Brandwave

Chanel vs Yves Saint Laurent:Which is more popular?

In September 2026, Yves Saint Laurent had more branded searches than Chanel among fragrance brands in New Zealand. Yves Saint Laurent had about 26,700 branded searches, while Chanel had 16,000. Yves Saint Laurent made up 20.1% of all fragrance brand searches we track, and Chanel accounted for 12.1%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Chanel appeared in three of the five answers and Yves Saint Laurent in two. Chanel was mentioned before Yves Saint Laurent in three out of four answers.

Among fragrance brands in New Zealand in September 2026

Who do people search for more?

Yves Saint Laurent, about 66% more searches than Chanel

Yves Saint Laurent 26.7K searchesChanel 16K searches

Who does AI mention more?

Chanel, mentioned in 3 of 5 answers, Yves Saint Laurent in 2

Chanel in 3 of 5Yves Saint Laurent in 2 of 5

Who does AI recommend more?

Chanel, named ahead of Yves Saint Laurent in 3 of 4 answers

Chanel first in 3Yves Saint Laurent first in 1

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Chanel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Chanel was listed before Yves Saint Laurent in three out of four answers.

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.

Is Chanel or Yves Saint Laurent more popular in search?

This chart shows how often people search Google for Chanel and Yves Saint Laurent by name. Each line represents a brand's share of searches for all 12 fragrance brands we track, month by month, from searches in New Zealand.

Chanel and Yves Saint Laurent among fragrance brands in New Zealand, by month

Share of searches by month for Yves Saint Laurent, Chanel. 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%

How has the Chanel and Yves Saint Laurent comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Chanel took it in May 2026, Yves Saint Laurent took it in July 2026.
  • Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in New Zealand moved from 11.4% to 12.1%, and its estimated monthly branded searches moved from 14K to 16K.
  • Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in New Zealand moved from 17.7% to 20.1%, and its estimated monthly branded searches moved from 21.6K to 26.7K.

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

2 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, Chanel lost share of searches among fragrance brands in New Zealand, from 13.9% to 12.1%.

How are branded searches counted?

25 search terms

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

Chanel

10 branded search terms

  • bleu de chanel
  • chanel
  • chanel chance
  • chanel coco parfum
  • chanel cologne
  • chanel fragrance
  • chanel parfume
  • chanel sunglasses
  • chanel water
  • coco chanel

Yves Saint Laurent

15 branded search terms

  • 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

Other head-to-heads among fragrance brands

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