In its latest report, Spate analyzes the rise of generative research and its impact on consumer behavior in the beauty industry. The study highlights the growing role of ChatGPT in product discovery. However, Google remains central to the purchasing journey.
According to Spate, ChatGPT currently holds 74% of the generative search market and accounts for around 7% of all online searches.
In the beauty sector, this figure drops to 4.3%, compared to 6.2% for categories such as beverages. While Google remains dominant, ChatGPT is establishing itself as a new player, used for specific and personalized queries.
Consumers are turning to conversational AI for tailored recommendations: the best long-lasting lipstick for a wedding, an affordable dupe for an iconic lip gloss, or a natural five-minute makeup routine. “Searching via ChatGPT acts like having a personal advisor,” observes Spate. “These queries reflect very specific needs that are often linked to real-life situations.”
What users are really looking for
When it comes to makeup, requests mainly focus on foundation, concealer, lipstick, and natural looks. Internet users want practical advice: how to avoid a cakey effect, find the right shade for their skin tone, or achieve a professional makeup look for a video conference.
Google, for its part, remains the benchmark for visual searches (hairstyles, cuts, inspiration) and transactional conversion.
A strategic challenge for brands
For beauty players, optimizing content for Google remains essential for visibility and conversion, …
