Fragrance & Beauty,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about fragrance & beauty — and record exactly which brands they put forward. Right now, La Mer owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
La Mer is the default answer.
Named in 5% of fragrance & beauty answers, typically in position 2.0. Estée Lauder follows at 5%, Augustinus Bader at 5%.
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 | La Mer | 5% | 2.0 | 0% | — |
| 2 | Estée Lauder | 5% | 2.3 | 50% | — |
| 3 | Augustinus Bader | 5% | 4.0 | 0% | — |
| 4 | Dior | 5% | 4.7 | 0% | — |
| 5 | MAC Cosmetics | 5% | 4.7 | 0% | — |
| 6 | Charlotte Tilbury | 5% | 6.7 | 0% | — |
| 7 | Clé de Peau Beauté | 3% | 1.5 | 0% | — |
| 8 | Jo Malone London | 3% | 2.5 | 0% | — |
| 9 | Creed | 3% | 3.0 | 0% | — |
| 10 | Elemis | 3% | 3.0 | 0% | — |
| 11 | Diptyque | 3% | 4.0 | 0% | — |
| 12 | Maison Francis Kurkdjian | 3% | 4.0 | 0% | — |
| 13 | Bobbi Brown | 3% | 5.0 | 0% | — |
| 14 | Tatcha | 3% | 5.0 | 0% | — |
| 15 | Chanel | 3% | 7.5 | 0% | — |
MAC Cosmetics is named most. That is not the same as being wanted.
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 fragrance & beauty, Hermès leads attraction at 113 against Clinique at 84, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full fragrance & beauty desire edition →
The referees of fragrance & beauty.
The independent sources AI models cite when answering fragrance & beauty questions — the places a brand needs to be seen, reviewed and ranked.
The citation gap.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Too little read data in this category so far — the weekly runs will fill this in.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | La Mer | 5% | 2.0 | 0% | — |
| 2 | Estée Lauder | 5% | 2.3 | 50% | — |
| 3 | Augustinus Bader | 5% | 4.0 | 0% | — |
| 4 | Dior | 5% | 4.7 | 0% | — |
| 5 | MAC Cosmetics | 5% | 4.7 | 0% | — |
| 6 | Charlotte Tilbury | 5% | 6.7 | 0% | — |
| 7 | Clé de Peau Beauté | 3% | 1.5 | 0% | — |
| 8 | Jo Malone London | 3% | 2.5 | 0% | — |
| 9 | Creed | 3% | 3.0 | 0% | — |
| 10 | Elemis | 3% | 3.0 | 0% | — |
| 11 | Diptyque | 3% | 4.0 | 0% | — |
| 12 | Maison Francis Kurkdjian | 3% | 4.0 | 0% | — |
| 13 | Bobbi Brown | 3% | 5.0 | 0% | — |
| 14 | Tatcha | 3% | 5.0 | 0% | — |
| 15 | Chanel | 3% | 7.5 | 0% | — |
Three models. Three different answers.
Ask about fragrance & beauty and the brand you are shown depends on the assistant: Claude → MAC Cosmetics, Gemini → Jo Malone London, ChatGPT → Maison Francis Kurkdjian. Their top-five lists share just 0% 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 |
|---|---|---|---|---|
| MAC Cosmetics | 10% | 5% | 0% | 10pp |
| Estée Lauder | 5% | 10% | 0% | 10pp |
| Charlotte Tilbury | 5% | 10% | 0% | 10pp |
| Jo Malone London | 0% | 10% | 0% | 10pp |
| Diptyque | 0% | 10% | 0% | 10pp |
| Augustinus Bader | 0% | 10% | 5% | 10pp |
| Elemis | 0% | 10% | 0% | 10pp |
| Clinique | 5% | 0% | 0% | 5pp |
| Tom Ford | 5% | 0% | 0% | 5pp |
| Clé de Peau Beauté | 5% | 0% | 5% | 5pp |
How-to guides carry fragrance & beauty.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Comparisons convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 89 | 8 | 92% |
| Editorial | 67 | 15 | 82% |
| Comparisons | 29 | 0 | 100% |
| Other | 14 | 9 | 61% |
| Listicles | 9 | 0 | 100% |
| category-page | 8 | 0 | 100% |
| Product pages | 7 | 1 | 88% |
| Documentation | 0 | 9 | 0% |
Structured data is what separates cited from ignored.
Of the fragrance & beauty 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; hard statistics pages fare 18pp 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 | 231 | 89% | 55 | 62% | +27pp |
| Named author | 168 | 90% | 118 | 75% | +15pp |
| Updated this year | 68 | 81% | 218 | 84% | -4pp |
| Answer up front | 114 | 81% | 172 | 85% | -5pp |
| Comparison table | 57 | 70% | 229 | 87% | -17pp |
| Hard statistics | 63 | 70% | 223 | 87% | -18pp |
The questions fragrance & beauty 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 10:25:01 GMT.