Brandwave

Dove vs Lux:Which is more popular?

In September 2026, Dove had more branded searches than Lux among body wash and soap brands in New Zealand. Dove had about 8,850 branded searches, while Lux had 1,060. Dove made up 44.1% of all body wash and soap brand searches we track, and Lux accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about body wash and soap brands, Dove appeared in all four answers and Lux in none.

Among body wash and soap brands in New Zealand in September 2026

Who do people search for more?

Dove, about 8 searches for every 1 for Lux

Dove 8.8K searchesLux 1.1K searches

Who does AI mention more?

Dove, mentioned in every answer we collected

Dove in 4 of 4Lux in 0 of 4

Who does AI recommend more?

Dove, the only one of the two named

Dove first in 3Lux never named

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Top body wash and soap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dove appeared in all four answers. Lux did not appear in any of the four answers.

Most recommended by AI

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

  1. Dove1st
  2. QV Skincare2nd
  3. Palmolive3rd
  4. Dettol–
  5. Lux–
  6. Protex–
  7. Imperial Leather–

Mentioned by AI

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

  • Dove4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • QV Skincare3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Palmolive1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dettol0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lux0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Protex0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Imperial Leather0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about body wash and soap brands

4 answers

  • Asked ChatGPT

    “Which body wash or soap brand should I buy in New Zealand?”

    1. 1Dove
    2. 2QV Skincare
    3. 3Palmolive

  • Asked ChatGPT

    “What are the best body wash and soap brands in New Zealand?”

    1. 1Dove
    2. 2QV Skincare

  • Asked ChatGPT

    “What's the best body wash or soap brand in New Zealand for daily showering?”

    1. 1Dove
    2. 2QV Skincare

  • Searched Google, AI Overview

    “best body wash”

    1. 1Dove

  • Searched Google, AI Overview

    “hand wash nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Dove or Lux more popular in search?

This chart shows how often people search Google for Dove and Lux by name. Each line represents a brand's share of searches for all seven body wash and soap brands we track, month by month, from searches in New Zealand.

Dove and Lux among body wash and soap brands in New Zealand, by month

Share of searches by month for Dove, Lux. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDettolPalmoliveLuxProtexImperial LeatherQV Skincare
Oct 202547%28.9%12.4%4.2%4.8%1.6%0.95%
Nov 202545.6%29.5%12.5%5.2%4.9%1.4%0.98%
Dec 202543.6%30.3%13.7%5.2%4.6%1.7%0.91%
Jan 202640.5%33.8%12.6%5.6%4.6%1.8%1.1%
Feb 202641.9%33.3%11.9%4.9%5.1%1.6%1.3%
Mar 202641.2%33.1%13.4%4.4%5.1%1.4%1.2%
Apr 202641.3%32%13.8%4.8%5.1%1.8%1.2%
May 202639.7%31.9%14.3%6.2%4.6%1.5%1.8%
Jun 202641.8%31.4%13%5.5%5.7%1.6%1.1%
Jul 202643.8%31.8%12.5%4.6%4.8%1.5%1.1%
Aug 202643%31.6%13.1%5.3%5%1.3%0.77%
Sep 202644.1%29.1%14.8%5.3%4.2%1.5%0.95%

How has the Dove and Lux comparison changed over the last 12 months?

3 findings
  • Dove was ahead of Lux in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dove’s share of searches among body wash and soap brands in New Zealand moved from 47% to 44.1%, and its estimated monthly branded searches moved from 6.9K to 8.8K.
  • Across the 12 months ending September 2026, Lux’s share of searches among body wash and soap brands in New Zealand moved from 4.2% to 5.3%, and its estimated monthly branded searches moved from 620 to 1.1K.

How did search popularity change for New Zealand body wash and soap brands in September 2026?

2 changes

  1. In September 2026, Dove gained share of searches among body wash and soap brands in New Zealand, from 43% to 44.1%.

  2. Estimated monthly branded searches for Lux in New Zealand rose 71% over 12 measured months, from 620 to 1.1K in September 2026.

How are branded searches counted?

21 search terms

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

Dove

15 branded search terms

  • dove antibacterial soap
  • dove body lotion
  • dove body scrub
  • dove body wash
  • dove clinical protection
  • dove deo spray
  • dove hand wash
  • dove intensive repair
  • dove rollon
  • dove scrub
  • dove sensitive soap
  • dove shower gel
  • dove soap
  • dove tanning lotion
  • dove vanilla

Lux

6 branded search terms

  • lux body wash
  • lux hand wash
  • lux shower gel
  • lux soap
  • lux soap bar
  • lux soap flakes

How the Brand Demand Index is measured

Other head-to-heads among body wash and soap brands

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