Brandwave

How popular isBath & Body Works?

In September 2026, people searched for Bath & Body Works by name about 6.3 million times worldwide, about the same as the previous year. These searches made up 66.8% of all global body spray brand searches, placing Bath & Body Works first out of six brands. When we asked both ChatGPT and Google AI Overviews about body spray brands, Bath & Body Works appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Bath & Body Works is the most searched of 6 competitors and the most recommended in AI answers.

  1. Bath & Body WorksShare of searches 66.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. DoveShare of searches 17.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. LynxShare of searches 7.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Old SpiceShare of searches 3.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. NativeShare of searches 2.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top body spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bath & Body Works appeared in all five answers. Bath & Body Works is the most recommended of the six.

Most recommended by AI

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

  1. Bath & Body Works1st
  2. Lynx2nd
  3. Old Spice3rd
  4. Victoria's Secret4th
  5. Dove5th
  6. Native–

Mentioned by AI

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

  • Bath & Body Works5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lynx3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Old Spice3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Victoria's Secret3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Native0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about body spray brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which body spray brands compete with Bath & Body Works?

Bath & Body Works against body spray brands worldwide, by month

Share of searches by month for Bath & Body Works, Dove, Lynx, Old Spice, Native. The figures are in the table below the chart.

View monthly share of searches table
MonthBath & Body WorksDoveLynxOld SpiceNativeVictoria's Secret
Oct 202566.8%16.6%8.8%3.2%2.8%1.8%
Nov 202579.2%9.8%5.7%2.1%1.8%1.4%
Dec 202581.4%7.8%5.9%2.2%1.8%0.97%
Jan 202664.2%17.1%10.3%3.1%3.6%1.7%
Feb 202666.2%17%8.7%3.2%3.1%1.7%
Mar 202662.4%19%10%3.7%3.2%1.6%
Apr 202665.2%17%8.6%3.8%3.2%2.1%
May 202663%19.1%8.3%4.5%3.2%2%
Jun 202668.3%15.6%7.4%4%2.9%1.8%
Jul 202663.9%17.7%8.4%4.6%3.3%2.1%
Aug 202666.4%17.9%7.1%3.9%2.9%1.8%
Sep 202666.8%17.7%7.2%3.9%2.6%1.8%

  1. 1.Bath & Body Works

    66.8%

    Held 1st. 6.3M estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Dove

    17.7%

    Held 2nd. 1.7M estimated branded searches, -1.5% vs prior month. Share -0.2 points.

  3. 3.Lynx

    7.2%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Old Spice

    3.9%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Native

    2.6%

    Held 5th. 248K estimated branded searches, -9.9% vs prior month. Share -0.3 points.

  6. 6.Victoria's Secret

    1.8%

    Held 6th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Bath & Body Works and its closest rivals

Every comparison with Bath & Body Works

25 comparisons

How has branded search demand for Bath & Body Works changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bath & Body Works worldwide held steady at 6.3M.
  • Across the 12 months ending September 2026, Bath & Body Works’ share of searches among body spray brands worldwide peaked at 81.4% in December 2025 and was lowest at 62.4% in March 2026.

How did search popularity change for body spray brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.

  2. Estimated monthly branded searches for Lynx worldwide fell 18.2% over 12 measured months, from 823K to 673K in September 2026.

How are Bath & Body Works’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bath & Body Works’ 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.

  • bath and body works
  • bath body works

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How the Brand Demand Index is measured

Where does Bath & Body Works compete?

Bath & Body Works is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bath, body and cosmetics stores2nd of 723%Show ranking
Body spray brands1st of 666.8%Shown above
Home fragrance brands1st of 1074.3%Show ranking
Candle brands1st of 874.5%Show ranking
Diffuser brands1st of 880.9%Show ranking
Creator with pink hair and a pink jacket

Is Bath & Body Works your brand?

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