Brandwave

Old Spice vs SALT & STONE:Which is more popular?

In October 2026, SALT & STONE had more branded searches than Old Spice among deodorant and body care brands worldwide. SALT & STONE had about 312,000 branded searches, while Old Spice had 18,100. SALT & STONE made up 24.2% 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, SALT & STONE appeared in one of the five answers and Old Spice in none.

Among deodorant and body care brands worldwide in October 2026

Who do people search for more?

SALT & STONE, about 17 searches for every 1 for Old Spice

SALT & STONE 312K searchesOld Spice 18.1K searches

Who does AI mention more?

SALT & STONE, mentioned in 1 of 5 answers, Old Spice in 0

SALT & STONE in 1 of 5Old Spice in 0 of 5

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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, SALT & STONE was mentioned in one out of five: in one of the three ChatGPT answers, but not in either 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.

  1. Dove1st
  2. Native2nd
  3. Secret3rd
  4. Vanicream4th
  5. SALT & STONE5th
  6. Nécessaire6th
  7. Lume7th
  8. Wild–
  9. Dr. Squatch–
  10. Old Spice–
  11. +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

+2 more

See every answer about deodorant and body care 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.

Is Old Spice or SALT & STONE more popular in search?

This chart shows how often people search Google for Old Spice and SALT & STONE 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.

Old Spice and SALT & STONE among deodorant and body care brands worldwide, by month

Share of searches by month for SALT & STONE, Old Spice. The figures are in the table below the chart.

View monthly share of searches table
MonthSALT & STONEDoveWildNativeSecretLumeDr. SquatchVanicreamNécessaireOld SpicenuudNivea
Nov 202530.7%16.1%23.2%11.7%6.4%4.3%2.9%0.85%1.7%1%0.88%0.31%
Dec 202533.1%16.1%20%12.3%6.8%4.5%2.5%0.91%1.8%0.91%0.77%0.33%
Jan 202624.8%18.5%21.6%13.4%8.9%4.9%2.7%1.2%1.9%0.8%1%0.36%
Feb 202625.8%18%23.3%11.8%7.9%5.3%2.9%1.3%1.4%0.86%1.1%0.38%
Mar 202622.6%17.6%24.5%12.4%8.3%6.8%3%1.1%1.5%0.91%0.95%0.41%
Apr 202624%18.7%21.3%10.8%8.8%7.2%3.9%1.4%1.4%0.96%1%0.53%
May 202623.5%17.1%24.5%10.1%8.2%6.8%3.7%2%1.3%1.1%1.1%0.49%
Jun 202621.9%19.1%27.4%9.4%7.7%6.3%2.8%1.5%1.3%1%1.1%0.46%
Jul 202624.9%18.5%26.2%9%7.3%6%2.7%1.5%1.5%0.98%1%0.44%
Aug 202625%18.3%25.9%8.9%7.2%5.9%3.2%1.8%1.3%1.2%0.83%0.43%
Sep 202624.6%21%20.5%8.5%8.5%5.7%3.1%3.8%1.4%1.4%0.97%0.42%
Oct 202624.2%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 Old Spice and SALT & STONE changed worldwide over the last 12 months?

3 findings

How did search popularity change for deodorant and body care brands worldwide in October 2026?

2 changes

  1. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in October 2026.

  2. Estimated monthly branded searches for SALT & STONE worldwide fell 28.1% over 12 measured months, from 434K to 312K in October 2026.

How are Old Spice’s and SALT & STONE’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Old Spice’s and SALT & STONE’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

1 branded search term

  • old spice deo stick

SALT & STONE

4 branded search terms

  • salt & stone
  • salt and stone
  • saltandstone
  • saltstone

How the Brand Demand Index is measured

Other head-to-heads among deodorant and body care brands

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