Brandwave

How popular isAshley & Co?

In September 2026, people searched for Ashley & Co by name about 2,400 times in New Zealand, a 17.2% decrease from the previous year. These searches made up 8.5% of all New Zealand room spray brand searches, placing Ashley & Co fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about room spray brands, Ashley & Co appeared in two of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Ashley & Co is the fifth most searched of 6 competitors and the third most recommended in AI answers.

  1. AesopShare of searches 30.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. EcoyaShare of searches 24%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Jo MaloneShare of searches 20.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. DiptyqueShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Ashley & CoShare of searches 8.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top room spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ashley & Co was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Ashley & Co is the third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ecoya1st
  2. The Aromatherapy Company2nd
  3. Ashley & Co3rd
  4. Aesop4th
  5. Jo Malone–
  6. Diptyque–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ecoya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ashley & Co2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Aromatherapy Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aesop1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Diptyque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about room spray brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which room spray brands compete with Ashley & Co?

Ashley & Co against room spray brands in New Zealand, by month

Share of searches by month for Aesop, Ecoya, Jo Malone, Diptyque, Ashley & Co, The Aromatherapy Company. The figures are in the table below the chart.

View monthly share of searches table
MonthAesopEcoyaJo MaloneDiptyqueAshley & CoThe Aromatherapy Company
Oct 202531.3%24.4%17.7%12.4%10.9%3.3%
Nov 202538%33.6%11.6%7%8%1.8%
Dec 202529%31%18.7%9.5%8.2%3.6%
Jan 202630.8%24.1%17.1%13.7%10.4%3.8%
Feb 202633.1%20.9%17.5%13.5%11.5%3.5%
Mar 202634%22.1%18.9%12.1%10%3%
Apr 202629.3%23.2%19%15.1%10.3%3.1%
May 202631.4%24.2%17.4%12.9%10.8%3.3%
Jun 202634%25.2%14.7%13.6%9.6%2.9%
Jul 202624.4%43.1%13%10.5%6.8%2.1%
Aug 202630.2%24.2%16.3%14.4%12.5%2.5%
Sep 202630.5%24%20.1%14.3%8.5%2.6%

  1. 1.Aesop

    30.5%

    Held 1st. 8.6K estimated branded searches, -1.2% vs prior month. Share +0.3 points.

  2. 2.Ecoya

    24%

    Held 2nd. 6.7K estimated branded searches, -3% vs prior month. Share -0.2 points.

  3. 3.Jo Malone

    20.1%

    Held 3rd. 5.7K estimated branded searches, +21.2% vs prior month. Share +3.9 points.

  4. 4.Diptyque

    14.3%

    Held 4th. 4K estimated branded searches, -2.7% vs prior month. Share -0.1 points.

  5. 5.Ashley & Co

    8.5%

    Held 5th. 2.4K estimated branded searches, -33.3% vs prior month. Share -4 points.

  6. 6.The Aromatherapy Company

    2.6%

    Held 6th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Ashley & Co and its closest rivals

Every comparison with Ashley & Co

9 comparisons

How has branded search demand for Ashley & Co changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ashley & Co in New Zealand fell from 2.9K to 2.4K.
  • Across the 12 months ending September 2026, Ashley & Co’s share of searches among room spray brands in New Zealand decreased from 10.9% to 8.5%.
  • Across the 12 months ending September 2026, Ashley & Co’s share of searches among room spray brands in New Zealand peaked at 12.5% in August 2026 and was lowest at 6.8% in July 2026.

How did search popularity change for New Zealand room spray brands in September 2026?

4 changes

  1. In September 2026, Jo Malone gained share of searches among room spray brands in New Zealand, from 16.3% to 20.1%.

  2. In September 2026, Ashley & Co lost share of searches among room spray brands in New Zealand, from 12.5% to 8.5%.

  3. Estimated monthly branded searches for Diptyque in New Zealand rose 22.5% over 12 measured months, from 3.3K to 4K in September 2026.

  4. Estimated monthly branded searches for The Aromatherapy Company in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are Ashley & Co’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Ashley & Co’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ashley and co

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How the Brand Demand Index is measured

Where does Ashley & Co compete?

Ashley & Co is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Candle and home fragrance brands6th of 96.6%Show ranking
Room spray brands5th of 68.5%Shown above
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