YKK is significantly impacted by US tariffs, prompting the establishment of a global marketing team. This team facilitates communication between events, trends, and existing infrastructure to optimize profits amid regional challenges. For example, they alerted teams on production needs based on order shifts. Concurrently, generative and answer engine optimization is evolving, particularly as brands like Cetaphil adapt marketing strategies to engage Gen Z shoppers using AI tools. Cetaphil enhances product descriptions and credibility through clinical journals and influencer collaborations to meet changing consumer behaviors.
The marketing team was able to alert the finance and sales in advance, based on how far orders had slipped in China, just how much his team would need to increase capacity to prepare for Bangladesh's subsequent boom in apparel manufacturing.
Cetaphil has been rewriting its online product descriptions to highlight the terms these shoppers are likely to be querying with ChatGPT, says Tara Loftis, the brand's global lead.
Cetaphil amplifies elements from its marketing campaigns that the generative AI engines tend to associate with credibility, including both peer-reviewed journals and examples of word of mouth.
Influencer appeal is vital because even generative AI power users sometimes treat the outputs with suspicion, Loftis adds. So they seek validation from influencers.
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