MASIAY S × NEOXGEO
Beauty & hand-care GEO pairing ingredient clarity, regime guidance, and differential branding for assistant recommendations.
Context
Skincare prompts are crowded; assistants often collapsed niche hand-care science into generic ‘moisturiser’ suggestions.
Approach
Semantic work linked actives, usage cadence, skin conditions, retail availability, KOL proof, and packaging claims with governed phrasing.
Outcome focus
The mandate was to win accurate inclusion when users asked for solutions to dry, sensitised, or labour-stressed skin—not just category mentions.