) and eye look (20.6%)."
Tutorials and techniques: From "natural look" to "contouring" and "eye look," users trust ChatGPT for detailed, personalized instructions. They want quick, minimalistic routines, want to know how to avoid cakey finishes and the best products for their specific skin types.
Zimmer notes, "Consumers turn to ChatGPT for personalized, practical advice (i.e., drugstore dupes or long-wear products) along with tutorial-style guidance (i.e., minimalist makeup routines, contouring techniques) that the software application can deliver conversationally."
Skin care solutions: "Facials," "sunscreen," "scarring," and "pimples" are top queries. Consumers are actively seeking concern-driven advice, making ChatGPT a prime spot for skin care brands to offer solutions.
"In the skin care category, facial is the most searched topic on ChatGPT (189.6K), and has the highest share of search compared to Google (38.3%)," says Zimmer. "Other high-interest topics include concerns like scar, pimple and wrinkle, and products such as sunscreen and toner."
Hair care wisdom: While Google still leads, "conditioner" and "dry hair" searches are booming on ChatGPT, showing consumers want care-focused product recommendations.
"For the hair category, consumers most often search for haircut on ChatGPT, a trend that receives 453.1K searches," says Zimmer. "Shampoo (419.2K ChatGPT searches) and conditioner (337.6K ChatGPT searches) follow. Conditioner is also the trend with the highest ChatGPT share in the category (19.4%)."
What This Means for Beauty Brands
Although ChatGPT currently accounts for a smaller volume of beauty searches (around 4.3%), its impact is profound due to the nature of these queries. Users are looking for solutions, recommendations, and detailed how-to guides, reflecting a high intent to learn and potentially purchase.
What should brands do? Create AI-friendly content with detailed product explanations and localized advice, keeping in mind how your brand's information appears in AI-generated responses.
