Brandwave

How popular isEstée Lauder?

In September 2026, people searched for Estée Lauder by name about 5,090 times in New Zealand, a 27.3% increase from the previous year. These searches made up 15% of all New Zealand night cream brand searches, placing Estée Lauder third out of five brands. When we asked both ChatGPT and Google AI Overviews about night cream brands, Estée Lauder appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Estée Lauder is the third most searched of 5 competitors and the fifth most recommended in AI answers.

  1. CeraVeShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. CetaphilShare of searches 38.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. Estée LauderShare of searches 15%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. OlayShare of searches 0.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. La Roche-PosayShare of searches 0.21%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top night cream brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Estée Lauder was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Estée Lauder is the fifth most recommended of the five.

Most recommended by AI

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

  1. CeraVe1st
  2. La Roche-Posay2nd
  3. Olay3rd
  4. Cetaphil4th
  5. Estée Lauder5th

Mentioned by AI

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

  • CeraVe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cetaphil3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • La Roche-Posay3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Olay2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Estée Lauder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about night cream brands

5 answers

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

Which night cream brands compete with Estée Lauder?

Estée Lauder against night cream brands in New Zealand, by month

Share of searches by month for CeraVe, Cetaphil, Estée Lauder. The figures are in the table below the chart.

View monthly share of searches table
MonthCeraVeCetaphilEstée LauderOlayLa Roche-Posay
Oct 202544.3%39.5%15.5%0.54%0.19%
Nov 202542.1%38.1%19.1%0.49%0.24%
Dec 202545.2%36.6%17.6%0.4%0.18%
Jan 202650.4%35.6%13.4%0.39%0.18%
Feb 202651.3%34.3%13.7%0.38%0.29%
Mar 202650.7%33.1%15.4%0.65%0.19%
Apr 202652.9%32.1%14.2%0.61%0.18%
May 202654.2%32.9%12.3%0.44%0.22%
Jun 202659%30.1%10.4%0.34%0.22%
Jul 202655.9%33.4%10.1%0.41%0.15%
Aug 202652.3%35.1%11.9%0.6%0.14%
Sep 202645.5%38.8%15%0.5%0.21%

  1. 1.CeraVe

    45.5%

    Held 1st. 15.4K estimated branded searches, -15.1% vs prior month. Share -6.8 points.

  2. 2.Cetaphil

    38.8%

    Held 2nd. 13.2K estimated branded searches, +8.1% vs prior month. Share +3.8 points.

  3. 3.Estée Lauder

    15%

    Held 3rd. 5.1K estimated branded searches, +22.7% vs prior month. Share +3.1 points.

  4. 4.Olay

    0.5%

    Held 4th. 170 estimated branded searches, -19% vs prior month. Share -0.1 points.

  5. 5.La Roche-Posay

    0.21%

    Held 5th. 70 estimated branded searches, +40% vs prior month. Share +0.1 points.

Compare popularity between Estée Lauder and its closest rivals

Every comparison with Estée Lauder

21 comparisons

How has branded search demand for Estée Lauder changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Estée Lauder in New Zealand rose from 4K to 5.1K.
  • Across the 12 months ending September 2026, Estée Lauder’s share of searches among night cream brands in New Zealand peaked at 19.1% in November 2025 and was lowest at 10.1% in July 2026.

How did search popularity change for New Zealand night cream brands in September 2026?

5 changes

  1. In September 2026, Cetaphil gained share of searches among night cream brands in New Zealand, from 35.1% to 38.8%.

  2. In September 2026, Estée Lauder gained share of searches among night cream brands in New Zealand, from 11.9% to 15%.

  3. In September 2026, CeraVe lost share of searches among night cream brands in New Zealand, from 52.3% to 45.5%.

  4. Estimated monthly branded searches for La Roche-Posay in New Zealand rose 40% over 12 measured months, from 50 to 70 in September 2026.

  5. Estimated monthly branded searches for Olay in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.

How are Estée Lauder’s branded searches counted?

7 search terms

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

  • estee lauder
  • estee lauder concealer
  • estee lauder foundation
  • estee lauder lipstick
  • estee lauder makeup
  • estee lauder mascara
  • estee lauder primer

Do you work for Estée Lauder? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Estée Lauder compete?

Estée Lauder is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands6th of 334.6%Show ranking
Moisturizer brands4th of 88.2%Show ranking
Eye shadow brands3rd of 813.4%Show ranking
Eye makeup remover brands4th of 513.9%Show ranking
Night cream brands3rd of 515%Shown above
Creator with pink hair and a pink jacket

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