Coty and Brandlight Unveil Strategic Partnership to Strengthen Brand Visibility Across AI-powered Search and Discovery

Coty Inc. (NYSE: COTY), one of the world’s largest beauty companies, and Brandlight, the market leader in AI visibility, today announced a strategic partnership to unleash the potential of brand discovery and visibility across AI assistants and generative AI search platforms.

As consumer discovery increasingly shifts from traditional search engines to AI assistants, the strategic partnership will empower brand teams across Coty to invest in new capabilities and stay ahead of changing consumer dynamics. This includes accelerating Coty’s Generative Engine Optimization (GEO) capabilities, providing brand teams with new tools and insights, and helping them adapt to evolving consumer behaviors.

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Markus Strobel, Executive Chairman and Interim Chief Executive Officer at Coty, says: “AI is redefining the rules of attention, discovery, and influence. Our ambition is not simply to keep our brands visible in this new world, but to make them impossible to overlook, ensuring they reach the most relevant audiences and meet a variety of beauty needs.”

“Consumers don’t always start with a brand name. They start with a need, a preference, or a question – and increasingly, they turn to AI for recommendations,” says Imri Marcus, Chief Executive Officer at Brandlight. “For iconic brands, the opportunity is to be part of that answer. We’re partnering with Coty to turn its deep understanding of beauty and consumers into a stronger presence in the moments that shape discovery and choice.”

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Early pilot work has demonstrated that optimizing content, product detail pages, creators’ assets, digital PR and launch toolkits can strengthen Coty brands’ visibility in AI-generated recommendations, including discovery beyond direct brand-name searches.

The partnership builds on Coty’s broader AI transformation journey and reflects the company’s commitment to staying at the forefront of emerging technologies and consumer trends. Beyond measurement and insights, the collaboration will support enablement, training, and optimization efforts designed to help teams translate learnings into meaningful action.

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