Bath & Body Works vs Old Spice:Which is more popular?
In September 2026, Bath & Body Works had more branded searches than Old Spice among body spray brands worldwide. Bath & Body Works had about 6.3 million branded searches, while Old Spice had 368,000. Bath & Body Works made up 66.8% of all body spray brand searches we track, and Old Spice accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about body spray brands, Bath & Body Works appeared in all five answers and Old Spice in three. Bath & Body Works was mentioned before Old Spice in three out of four answers.
Who do people search for more?
Bath & Body Works, about 17 searches for every 1 for Old Spice
Who does AI mention more?
Bath & Body Works, mentioned in every answer we collected
Who does AI recommend more?
Bath & Body Works, named ahead of Old Spice in 3 of 4 answers
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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. Old Spice was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bath & Body Works was listed before Old Spice in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bath & Body Works1st
Lynx2nd
Old Spice3rd
Victoria's Secret4th
Dove5th
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
Asked ChatGPT
“Which body spray brand should I buy?”
Asked ChatGPT
“What are the best body spray brands?”
Asked ChatGPT
“What's the best body spray brand for everyday freshness?”
Searched Google, AI Overview
“long lasting body spray”
Searched Google, AI Overview
“men's body spray”
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.
Is Bath & Body Works or Old Spice more popular in search?
This chart shows how often people search Google for Bath & Body Works and Old Spice by name. Each line represents a brand's share of searches for all six body spray brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Bath & Body Works, Old Spice. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bath & Body Works | Dove | Lynx | Old Spice | Native | Victoria's Secret |
|---|---|---|---|---|---|---|
| Oct 2025 | 66.8% | 16.6% | 8.8% | 3.2% | 2.8% | 1.8% |
| Nov 2025 | 79.2% | 9.8% | 5.7% | 2.1% | 1.8% | 1.4% |
| Dec 2025 | 81.4% | 7.8% | 5.9% | 2.2% | 1.8% | 0.97% |
| Jan 2026 | 64.2% | 17.1% | 10.3% | 3.1% | 3.6% | 1.7% |
| Feb 2026 | 66.2% | 17% | 8.7% | 3.2% | 3.1% | 1.7% |
| Mar 2026 | 62.4% | 19% | 10% | 3.7% | 3.2% | 1.6% |
| Apr 2026 | 65.2% | 17% | 8.6% | 3.8% | 3.2% | 2.1% |
| May 2026 | 63% | 19.1% | 8.3% | 4.5% | 3.2% | 2% |
| Jun 2026 | 68.3% | 15.6% | 7.4% | 4% | 2.9% | 1.8% |
| Jul 2026 | 63.9% | 17.7% | 8.4% | 4.6% | 3.3% | 2.1% |
| Aug 2026 | 66.4% | 17.9% | 7.1% | 3.9% | 2.9% | 1.8% |
| Sep 2026 | 66.8% | 17.7% | 7.2% | 3.9% | 2.6% | 1.8% |
How has the Bath & Body Works and Old Spice comparison changed over the last 12 months?
3 findings
- Bath & Body Works was ahead of Old Spice in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bath & Body Works’ share of searches among body spray brands worldwide held steady at 66.8%, and its estimated monthly branded searches held steady at 6.3M.
- Across the 12 months ending September 2026, Old Spice’s share of searches among body spray brands worldwide moved from 3.2% to 3.9%, and its estimated monthly branded searches moved from 301K to 368K.
How did search popularity change for body spray brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Bath & Body Works’ and Old Spice’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.
Bath & Body Works
2 branded search terms
- bath and body works
- bath body works
Old Spice
1 branded search term
- old spice
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