My MakeUp in NewYork appearance was arranged through OMG Commerce.
Beauty brands need to understand how consumers discover, evaluate and choose products as AI becomes part of the shopping experience.
That was the focus behind my session at MakeUp in NewYork at the Javits Center: “The New Beauty Retail: From AI-Boosted Algorithms to New Consumer Demand. How to Sell Beauty Today?”
Amazon is a significant part of this conversation. Keywords, advertising and the product detail page all matter. The broader challenge is connecting brand positioning with the way shoppers express their needs and the information discovery systems can interpret.
Connect discovery to the consumer’s question.
My session topics included Rufus and COSMO, and what AI-driven discovery means for beauty brands in practice. The commercial question is how clearly a product’s content explains who it is for, what it does and when someone would use it.
That puts use cases, product attributes and consumer questions at the center of the content conversation. A shopper arrives with a need. The product information should help them understand whether the product fits that need.
Create content that communicates the product clearly.
Writing for the consumer and making product information understandable to Amazon’s AI are connected tasks. A brand’s positioning needs to be expressed through specific, useful information about the product.
For a beauty brand, that means examining how benefits, attributes, use cases and answers to common questions appear across its product content. The goal is a coherent explanation that helps shoppers evaluate the product while giving discovery systems relevant context.
Keep brand equity and profitability in the conversation.
Changes in discovery create new questions for growth teams, but the commercial objective still matters. How does the content support the brand’s positioning? What kind of customer is the business trying to attract? Do the economics support the growth being pursued?
These were the connections behind my MakeUp in NewYork session: AI-driven discovery, consumer demand, brand positioning and profitable growth. They belong in the same strategic conversation.