Brandwave

How popular isJo Malone?

In September 2026, people searched for Jo Malone by name about 6,020 times in New Zealand, a 20.9% increase from the previous year. These searches made up 4.4% of all New Zealand fragrance brand searches, placing Jo Malone seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Jo Malone appeared in three of the five answers and was the seventh most recommended of the 12.

Search and AI answers in September 2026

Jo Malone is the seventh most searched of 12 competitors and the seventh most recommended in AI answers.

  1. Yves Saint LaurentShare of searches 20.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. Dior BeautyShare of searches 19%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. VersaceShare of searches 15.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. GucciShare of searches 14.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Jo MaloneShare of searches 4.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

+7 more

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone is the seventh most recommended of the 12.

Most recommended by AI

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

  1. Dior Beauty1st
  2. Chanel2nd
  3. Tom Ford3rd
  4. Maison Francis Kurkdjian4th
  5. Yves Saint Laurent5th
  6. Versace6th
  7. Jo Malone7th
  8. Rabanne8th
  9. Le Labo9th
  10. Gucci–
  11. +2 more

Mentioned by AI

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

  • Dior Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chanel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tom Ford3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jo Malone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yves Saint Laurent2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Versace2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Labo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maison Francis Kurkdjian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rabanne1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gucci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about fragrance 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 19, 2026.

Which fragrance brands compete with Jo Malone?

Jo Malone against fragrance brands in New Zealand, by month

Share of searches by month for Yves Saint Laurent, Dior Beauty, Versace, Gucci, Chanel, Tom Ford, Jo Malone, Rabanne, Carolina Herrera. The figures are in the table below the chart.

View monthly share of searches table
MonthYves Saint LaurentDior BeautyVersaceGucciChanelTom FordJo MaloneRabanneCarolina HerreraLe LaboMaison Francis KurkdjianViktor&Rolf
Oct 202517.7%16.7%18.4%17.4%11.4%8%4%2.7%1.5%1.1%0.72%0.34%
Nov 202518.7%17.3%18.5%16.7%11.7%6.1%4.6%2.6%1.8%1.1%0.51%0.37%
Dec 202519.5%16.9%17.1%15.2%13.4%5.7%5.2%3.4%1.7%0.98%0.61%0.37%
Jan 202619.3%17.5%16.9%16.6%13.6%6.1%3.5%2.6%1.7%1.1%0.63%0.37%
Feb 202618.2%17.3%16.3%17.3%14.6%5.9%3.7%3.1%1.5%0.99%0.72%0.29%
Mar 202618.2%18%15.9%16.3%14.1%6.2%4.3%2.7%2%1.2%0.67%0.4%
Apr 202618.2%18.2%16.5%17.2%12.8%6%4.1%2.8%2%1.2%0.65%0.27%
May 202616.2%18.6%16.8%16.1%16.8%5.4%3.7%2.4%1.8%1.2%0.55%0.35%
Jun 202617%16.4%13.9%14.4%23.4%5.7%3.1%2.8%1.5%1%0.58%0.26%
Jul 202619.4%18.2%14.8%15.8%14.6%6.4%4%2.9%1.7%1.1%0.51%0.39%
Aug 202618.9%21%15.7%14.1%13.9%6%3.5%3%1.7%1.2%0.53%0.36%
Sep 202620.1%19%15.8%14.6%12.1%6.4%4.4%3.1%2%1.4%0.75%0.29%

  1. 1.Yves Saint Laurent

    20.1%

    Moved from 2nd to 1st. 26.7K estimated branded searches, +3.9% vs prior month. Share +1.2 points.

  2. 2.Dior Beauty

    19%

    Moved from 1st to 2nd. 25.2K estimated branded searches, -11.7% vs prior month. Share -2 points.

  3. 3.Versace

    15.8%

    Held 3rd. 20.9K estimated branded searches, -2.2% vs prior month. Share 0 points.

  4. 4.Gucci

    14.6%

    Held 4th. 19.4K estimated branded searches, +0.94% vs prior month. Share +0.5 points.

  5. 5.Chanel

    12.1%

    Held 5th. 16K estimated branded searches, -15.2% vs prior month. Share -1.8 points.

  6. 6.Tom Ford

    6.4%

    Held 6th. 8.5K estimated branded searches, +3.3% vs prior month. Share +0.4 points.

  7. 7.Jo Malone

    4.4%

    Held 7th. 5.8K estimated branded searches, +21.4% vs prior month. Share +0.9 points.

  8. 8.Rabanne

    3.1%

    Held 8th. 4.1K estimated branded searches, +0.49% vs prior month. Share +0.1 points.

  9. 9.Carolina Herrera

    2%

    Held 9th. 2.7K estimated branded searches, +15.9% vs prior month. Share +0.3 points.

  10. 10.Le Labo

    1.4%

    Held 10th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.3 points.

  11. 11.Maison Francis Kurkdjian

    0.75%

    Held 11th. 1K estimated branded searches, +38.9% vs prior month. Share +0.2 points.

  12. 12.Viktor&Rolf

    0.29%

    Held 12th. 390 estimated branded searches, -20.4% vs prior month. Share -0.1 points.

Compare popularity between Jo Malone and its closest rivals

Every comparison with Jo Malone

25 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Jo Malone in New Zealand rose from 5K to 6K.
  • Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in New Zealand peaked at 5.2% in December 2025 and was lowest at 3.1% in June 2026.

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

6 changes

  1. In September 2026, Yves Saint Laurent overtook Dior Beauty to become the leader among fragrance brands in New Zealand, with 20.1% of the searches.

  2. In September 2026, Jo Malone gained share of searches among fragrance brands in New Zealand, from 3.5% to 4.4%.

  3. In September 2026, Dior Beauty lost share of searches among fragrance brands in New Zealand, from 21% to 19%.

  4. In September 2026, Chanel lost share of searches among fragrance brands in New Zealand, from 13.9% to 12.1%.

  5. Versace’s share of searches among fragrance brands in New Zealand has gained ground for 3 months in a row, from 13.9% to 15.8% in September 2026.

  6. Estimated monthly branded searches for Le Labo in New Zealand rose 46.2% over 12 measured months, from 1.3K to 1.9K in September 2026.

How are Jo Malone’s branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Jo Malone’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.

  • jo malone candle
  • jo malone cologne
  • jo malone diffuser
  • jo malone london
  • jo malone scents
  • jomalone
  • jomalone cologne
  • jomalone diffuser
  • jomalone fragrance

Do you work for Jo Malone? 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 Jo Malone compete?

Jo Malone is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands7th of 124.4%Shown above
Candle and home fragrance brands3rd of 916.1%Show ranking
Room spray brands3rd of 620.1%Show ranking
Hand soap brands2nd of 819.3%Show ranking
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