--- title: "Old Spice vs Rexona: Which is searched more in Australia?" description: "Is Old Spice or Rexona more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant 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/old-spice-vs-rexona" publisher: "Brandwave" --- # Old Spice vs Rexona: Which is searched more in Australia? Is Old Spice or Rexona more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant 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**: Old Spice and Rexona - **Competitive set**: Deodorant brands - **Market**: Australia - **Month measured**: Sep 2026 - **Old Spice Share of Search**: 8% - **Rexona Share of Search**: 8% ## Is Old Spice or Rexona more popular in search? - In September 2026, Old Spice and Rexona were level in searches among deodorant brands in Australia, with an estimated 4.4K branded searches each, at 8% of the total each. - The lead changed hands 2 times in the 12 months ending September 2026: Rexona took it in January 2026, Old Spice took it in April 2026. - Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in Australia moved from 7.8% to 8%, and its estimated monthly branded searches moved from 3.6K to 4.4K. - Across the 12 months ending September 2026, Rexona’s share of searches among deodorant brands in Australia moved from 7.8% to 8%, and its estimated monthly branded searches moved from 3.6K to 4.4K. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Rexona was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Old Spice did not appear in any of the five 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 | | --- | --- | --- | --- | --- | | No Pong | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | MooGoo | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Rexona | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Nivea | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Mitchum | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Sukin | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Black Chicken | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Dove | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Lynx | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Old Spice | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Native | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant brands - Asked ChatGPT "Which deodorant should I buy in Australia?": 1. Rexona - Asked ChatGPT "What are the best deodorant brands in Australia?": 1. Rexona, 2. Mitchum, 3. No Pong, 4. MooGoo, 5. Dove - Asked ChatGPT "What's the best natural deodorant that actually works?": 1. MooGoo, 2. No Pong, 3. Black Chicken - Searched Google, AI Overview "deodorant": 1. Nivea, 2. Rexona - Searched Google, AI Overview "natural deodorant": 1. No Pong, 2. MooGoo, 3. Sukin Not named in any answer: Lynx, Old Spice and Native. 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 deodorant brands in September 2026? - In September 2026, Rexona gained share of searches among deodorant brands in Australia, from 6.7% to 8%. - Estimated monthly branded searches for Old Spice in Australia rose 22.2% over 12 measured months, from 3.6K to 4.4K in September 2026. ## Month by month | Month | Old Spice estimated searches | Old Spice Share of Search | Old Spice rank | Rexona estimated searches | Rexona Share of Search | Rexona rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 7.8% | 5 | 3.6K | 7.8% | 6 | | Nov 2025 | 3.6K | 6.9% | 6 | 3.6K | 6.9% | 7 | | Dec 2025 | 4.4K | 9.2% | 4 | 2.9K | 6.1% | 7 | | Jan 2026 | 2.9K | 5.7% | 7 | 3.6K | 7.1% | 6 | | Feb 2026 | 2.9K | 5.8% | 8 | 3.6K | 7.1% | 6 | | Mar 2026 | 3.6K | 6.9% | 6 | 3.6K | 6.9% | 7 | | Apr 2026 | 3.6K | 7.8% | 6 | 2.9K | 6.3% | 8 | | May 2026 | 4.4K | 9% | 6 | 3.6K | 7.4% | 7 | | Jun 2026 | 4.4K | 8.7% | 5 | 4.4K | 8.7% | 6 | | Jul 2026 | 3.6K | 7.8% | 6 | 3.6K | 7.8% | 7 | | Aug 2026 | 4.4K | 8.2% | 6 | 3.6K | 6.7% | 7 | | Sep 2026 | 4.4K | 8% | 6 | 4.4K | 8% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Old Spice’s and Rexona’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. - **Old Spice**: Measured on the search term “old spice”. - **Rexona**: Measured on the search term “rexona”. - [Old Spice profile](/demand/au/brands/old-spice) - [Rexona profile](/demand/au/brands/rexona) - [All deodorant brands in Australia](/demand/au/categories/au-deodorant-brands): The set both shares are measured inside, 11 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 Old Spice or Rexona more popular in search? In September 2026, Old Spice and Rexona were level in searches among deodorant brands in Australia, with an estimated 4.4K branded searches each, at 8% of the total each. ## Cite this page Brandwave. "Old Spice vs Rexona: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/old-spice-vs-rexona This page is also available as HTML at https://gobrandwave.com/demand/au/compare/old-spice-vs-rexona. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.