Case study · Boë Beauté
From zero AI visibility to the top five in one quarter
Boë Beauté, a Danish biotech skincare brand specializing in self-tanning for sensitive skin, didn't appear once in thousands of AI answers. One in-house marketer with no GEO or SEO background followed the plan. Within a quarter, the brand reached 22.2% visibility and a top-five rank among seven competitors.
Visibility shown is the weekly figure after one quarter.
The challenge
AI was choosing for shoppers, and Boë Beauté wasn't in the answer
- Shoppers now ask ChatGPT what their problem is, which products fit and which brands to trust, before they ever reach a website.
- Across thousands of prompt runs in the relevant markets and languages, Boë Beauté didn't appear once, not even at a low rank.
- Larger competitors had years of coverage, big content libraries and bigger marketing teams. Boë Beauté had no GEO or SEO specialist.
What Boë Beauté did
A US-first plan, done in the right order
3RD recommended a US-first challenger strategy: put limited resources where demand, real differentiation, and ChatGPT adoption gave the best chance to win.
A foundation AI could understand
Structured, verifiable company and category information, including a Wikidata entry, so AI recognized Boë Beauté as a distinct brand.
Pages AI could read
Readability, structured data, site structure and crawl access, with each fix tied to an observed failure in how AI read the site.
Questions with a right to win
Content focused where the brand is genuinely different: self-tanning for sensitive skin. Head-to-head comparison content waited until the brand had built authority.
Outside proof AI would use
Outreach aimed at the sources that shape AI answers in the category, so existing mentions became evidence AI cites.
The result
From not found to recommended
- Pages that had never been found started appearing.
- Content went from uncited to cited.
- Boë Beauté's own wording started showing up in AI answers.
- Recommendations spread to more shopper questions, at better average positions.
One in-house marketer did the work in a few hours a week, alongside other responsibilities.
What it showed
Four lessons from Boë Beauté
- A brand has to be understood before it can be recommended.
- Start where demand and your real difference overlap, not everywhere at once.
- Tie each fix to something you can observe, so you know what worked.
- With a clear plan, one marketer can do this in a few hours a week.
Your turn
Start where you can win.
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