Brandwave

How popular isYves Saint Laurent?

In September 2026, people searched for Yves Saint Laurent by name about 26,700 times in New Zealand, a 23.4% increase from the previous year. These searches made up 20.1% of all New Zealand fragrance brand searches, placing Yves Saint Laurent first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Yves Saint Laurent appeared in two of the five answers and was the fifth most recommended of the 12.

Search and AI answers in September 2026

Yves Saint Laurent is the most searched of 12 competitors and the fifth 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. ChanelShare of searches 12.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

+7 more

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Yves Saint Laurent was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Yves Saint Laurent is the fifth 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 Yves Saint Laurent?

Yves Saint Laurent 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 Yves Saint Laurent and its closest rivals

Every comparison with Yves Saint Laurent

11 comparisons

How has branded search demand for Yves Saint Laurent changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Yves Saint Laurent in New Zealand rose from 21.6K to 26.7K.
  • Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in New Zealand increased from 17.7% to 20.1%.
  • Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in New Zealand peaked at 20.1% in September 2026 and was lowest at 16.2% in May 2026.
  • Across the 12 months ending September 2026, Yves Saint Laurent rose from 2nd to 1st among fragrance brands in New Zealand.

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 Yves Saint Laurent’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Yves Saint Laurent’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.

  • ysl
  • ysl colognes
  • ysl edp
  • ysl heel
  • ysl libre
  • ysl perfumes
  • ysl pocketbook
  • ysl y
  • ysl yedp
  • yves saint laurent
  • yves saint laurent cologne
  • yves saint laurent perfume
  • yvessaintlaurent
  • yvessaintlaurent cologne
  • yvessaintlaurent perfume

How the Brand Demand Index is measured

Who owns Yves Saint Laurent?

Yves Saint Laurent is owned by Kering. Brandwave also tracks Bottega Veneta, Gucci and Saint Laurent, owned by the same company, in New Zealand.

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

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