Gen Z treats Chat GPT as a dermatologist

At first, there were magazines—glossy and colorful pages that, amidst glamorous images, offered advice, reviews, and showcases of the best products and latest trends. Then, with the arrival of social media, that role shifted to platforms like Instagram and TikTok, with beauty influencers and tutorials breaking down the latest must-have look step by step. Now, a new player has entered the scene, vying to be the go-to “on-the-go dermatologist”: ChatGPT.

ChatGPT Enters Our Beauty Routine

Developed by OpenAI, this software can provide answers on almost any topic. It can create text, images, music, and more—practically anything you ask, from planning trips to developing business strategies or suggesting wedding looks. So why not harness its potential for a personalized skincare routine or for tips on effectively treating rosacea? Thousands of TikTok videos show users sharing their experiences, or industry professionals evaluating whether the chatbot’s advice is accurate or not. While it’s emphasized that it doesn’t replace professional medical advice and that anyone with potential skin or health concerns should consult a healthcare professional, AI, when combined with dermatologists, can be a valuable resource for basic information, especially for those who may, for whatever reason, be unable to see a doctor.

The routines and treatments suggested are generally reasonable, such as regularly cleansing and exfoliating the skin with products containing salicylic acid or AHAs, or using non-comedogenic skincare to minimize enlarged pores. It even reminds users to apply face serums before moisturizer. Although at times the advice can seem incomplete, overly simplistic, or inclined to recommend an excessive number of products, many Gen Z users appreciate its immediacy, convenience, and personalization, often trusting the AI more than beauty magazines or websites, which may appear biased due to sponsored content and affiliate marketing.

ChatGPT and Beauty Brands

How does ChatGPT manage to create a tailored list of creams and cleansers to remove blackheads or dark circles? This is a question beauty brands must answer if they want to stay relevant and leverage the medium’s full potential, ensuring their products are recognized within algorithms. To deliver its responses, the software pulls from publicly available information, navigating through articles, studies, reviews, and other content that often hasn’t been verified or reviewed by experts. This type of functionality should remind users to remain cautious and verify any responses with a professional, especially concerning health matters, while also signaling to companies the importance of their online presence. Brands cannot use paid ads to catch the chatbot’s attention as they would on Google, but as Dr. Marie Haynes, an SEO expert and consultant for many brands, explained to Vogue Business, they must focus on authority and continuous updates: “If a brand wants to appear in AI recommendations, it’s essential to publish articles on relevant and up-to-date research. This involves building genuinely useful content that delves deeply into skincare topics.” Brands need to publish fresh, engaging information, new research, clinical studies, dermatologist endorsements, and “before and after” results. In essence, beauty brands must generate hype and build a community, getting people talking about them. By increasing their visibility and appeal, they raise the likelihood of having their products included in ChatGPT’s responses.

How Will Beauty Brands Integrate ChatGPT into Their Strategies?

How will beauty brands maximize ChatGPT’s potential? The answer is complex and still evolving. The beauty industry has long been learning to leverage artificial intelligence. Neutrogena Skin360, for example, uses AI technology to analyze the skin, understand its needs, and offer real-time product recommendations. Sephora, Ulta Beauty, LVMH, and Estée Lauder use it to enhance and personalize recommendations, even showcasing the effects of skincare on the customer’s face. Klarna has introduced an AI shopping assistant that provides product suggestions and purchasing routines. The next step will be to conquer ChatGPT and other chatbots.