--- title: "Burberry vs Le Labo: Which is searched more in Australia?" description: "Is Burberry or Le Labo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/burberry-vs-le-labo" publisher: "Brandwave" --- # Burberry vs Le Labo: Which is searched more in Australia? Is Burberry or Le Labo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Burberry and Le Labo - **Competitive set**: Fragrance brands - **Market**: Australia - **Month measured**: Sep 2026 - **Burberry Share of Search**: 7.3% - **Le Labo Share of Search**: 16.4% ## Is Burberry or Le Labo more popular in search? - In September 2026, Le Labo had more branded searches than Burberry among fragrance brands in Australia. Le Labo had about 40,500 branded searches, while Burberry had 18,100. Le Labo made up 16.4% of all fragrance brand searches we track, and Burberry accounted for 7.3%. - Le Labo was ahead of Burberry in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in Australia moved from 6.9% to 7.3%, and its estimated monthly branded searches moved from 14.8K to 18.1K. - Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in Australia moved from 15.5% to 16.4%, and its estimated monthly branded searches moved from 33.1K to 40.5K. ## Top fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Le Labo was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Burberry did not appear in any of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Yves Saint Laurent | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Chanel | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Dior Beauty | 3rd | 1 of 3 | 0 of 1 | 1 of 4 | | Maison Francis Kurkdjian | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | Tom Ford | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Le Labo | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Jo Malone | 7th | 1 of 3 | 0 of 1 | 1 of 4 | | Versace | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Burberry | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Prada | Not ranked | 0 of 3 | 1 of 1 | 1 of 4 | | KAYALI | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Marc Jacobs | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Gucci | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Rabanne | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Viktor&Rolf | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about fragrance brands - Asked ChatGPT "What are the best perfume brands in Australia?": 1. Chanel, 2. Dior Beauty, 3. Yves Saint Laurent, 4. Maison Francis Kurkdjian, 5. Le Labo, 6. Jo Malone, 7. Versace - Asked ChatGPT "Which women's perfume is most popular in Australia?": 1. Chanel, 2. Yves Saint Laurent - Asked ChatGPT "What's a good long-lasting perfume?": 1. Yves Saint Laurent, 2. Tom Ford - Searched Google, AI Overview "best perfume": 1. Chanel, 2. Yves Saint Laurent, 3. Prada Not named in any answer: Burberry, KAYALI, Marc Jacobs, Gucci, Rabanne and Viktor&Rolf. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia fragrance brands in September 2026? - In September 2026, Le Labo gained share of searches among fragrance brands in Australia, from 14.2% to 16.4%. - Estimated monthly branded searches for Burberry in Australia rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026. ## Month by month | Month | Burberry estimated searches | Burberry Share of Search | Burberry rank | Le Labo estimated searches | Le Labo Share of Search | Le Labo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 14.8K | 6.9% | 6 | 33.1K | 15.5% | 1 | | Nov 2025 | 22.2K | 7.2% | 6 | 33.1K | 10.7% | 3 | | Dec 2025 | 27.1K | 8.1% | 6 | 33.1K | 9.9% | 4 | | Jan 2026 | 12.1K | 6.9% | 7 | 22.2K | 12.6% | 1 | | Feb 2026 | 12.1K | 7.5% | 6 | 22.2K | 13.7% | 1 | | Mar 2026 | 12.1K | 7% | 6 | 27.1K | 15.6% | 1 | | Apr 2026 | 12.1K | 6.6% | 7 | 27.1K | 14.8% | 1 | | May 2026 | 14.8K | 7.2% | 6 | 27.1K | 13.2% | 1 | | Jun 2026 | 12.1K | 6.9% | 6 | 27.1K | 15.5% | 1 | | Jul 2026 | 14.8K | 7.6% | 5 | 27.1K | 13.9% | 1 | | Aug 2026 | 18.1K | 7.8% | 5 | 33.1K | 14.2% | 1 | | Sep 2026 | 18.1K | 7.3% | 5 | 40.5K | 16.4% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Burberry’s and Le Labo’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. - **Burberry**: Measured on the search term “burberry perfume”. - **Le Labo**: Measured on the search term “le labo”. - [Burberry profile](/demand/au/brands/burberry) - [Le Labo profile](/demand/au/brands/le-labo) - [All fragrance brands in Australia](/demand/au/categories/au-fragrance-brands): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Burberry or Le Labo more popular in search? In September 2026, Le Labo had more branded searches than Burberry among fragrance brands in Australia. Le Labo had about 40,500 branded searches, while Burberry had 18,100. Le Labo made up 16.4% of all fragrance brand searches we track, and Burberry accounted for 7.3%. ## Cite this page Brandwave. "Burberry vs Le Labo: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/burberry-vs-le-labo This page is also available as HTML at https://gobrandwave.com/demand/au/compare/burberry-vs-le-labo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.