Brandwave

How popular isGucci?

In September 2026, people searched for Gucci by name about 48,600 times in Australia, about the same as the previous year. These searches made up 3.3% of all Australia fragrance brand searches, placing Gucci 12th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Gucci did not appear in any of the answers.

Search and AI answers in September 2026

Gucci is the 12th most searched of 15 competitors and not listed in any AI answer.

  1. Le LaboShare of searches 16.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  2. Yves Saint LaurentShare of searches 13.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. VersaceShare of searches 11%Mentioned in 1 of 4 AI answersPlace in AI recommendations 8th
  4. ChanelShare of searches 9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  5. GucciShare of searches 3.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+10 more

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Gucci did not appear in any of the four answers.

Most recommended by AI

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

  1. Yves Saint Laurent1st
  2. Chanel2nd
  3. Dior Beauty3rd
  4. Maison Francis Kurkdjian4th
  5. Tom Ford5th
  6. Le Labo6th
  7. Jo Malone7th
  8. +4 more
  9. Marc Jacobs–
  10. Gucci–
  11. Rabanne–
  12. +1 more

Mentioned by AI

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

  • Yves Saint Laurent4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Chanel3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Le Labo1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Versace1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dior Beauty1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Jo Malone1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Prada1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tom Ford1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Maison Francis Kurkdjian1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Gucci0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+5 more

See every answer about fragrance brands

4 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 fragrance brands compete with Gucci?

Gucci against fragrance brands in Australia, by month

Share of searches by month for Le Labo, Yves Saint Laurent, Versace, Chanel, Burberry, Dior Beauty, Jo Malone, Prada, Tom Ford, KAYALI, Marc Jacobs, Gucci, Maison Francis Kurkdjian. The figures are in the table below the chart.

View monthly share of searches table
MonthLe LaboYves Saint LaurentVersaceChanelBurberryDior BeautyJo MalonePradaTom FordKAYALIMarc JacobsGucciMaison Francis KurkdjianRabanneViktor&Rolf
Oct 202515.5%12.7%8.5%8.5%6.9%6.9%8.5%6.9%6.9%4.6%4.6%3.8%3.1%1.6%1%
Nov 202510.7%13.1%8.8%8.8%7.2%7.2%10.7%5.9%5.9%7.2%5.9%3.9%2.1%1.4%1.3%
Dec 20259.9%12.2%9.9%9.9%8.1%6.7%9.9%6.7%5.4%4.4%6.7%4.4%2.4%1.7%1.5%
Jan 202612.6%12.6%8.4%10.3%6.9%8.4%8.4%5.6%6.9%4.6%5.6%3.8%3.1%1.5%1.2%
Feb 202613.7%11.2%9.1%9.1%7.5%9.1%7.5%6.1%6.1%5%6.1%4.1%2.7%1.4%1.1%
Mar 202615.6%12.8%8.5%8.5%7%7%8.5%5.7%7%5.7%4.7%3.8%2.5%1.4%1.1%
Apr 202614.8%12.1%8.1%9.9%6.6%8.1%9.9%6.6%5.4%5.4%4.4%3.6%2.9%1.4%1%
May 202613.2%13.2%8.8%10.8%7.2%7.2%8.8%5.9%5.9%4.8%4.8%3.9%2.6%1.8%1.1%
Jun 202615.5%12.7%8.5%10.3%6.9%6.9%8.5%6.9%5.7%4.6%4.6%3.8%2.5%1.6%1.1%
Jul 202613.9%13.9%9.3%9.3%7.6%7.6%7.6%6.2%6.2%5.1%5.1%3.4%2.2%1.8%1.2%
Aug 202614.2%11.7%9.5%9.5%7.8%7.8%7.8%6.4%7.8%4.3%4.3%3.5%2.3%2.3%0.93%
Sep 202616.4%13.4%11%9%7.3%7.3%7.3%6%6%4%4%3.3%2.2%1.8%0.93%

  1. 1.Le Labo

    16.4%

    Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share +2.2 points.

  2. 2.Yves Saint Laurent

    13.4%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.8 points.

  3. 3.Versace

    11%

    Moved from 4th to 3rd. 27.1K estimated branded searches, +22.1% vs prior month. Share +1.4 points.

  4. 4.Chanel

    9%

    Moved from 3rd to 4th. 22.2K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Burberry

    7.3%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Dior Beauty

    7.3%

    Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.Jo Malone

    7.3%

    Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  8. 8.Prada

    6%

    Moved from 9th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.4 points.

  9. 9.Tom Ford

    6%

    Moved from 8th to 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1.8 points.

  10. 10.KAYALI

    4%

    Held 10th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Marc Jacobs

    4%

    Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  12. 12.Gucci

    3.3%

    Held 12th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  13. 13.Maison Francis Kurkdjian

    2.2%

    Held 13th. 5.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  14. 14.Rabanne

    1.8%

    Held 14th. 4.3K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  15. 15.Viktor&Rolf

    0.93%

    Held 15th. 2.3K estimated branded searches, +6% vs prior month. Share 0 points.

Compare popularity between Gucci and its closest rivals

Every comparison with Gucci

19 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gucci in Australia held steady at 48.6K.
  • Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in Australia decreased from 3.8% to 3.3%.
  • Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in Australia peaked at 4.4% in December 2025 and was lowest at 3.3% in September 2026.

How did search popularity change for Australia fragrance brands in September 2026?

6 changes

  1. In September 2026, Versace overtook Chanel to rank 3rd among fragrance brands in Australia, with 11% of the searches.

  2. In September 2026, Le Labo gained share of searches among fragrance brands in Australia, from 14.2% to 16.4%.

  3. In September 2026, Yves Saint Laurent gained share of searches among fragrance brands in Australia, from 11.7% to 13.4%.

  4. In September 2026, Tom Ford lost share of searches among fragrance brands in Australia, from 7.8% to 6%.

  5. In September 2026, Chanel lost share of searches among fragrance brands in Australia, from 9.5% to 9%.

  6. In September 2026, Rabanne lost share of searches among fragrance brands in Australia, from 2.3% to 1.8%.

How are Gucci’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gucci’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.

  • gucci bag
  • gucci perfume

How the Brand Demand Index is measured

Who owns Gucci?

Gucci is owned by Kering. Brandwave also tracks Yves Saint Laurent, owned by the same company, in Australia.

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

Where does Gucci compete?

Gucci is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Handbag brands3rd of 178.2%Show ranking
Fragrance brands12th of 153.3%Shown above
Creator with pink hair and a pink jacket

Is Gucci your brand?

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