How Dermalogica Achieved 85% Increase in AI Searches

Challenges & Objectives

Challenges

• Inconsistent AI visibility across priority skincare categories despite strong brand authority
• PR efforts generating article volume but failing to translate into sustained AI citations
• Product content optimized for human readers but not structured for how AI models retrieve information

Objectives

1. Build consistent AI visibility across priority categories
2. Shift PR strategy to prioritize sources that AI models actually cite
3. Close competitive gaps in key high-value categories
4. Create measurable attribution from AI visibility to revenue

The Approach

Dermalogica used Goodie to transform their AI search presence by following six strategic paths:

1. High-Impact Source Identification
   Using the competitive analysis tool, Dermalogica identified which domains AI models repeatedly retrieved and which publications generated actual citations versus mentions. Prioritizing placement in Allure and Byrdie and similar high impact blogs led PR efforts to focus on influence over volume.
2. Strategic Topic Focus
   Rather than spreading resources across 15+ categories, Goodie's prompt research tool showed which topics drove actual brand mentions. Dermalogica concentrated on three high-leverage categories that aligned with their business objectives.
3. Content Optimization for AI Retrieval
   Goodie's citation logs uncovered competitors with structured content that was being cited frequently in LLMs. Dermalogica restructured their product pages with clearer ingredient sections and FAQ formats optimized for AI parsing.
4. Multi-Model Visibility Tracking
   Real-time monitoring across ChatGPT, Gemini, Perplexity, Claude and AI Overview showed which channels drove the highest-quality traffic and where competitive gaps existed. Showing the individual high or lower performing channels allowed Dermalogica to prioritize activities based on their weakest channels. Activities were then compared to traffic and conversion rates helping identify how high visibility can result in real business conversions.
5. Closed-Loop Attribution
   Using Goodie's Traffic and Attribution module, Dermalogica connected AI impressions directly to sessions, conversions, and revenue proving ROI at every stage and providing data for ongoing optimization. The team discovered that AI traffic converted at a higher rate than traditional organic search, validating their continued investment in AEO strategy.

Results

Dermalogica's use of Goodie drove strong results across every key metric:

Traffic & Revenue Impact

Competitive Positioning

• 2.5x visibility improvement compared to competitive average in priority categories
• 49% visibility leadership across #1 priority category
• Closed competitive gaps in key categories where rivals previously dominated.

Key Takeaway

By focusing on precision over proliferation, prioritizing high-influence sources, restructuring content for AI retrieval, and using Goodie's platform intelligence, Dermalogica turned brand authority into measurable AI visibility and revenue growth.

The results show that success in AI search requires both strategic focus and the right platform to guide decisions. Goodie's comprehensive visibility monitoring, competitive intelligence, and attribution capabilities let Dermalogica execute with precision and prove ROI at every stage.