Old Spice vs Vanicream:Which is more popular?
In October 2026, Vanicream had more branded searches than Old Spice among deodorant and body care brands worldwide. Vanicream had about 40,500 branded searches, while Old Spice had 18,100. Vanicream made up 3.1% 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, Vanicream appeared in three of the five answers and Old Spice in none.
Who do people search for more?
Vanicream, about 2 searches for every 1 for Old Spice
Who does AI mention more?
Vanicream, mentioned in 3 of 5 answers, Old Spice in 0
Who does AI recommend more?
Vanicream, the only one of the two named
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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, Vanicream 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.
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 Old Spice or Vanicream more popular in search?
This chart shows how often people search Google for Old Spice and Vanicream 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 Vanicream, 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% |
Vanicream and Old Spice sell other things too, so only their searches that name this product count here, like “vanicream deodorant”.
How has branded search for Old Spice and Vanicream changed worldwide over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending October 2026: Vanicream took it in January 2026.
- 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.
- Across the 12 months ending October 2026, Vanicream’s share of searches among deodorant and body care brands worldwide moved from 0.85% to 3.1%, and its estimated monthly branded searches moved from 12.1K to 40.5K.
How did search popularity change for deodorant and body care brands worldwide in October 2026?
3 changes
In October 2026, Dr. Squatch overtook Vanicream to rank 7th among deodorant and body care brands worldwide, with 3.8% of the searches.
In October 2026, Vanicream lost share of searches among deodorant and body care brands worldwide, from 3.8% to 3.1%.
Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in October 2026.
How are Old Spice’s and Vanicream’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Old Spice’s and Vanicream’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.
Other head-to-heads among deodorant and body care brands
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