Why can't ChatGPT find Youth to the People?
AI Brand Audit #4: Youth to the People
I searched "cleanser for sensitive skin" in ChatGPT yesterday. Youth to the People - whose product page literally says suitable for sensitive skin - was nowhere to be found. | ||
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Welcome to this edition's AI Brand Audit - where I test how major brands perform when people shop with AI instead of traditional search. | ||
This edition: Youth to the People | ||
You definitely know them - the green Superfood Cleanser that's all over Instagram. Kale and spinach in face wash (which honestly sounded weird when they first launched, but here we are). | ||
L'Oréal bought them in 2021 when they were doing $50M+ in sales. Pretty solid validation for the superfood skincare angle. | ||
But I wanted to see how their ingredient-heavy positioning actually holds up when people shop with AI. | ||
How I tested this | ||
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Where they actually show up in ChatGPT | ||
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Where they completely vanish | ||
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Here's the weird part | ||
I actually went and checked their product pages. They clearly state all this stuff: | ||
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But when I searched for: | ||
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Same exact information. AI just... doesn't connect it ! | ||
The competitive thing | ||
When Youth to the People does show up, they're always grouped with Herbivore, OSEA, Pacifica. But Herbivore appeared way more often than they did. | ||
Seems like broader positioning beats super specific ingredient stories. | ||
My theory on what’s happening | ||
I've tested a handful of beauty brands now, and seeing the same thing each time. | ||
AI systems don't really care about your brand story. They care about how your product information is set up. | ||
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Youth to the People actually has all the right information. Their product pages mention "sulfate-free," "sensitive skin," "makeup removal". | ||
But it's wrapped in marketing language. | ||
AI can't extract "sulfate-free" from "gentle superfood formula that happens to be sulfate-free." | ||
This is exactly why we built Atomz AI. Most brands already have the right product data - it's just not organized in a way AI systems can understand. | ||
We help restructure your catalog so your products show up for the right searches, whether someone's looking for your specific brand positioning or trying to solve a problem. | ||
The numbers | ||
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If you’re curious about how you might perform - use this tool for basic AI readiness. | ||
Why this matters | ||
Most beauty shoppers I know (including my wife) ask ChatGPT stuff like "what's good for sensitive skin" instead of googling around. | ||
If you're invisible to that behavior... that's a lot of potential customers who never find you. And this behavior is only growing. | ||
Want me to audit your brand? | ||
Submit your request here. I'll test how you show up across different search scenarios. | ||
That's it for this one! | ||
Hope it got you thinking about how brand messaging plays out in AI search. | ||
Best, | ||
PS: If you test your brand and find something interesting, please do me a favor, and hit reply and tell me. I'm collecting all these patterns. | ||
PS2: I love geeking on AI, Coffee & Cars. Let’s chat! |
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