Brandwave

How popular isGillette?

In September 2026, people searched for Gillette by name about 9,800 times in Australia, a 63.3% increase from the previous year. These searches made up 16.8% of all Australia shaver and razor brand searches, placing Gillette second out of nine brands. When we asked both ChatGPT and Google AI Overviews about shaver and razor brands, Gillette appeared in two of the five answers and was the joint most recommended of the nine.

Search and AI answers in September 2026

Gillette is the second most searched of 9 competitors and the joint most recommended in AI answers.

  1. ManscapedShare of searches 46.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. GilletteShare of searches 16.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. PhilipsShare of searches 16.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. BraunShare of searches 5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 1st
  5. Dollar Shave ClubShare of searches 5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+4 more

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Top shaver and razor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gillette was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Gillette is the joint most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gillette1st
  2. Philips1st
  3. Braun1st
  4. BIC1st
  5. Panasonic5th
  6. Schick6th
  7. Remington7th
  8. Manscaped–
  9. Dollar Shave Club–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Philips4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gillette2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Braun1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Schick1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Remington1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Panasonic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BIC1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Manscaped0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dollar Shave Club0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about shaver and razor brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which shaver and razor brands compete with Gillette?

Gillette against shaver and razor brands in Australia, by month

Share of searches by month for Manscaped, Gillette, Philips, Braun, Dollar Shave Club, Schick, Remington, Panasonic. The figures are in the table below the chart.

View monthly share of searches table
MonthManscapedGillettePhilipsBraunDollar Shave ClubSchickRemingtonPanasonicBIC
Oct 202557.7%10.5%12.7%4.2%6.3%2.8%2.8%1.7%1.3%
Nov 202562.6%8.6%12.9%4.6%4.6%2%2%2%0.75%
Dec 202561.9%9.1%13.8%4.5%3.6%2%2.4%2%0.74%
Jan 202650.8%13.7%15%4.5%6.8%3%3%1.9%1.4%
Feb 202651%13.8%14.9%4.4%6.7%3%3%2%1.4%
Mar 202650%13.5%14.6%4.3%8.1%2.9%2.9%2%1.6%
Apr 202650.1%13.6%16.3%4.3%6.6%2.9%2.9%2%1.3%
May 202650.8%13.7%14.9%4.3%6.6%3%3%2.3%1.4%
Jun 202646.5%15.3%16.8%5%6.1%3.4%2.7%2.7%1.5%
Jul 202649.5%13.3%17.9%4.4%5.3%3.5%2.9%1.8%1.3%
Aug 202645.7%15.2%16.5%4.9%7.4%3.2%3.2%2.7%1.2%
Sep 202646.6%16.8%16.8%5%5%3.3%2.8%2.2%1.5%

  1. 1.Manscaped

    46.6%

    Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  2. 2.Gillette

    16.8%

    Moved from 3rd to 2nd. 9.8K estimated branded searches, +8.9% vs prior month. Share +1.7 points.

  3. 3.Philips

    16.8%

    Moved from 2nd to 3rd. 9.8K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Braun

    5%

    Moved from 5th to 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Dollar Shave Club

    5%

    Moved from 4th to 5th. 2.9K estimated branded searches, -34.1% vs prior month. Share -2.4 points.

  6. 6.Schick

    3.3%

    Moved from 7th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Remington

    2.8%

    Moved from 6th to 7th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.5 points.

  8. 8.Panasonic

    2.2%

    Held 8th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  9. 9.BIC

    1.5%

    Held 9th. 880 estimated branded searches, +22.2% vs prior month. Share +0.3 points.

Compare popularity between Gillette and its closest rivals

Every comparison with Gillette

8 comparisons

How has branded search demand for Gillette changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gillette in Australia rose from 6K to 9.8K.
  • Across the 12 months ending September 2026, Gillette’s share of searches among shaver and razor brands in Australia increased from 10.5% to 16.8%.
  • Across the 12 months ending September 2026, Gillette’s share of searches among shaver and razor brands in Australia peaked at 16.8% in September 2026 and was lowest at 8.6% in November 2025.
  • Across the 12 months ending September 2026, Gillette rose from 3rd to 2nd among shaver and razor brands in Australia.

How did search popularity change for Australia shaver and razor brands in September 2026?

6 changes

  1. In September 2026, Gillette overtook Philips to rank 2nd among shaver and razor brands in Australia, with 16.8% of the searches.

  2. In September 2026, Manscaped gained share of searches among shaver and razor brands in Australia, from 45.7% to 46.6%.

  3. In September 2026, Dollar Shave Club lost share of searches among shaver and razor brands in Australia, from 7.4% to 5%.

  4. In September 2026, Braun rose from 5th to 4th among shaver and razor brands in Australia.

  5. In September 2026, Schick rose from 7th to 6th among shaver and razor brands in Australia.

  6. In September 2026, Remington fell from 6th to 7th among shaver and razor brands in Australia.

How are Gillette’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gillette’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • gillette razor
  • venus razor

How the Brand Demand Index is measured

Who owns Gillette?

Gillette is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Head & Shoulders, Old Spice, Oral-B, Pampers and Pantene, owned by the same company, in Australia.

Do you work for Gillette? To request corrections or removal please contact us via our support page and we will be happy to assist.

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