"Speaking at Oasis Assembly, Dawn Hilarczyk, COO of Borghese, and Hillary Hutcheson, CMO of RoC Skincare, outlined how their teams are adapting to generative engine optimization, or GEO, as AI-driven search increasingly shapes product discovery. Borghese, a more than 70-year-old Italian skin-care brand known for its Fango mud treatments, and RoC, a U.S.-based mass-market clinical brand with deep ties to dermatologist recommendations, are approaching the shift from different angles."
"For RoC, the urgency is backed by consumer behavior. "We see that over 40% of consumers are now discovering new products through Gen AI search," Hutcheson said. Overall, RoC is concentrating its AI strategy around three areas: generative search visibility, content optimization and community engagement. On the content side, RoC is using AI tools to test and refine product detail pages. "We're leveraging partners that help us A/B test everything from PDP images to media performance," Hutcheson said."
Legacy skin-care brands are restructuring content and product data to maintain visibility and authority as AI-driven search reshapes discovery. RoC focuses on generative search visibility, content optimization and community engagement, using AI tools to A/B test product detail pages, images and media performance. Borghese launched Project PDP after difficulty surfacing its Fango mud treatment in AI results; the initiative rebuilds product structure, descriptions and distribution and scrubs formulas to extract factual and scientific information. Both brands prioritize accuracy, authority and optimized product data to improve discovery on generative AI search platforms and to adapt beyond traditional SEO tactics.
Read at Modern Retail
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