Dermatological Skincare,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about dermatological skincare — and record exactly which brands they put forward. Right now, CeraVe owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
CeraVe is the default answer.
Named in 15% of dermatological skincare answers, typically in position 2.7. E45 follows at 13%, Aveeno at 12%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | CeraVe | 15% | 2.7 | 13% | 33% |
| 2 | E45 | 13% | 4.1 | 4% | — |
| 3 | Aveeno | 12% | 2.0 | 8% | 33% |
| 4 | Simple | 12% | 2.4 | 17% | 0% |
| 5 | Cetaphil | 12% | 2.9 | 0% | — |
| 6 | Superdrug | 10% | 1.5 | 8% | 29% |
| 7 | Vaseline | 8% | 1.4 | 0% | — |
| 8 | Nivea | 8% | 3.2 | 4% | — |
| 9 | Cetraben | 7% | 3.5 | 0% | 0% |
| 10 | La Roche-Posay | 5% | 2.0 | 8% | 100% |
| 11 | Epaderm | 5% | 4.3 | 0% | — |
| 12 | Aquaphor | 3% | 1.5 | 0% | — |
| 13 | Childs Farm | 3% | 3.5 | 0% | — |
| 14 | Hydromol | 3% | 3.5 | 0% | — |
| 15 | Diprobase | 3% | 5.0 | 0% | — |
Dermatological Skincare is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In dermatological skincare, Paula's Choice leads attraction at 119 against Epimax at 75, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full dermatological skincare desire edition →
Before it answers, it goes looking for Aveeno.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 65 searches in dermatological skincare, Aveeno is named in 20% of the ones that name a brand at all. ChatGPT Web does not report its searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of dermatological skincare.
The independent sources AI models cite when answering dermatological skincare questions — the places a brand needs to be seen, reviewed and ranked.
CeraVe converts reads into citations. Superdrug doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? CeraVe converts 33% of reads; Superdrug just 29%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | CeraVe | 15% | 2.7 | 13% | 33% |
| 2 | E45 | 13% | 4.1 | 4% | — |
| 3 | Aveeno | 12% | 2.0 | 8% | 33% |
| 4 | Simple | 12% | 2.4 | 17% | 0% |
| 5 | Cetaphil | 12% | 2.9 | 0% | — |
| 6 | Superdrug | 10% | 1.5 | 8% | 29% |
| 7 | Vaseline | 8% | 1.4 | 0% | — |
| 8 | Nivea | 8% | 3.2 | 4% | — |
| 9 | Cetraben | 7% | 3.5 | 0% | 0% |
| 10 | La Roche-Posay | 5% | 2.0 | 8% | 100% |
| 11 | Epaderm | 5% | 4.3 | 0% | — |
| 12 | Aquaphor | 3% | 1.5 | 0% | — |
| 13 | Childs Farm | 3% | 3.5 | 0% | — |
| 14 | Hydromol | 3% | 3.5 | 0% | — |
| 15 | Diprobase | 3% | 5.0 | 0% | — |
Three models. Three different answers.
Ask about dermatological skincare and the brand you are shown depends on the assistant: Claude → Aveeno, Gemini → CeraVe, ChatGPT → E45. Their top-five lists share just 10% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| CeraVe | 5% | 35% | 5% | 30pp |
| Cetaphil | 5% | 20% | 10% | 15pp |
| E45 | 5% | 15% | 20% | 15pp |
| Epaderm | 0% | 0% | 15% | 15pp |
| Simple | 5% | 15% | 15% | 10pp |
| Superdrug | 5% | 15% | 10% | 10pp |
| Vaseline | 5% | 15% | 5% | 10pp |
| Garnier | 0% | 10% | 0% | 10pp |
| La Roche-Posay | 0% | 10% | 5% | 10pp |
| Aquaphor | 0% | 10% | 0% | 10pp |
Editorial carry dermatological skincare.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Reviews convert best — 95% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 178 | 63 | 74% |
| How-to guides | 156 | 26 | 86% |
| Product pages | 64 | 6 | 91% |
| category-page | 29 | 11 | 73% |
| Other | 27 | 35 | 44% |
| Reviews | 19 | 1 | 95% |
| Listicles | 18 | 13 | 58% |
| Comparisons | 17 | 1 | 94% |
Structured data is what separates cited from ignored.
Of the dermatological skincare pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 27 percentage points; cites its sources pages fare 46pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 707 | 80% | 304 | 53% | +27pp |
| Named author | 460 | 82% | 551 | 64% | +17pp |
| Specifications | 52 | 85% | 959 | 71% | +13pp |
| Answer up front | 316 | 72% | 695 | 72% | +1pp |
| Updated this year | 231 | 72% | 780 | 72% | -0pp |
| Comparison table | 148 | 66% | 863 | 73% | -7pp |
| Hard statistics | 280 | 57% | 731 | 78% | -21pp |
| Cites its sources | 46 | 28% | 965 | 74% | -46pp |
The Ordinary builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Childs Farm is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| The Ordinary | 50 | 50% | 6 |
| Childs Farm | 42 | 0% | 3 |
| E45 | 40 | 11% | 9 |
| No7 | 40 | 67% | 6 |
| Inkey List | 36 | 68% | 25 |
| Aveeno | 35 | 50% | 10 |
| Simple | 32 | 71% | 14 |
| Eucerin | 32 | 89% | 9 |
| Superdrug | 31 | 25% | 8 |
| CeraVe | 30 | 50% | 24 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions dermatological skincare pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 06:02:09 GMT.