How a dermocosmetics brand recovered its premium positioning in AI
Analyze your brand for free →Context
A dermocosmetics brand with years of history and presence in premium pharmacies had accumulated layers of contradictory messaging: mid-range launches, mass discounts and inconsistent brand messages. AI had built a diffuse image mixing premium brand signals with those of a mass-market brand.
The problem
Queries like "best premium dermocosmetics", "high-end sensitive skin cosmetics brands" or "La Roche-Posay alternatives" didn't include the brand or positioned it in a lower range than desired. AI had absorbed the contradictory messages and built an image that didn't match the actual positioning.
FAIV™ Diagnosis
- Fragmented identity: premium signals mixed with mass-market signals
- Historical discount campaign content distorting the AI image
- Lack of clarity on the differentiating axis vs. premium competitors
- Disconnect between desired identity and how AI interpreted the brand
Solution applied
AIC™Harmful signal diagnosis
Full audit of how AI interpreted the brand and identification of sources generating confusion between premium and mass-market positioning.
Identity correction and cleanup
Elimination or correction of signals AI was using to build an incorrect image, and reinforcement of the premium axis in all sources AI consults.
Premium positioning consolidation
Activation of mentions in premium beauty and dermatology specialized media that AI values as authority sources to classify brands in the high segment.
Results
- Recovery of premium positioning in ChatGPT and Gemini responses
- Appeared in high-end and specialized dermocosmetics queries
- Improved brand perception by AI in its segment
- Elimination of erroneous associations with the mass-market segment
Key learning
“AI builds a brand's image from everything it finds. Past discounts, inconsistent messages and misaligned campaigns leave a mark. Cleaning those signals is as important as creating new ones.”
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