Brandwave

Gucci vs Yves Saint Laurent:Which is more popular?

In September 2026, Yves Saint Laurent had more branded searches than Gucci among fragrance brands in New Zealand. Yves Saint Laurent had about 26,700 branded searches, while Gucci had 19,400. Yves Saint Laurent made up 20.1% of all fragrance brand searches we track, and Gucci accounted for 14.6%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Yves Saint Laurent appeared in two of the five answers and Gucci in none.

Among fragrance brands in New Zealand in September 2026

Who do people search for more?

Yves Saint Laurent, about 37% more searches than Gucci

Yves Saint Laurent 26.7K searchesGucci 19.4K searches

Who does AI mention more?

Yves Saint Laurent, mentioned in 2 of 5 answers, Gucci in 0

Yves Saint Laurent in 2 of 5Gucci in 0 of 5

Who does AI recommend more?

Yves Saint Laurent, the only one of the two named

Yves Saint Laurent first in 2Gucci never named

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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. Gucci did not appear in any of the five 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 Gucci or Yves Saint Laurent more popular in search?

This chart shows how often people search Google for Gucci 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.

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

Share of searches by month for Yves Saint Laurent, Gucci. 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 Gucci and Yves Saint Laurent comparison changed over the last 12 months?

3 findings

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

1 change

  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.

How are branded searches counted?

30 search terms

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

Gucci

15 branded search terms

  • gucci
  • gucci bag
  • gucci bloom
  • gucci bloom parfum
  • gucci cologne
  • gucci flora
  • gucci fragrance
  • gucci frame
  • gucci guilty
  • gucci m
  • gucci perfume
  • gucci rush
  • gucci shoes
  • gucci sunglasses
  • gucci wallets

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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