BIC vs Gillette:Which is more popular?
In September 2026, Gillette had more branded searches than BIC among shaver and razor brands in Australia. Gillette had about 9,800 branded searches, while BIC had 880. Gillette made up 16.8% of all shaver and razor brand searches we track, and BIC accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about shaver and razor brands, Gillette appeared in two of the five answers and BIC in one. BIC and Gillette were each mentioned first in one of the two answers that named either.
Who do people search for more?
Gillette, about 11 searches for every 1 for BIC
Who does AI mention more?
Gillette, mentioned in 2 of 5 answers, BIC in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
Follow BIC vs Gillette and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
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. BIC was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. BIC and Gillette were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which razor should I buy in Australia?”
Asked ChatGPT
“What are the best electric shaver brands?”
Asked ChatGPT
“What's the best razor for sensitive skin?”
Searched Google, AI Overview
“razor”
Searched Google, AI Overview
“electric shaver”
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.
Is BIC or Gillette more popular in search?
This chart shows how often people search Google for BIC and Gillette by name. Each line represents a brand's share of searches for all nine shaver and razor brands we track, month by month, from searches in Australia.
Share of searches by month for Gillette, BIC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Manscaped | Gillette | Philips | Braun | Dollar Shave Club | Schick | Remington | Panasonic | BIC |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 57.7% | 10.5% | 12.7% | 4.2% | 6.3% | 2.8% | 2.8% | 1.7% | 1.3% |
| Nov 2025 | 62.6% | 8.6% | 12.9% | 4.6% | 4.6% | 2% | 2% | 2% | 0.75% |
| Dec 2025 | 61.9% | 9.1% | 13.8% | 4.5% | 3.6% | 2% | 2.4% | 2% | 0.74% |
| Jan 2026 | 50.8% | 13.7% | 15% | 4.5% | 6.8% | 3% | 3% | 1.9% | 1.4% |
| Feb 2026 | 51% | 13.8% | 14.9% | 4.4% | 6.7% | 3% | 3% | 2% | 1.4% |
| Mar 2026 | 50% | 13.5% | 14.6% | 4.3% | 8.1% | 2.9% | 2.9% | 2% | 1.6% |
| Apr 2026 | 50.1% | 13.6% | 16.3% | 4.3% | 6.6% | 2.9% | 2.9% | 2% | 1.3% |
| May 2026 | 50.8% | 13.7% | 14.9% | 4.3% | 6.6% | 3% | 3% | 2.3% | 1.4% |
| Jun 2026 | 46.5% | 15.3% | 16.8% | 5% | 6.1% | 3.4% | 2.7% | 2.7% | 1.5% |
| Jul 2026 | 49.5% | 13.3% | 17.9% | 4.4% | 5.3% | 3.5% | 2.9% | 1.8% | 1.3% |
| Aug 2026 | 45.7% | 15.2% | 16.5% | 4.9% | 7.4% | 3.2% | 3.2% | 2.7% | 1.2% |
| Sep 2026 | 46.6% | 16.8% | 16.8% | 5% | 5% | 3.3% | 2.8% | 2.2% | 1.5% |
How has the BIC and Gillette comparison changed over the last 12 months?
3 findings
- Gillette was ahead of BIC in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BIC’s share of searches among shaver and razor brands in Australia moved from 1.3% to 1.5%, and its estimated monthly branded searches moved from 720 to 880.
- Across the 12 months ending September 2026, Gillette’s share of searches among shaver and razor brands in Australia moved from 10.5% to 16.8%, and its estimated monthly branded searches moved from 6K to 9.8K.
How did search popularity change for Australia shaver and razor brands in September 2026?
2 changes
In September 2026, Gillette overtook Philips to rank 2nd among shaver and razor brands in Australia, with 16.8% of the searches.
Estimated monthly branded searches for BIC in Australia rose 22.2% over 12 measured months, from 720 to 880 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using BIC’s and Gillette’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among shaver and razor brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.