--- title: "Le Labo: search popularity in New Zealand" description: "A perfume brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/le-labo" publisher: "Brandwave" --- # Le Labo: search popularity in New Zealand A perfume brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Le Labo - **Owned by**: Estée Lauder - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among fragrance brands**: 1.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Fragrance brands | 10 | 1.4% | 1.9K | - [Fragrance brands](/demand/nz/categories/nz-fragrance-brands) ## Top fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Le Labo was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Le Labo is the ninth most recommended of the 12. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Dior Beauty | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Chanel | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Tom Ford | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Maison Francis Kurkdjian | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Yves Saint Laurent | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Versace | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Jo Malone | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Rabanne | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Le Labo | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Gucci | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Carolina Herrera | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Viktor&Rolf | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fragrance brands - Asked ChatGPT "Which fragrance brand should I buy in New Zealand?": 1. Dior Beauty, 2. Versace, 3. Chanel, 4. Jo Malone - Asked ChatGPT "What are the best fragrance brands in New Zealand?": 1. Dior Beauty, 2. Chanel, 3. Tom Ford, 4. Maison Francis Kurkdjian, 5. Jo Malone, 6. Le Labo - Asked ChatGPT "What's the best fragrance brand in New Zealand for everyday wear?": 1. Versace - Searched Google, AI Overview "best fragrance brands": 1. Maison Francis Kurkdjian, 2. Chanel, 3. Dior Beauty, 4. Yves Saint Laurent, 5. Tom Ford, 6. Le Labo, 7. Jo Malone - Searched Google, AI Overview "perfume brands nz": 1. Tom Ford, 2. Rabanne, 3. Yves Saint Laurent Not named in any answer: Gucci, Carolina Herrera and Viktor&Rolf. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How has branded search demand for Le Labo changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Le Labo in New Zealand rose from 1.3K to 1.9K. - Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in New Zealand held steady, from 1.1% to 1.4%. ## How did search popularity change for New Zealand fragrance brands in September 2026? - 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. - In September 2026, Jo Malone gained share of searches among fragrance brands in New Zealand, from 3.5% to 4.4%. - In September 2026, Dior Beauty lost share of searches among fragrance brands in New Zealand, from 21% to 19%. - In September 2026, Chanel lost share of searches among fragrance brands in New Zealand, from 13.9% to 12.1%. - 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. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Fragrance brands | 1.3K | 1.1% | 10 | | Nov 2025 | Fragrance brands | 1.6K | 1.1% | 10 | | Dec 2025 | Fragrance brands | 1.6K | 0.98% | 10 | | Jan 2026 | Fragrance brands | 1.3K | 1.1% | 10 | | Feb 2026 | Fragrance brands | 1K | 0.99% | 10 | | Mar 2026 | Fragrance brands | 1.3K | 1.2% | 10 | | Apr 2026 | Fragrance brands | 1.3K | 1.2% | 10 | | May 2026 | Fragrance brands | 1.6K | 1.2% | 10 | | Jun 2026 | Fragrance brands | 1.3K | 1% | 10 | | Jul 2026 | Fragrance brands | 1.3K | 1.1% | 10 | | Aug 2026 | Fragrance brands | 1.6K | 1.2% | 10 | | Sep 2026 | Fragrance brands | 1.9K | 1.4% | 10 | ## How are Le Labo’s branded searches counted? Brandwave collects information about searches that people make online using Le Labo’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. - “le labo” ## Which fragrance brands compete with Le Labo? - [Yves Saint Laurent](/demand/nz/brands/yves-saint-laurent) - [Dior Beauty](/demand/nz/brands/dior-beauty) - [Versace](/demand/nz/brands/versace) - [Gucci](/demand/nz/brands/gucci) - [Chanel](/demand/nz/brands/chanel) - [Tom Ford](/demand/nz/brands/tom-ford) - [Jo Malone](/demand/nz/brands/jo-malone): Head-to-head: /demand/nz/compare/jo-malone-vs-le-labo - [Rabanne](/demand/nz/brands/rabanne): Head-to-head: /demand/nz/compare/le-labo-vs-rabanne - [Carolina Herrera](/demand/nz/brands/carolina-herrera): Head-to-head: /demand/nz/compare/carolina-herrera-vs-le-labo - [Maison Francis Kurkdjian](/demand/nz/brands/maison-francis-kurkdjian): Head-to-head: /demand/nz/compare/le-labo-vs-maison-francis-kurkdjian - [Viktor&Rolf](/demand/nz/brands/viktor-and-rolf): Head-to-head: /demand/nz/compare/le-labo-vs-viktor-and-rolf ## Who owns Le Labo? Le Labo is owned by Estée Lauder. Brandwave also tracks Estée Lauder, owned by the same company, in New Zealand. - [Estée Lauder](/demand/nz/companies/estee-lauder): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Le Labo? Le Labo is owned by Estée Lauder. Brandwave also tracks Estée Lauder, owned by the same company, in New Zealand. ## Cite this page Brandwave. "Le Labo: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/le-labo This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/le-labo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.