Lume vs Old Spice:Which is more popular?
In October 2026, Lume had more branded searches than Old Spice among deodorant and body care brands worldwide. Lume had about 74,000 branded searches, while Old Spice had 18,100. Lume made up 5.7% of all deodorant and body care brand searches we track, and Old Spice accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Lume appeared in two of the five answers and Old Spice in none.
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Top deodorant and body care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lume was mentioned in two out of five: in one 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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dove1st
Native2nd
Secret3rd
Vanicream4th
SALT & STONE5th
Nécessaire6th
Lume7th
Wild–
Dr. Squatch–
Old Spice–- +2 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dove5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Native4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Vanicream3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nécessaire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- SALT & STONE1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wild0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about deodorant and body care brands
5 answers
Asked ChatGPT
“Which deodorant and body care brand should I buy?”
Asked ChatGPT
“What are the best deodorant and body care brands?”
Asked ChatGPT
“What's the best deodorant and body care brand for sensitive skin?”
Searched Google, AI Overview
“deodorant for sensitive skin”
Searched Google, AI Overview
“women's deodorant brand”
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 Lume or Old Spice more popular in search?
This chart shows how often people search Google for Lume and Old Spice by name. Each line represents a brand's share of searches for all 12 deodorant and body care brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Lume, Old Spice. The figures are in the table below the chart.
View monthly share of searches table
| Month | SALT & STONE | Dove | Wild | Native | Secret | Lume | Dr. Squatch | Vanicream | Nécessaire | Old Spice | nuud | Nivea |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 30.7% | 16.1% | 23.2% | 11.7% | 6.4% | 4.3% | 2.9% | 0.85% | 1.7% | 1% | 0.88% | 0.31% |
| Dec 2025 | 33.1% | 16.1% | 20% | 12.3% | 6.8% | 4.5% | 2.5% | 0.91% | 1.8% | 0.91% | 0.77% | 0.33% |
| Jan 2026 | 24.8% | 18.5% | 21.6% | 13.4% | 8.9% | 4.9% | 2.7% | 1.2% | 1.9% | 0.8% | 1% | 0.36% |
| Feb 2026 | 25.8% | 18% | 23.3% | 11.8% | 7.9% | 5.3% | 2.9% | 1.3% | 1.4% | 0.86% | 1.1% | 0.38% |
| Mar 2026 | 22.6% | 17.6% | 24.5% | 12.4% | 8.3% | 6.8% | 3% | 1.1% | 1.5% | 0.91% | 0.95% | 0.41% |
| Apr 2026 | 24% | 18.7% | 21.3% | 10.8% | 8.8% | 7.2% | 3.9% | 1.4% | 1.4% | 0.96% | 1% | 0.53% |
| May 2026 | 23.5% | 17.1% | 24.5% | 10.1% | 8.2% | 6.8% | 3.7% | 2% | 1.3% | 1.1% | 1.1% | 0.49% |
| Jun 2026 | 21.9% | 19.1% | 27.4% | 9.4% | 7.7% | 6.3% | 2.8% | 1.5% | 1.3% | 1% | 1.1% | 0.46% |
| Jul 2026 | 24.9% | 18.5% | 26.2% | 9% | 7.3% | 6% | 2.7% | 1.5% | 1.5% | 0.98% | 1% | 0.44% |
| Aug 2026 | 25% | 18.3% | 25.9% | 8.9% | 7.2% | 5.9% | 3.2% | 1.8% | 1.3% | 1.2% | 0.83% | 0.43% |
| Sep 2026 | 24.6% | 21% | 20.5% | 8.5% | 8.5% | 5.7% | 3.1% | 3.8% | 1.4% | 1.4% | 0.97% | 0.42% |
| Oct 2026 | 24.2% | 21.1% | 20.7% | 8.5% | 8.5% | 5.7% | 3.8% | 3.1% | 1.7% | 1.4% | 0.8% | 0.42% |
Old Spice sells other things too, so only its searches that name this product count here, like “old spice deo stick”.
How has branded search for Lume and Old Spice changed worldwide over the last 12 months?
3 findings
- Lume was ahead of Old Spice in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Lume’s share of searches among deodorant and body care brands worldwide moved from 4.3% to 5.7%, and its estimated monthly branded searches moved from 60.5K to 74K.
- Across the 12 months ending October 2026, Old Spice’s share of searches among deodorant and body care brands worldwide moved from 1% to 1.4%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
How did search popularity change for deodorant and body care brands worldwide in October 2026?
2 changes
How are Lume’s and Old Spice’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lume’s 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.
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