Old Spice vs Victoria's Secret:Which is more popular?
In September 2026, Old Spice had more branded searches than Victoria's Secret among body spray brands worldwide. Old Spice had about 368,000 branded searches, while Victoria's Secret had 165,000. Old Spice made up 3.9% of all body spray brand searches we track, and Victoria's Secret accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about body spray brands, Old Spice and Victoria's Secret each appeared in three of the five answers. Old Spice was mentioned before Victoria's Secret in three out of four answers.
Who do people search for more?
Old Spice, about 2 searches for every 1 for Victoria's Secret
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Old Spice, named ahead of Victoria's Secret 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, 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. Victoria's Secret was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Old Spice was listed before Victoria's Secret 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 Old Spice or Victoria's Secret more popular in search?
This chart shows how often people search Google for Old Spice and Victoria's Secret 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 Old Spice, Victoria's Secret. 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 Old Spice and Victoria's Secret comparison changed over the last 12 months?
3 findings
- Old Spice was ahead of Victoria's Secret in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among body spray brands worldwide held steady at 1.8%, and its estimated monthly branded searches held steady at 165K.
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?
2 search terms
Brandwave collects information about searches that people make online using Old Spice’s and Victoria's Secret’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
Victoria's Secret
1 branded search term
- victorias secret
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