Aesop vs Ashley & Co:Which is more popular?

Name: Aesop vs Ashley & Co: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Aesop had more branded searches than Ashley & Co among room spray brands in New Zealand. Aesop had about 8,580 branded searches, while Ashley & Co had 2,400. Aesop made up 30.5% of all room spray brand searches we track, and Ashley & Co accounted for 8.5%. When we asked ChatGPT and Google AI Overviews about room spray brands, Ashley & Co appeared in two of the five answers and Aesop in one. Ashley & Co was mentioned before Aesop in two out of three answers that named either.

Among room spray brands in New Zealand in September 2026

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Top room spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ashley & Co was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aesop was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Ashley & Co was listed before Aesop in two out of three answers that named either.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Ecoya	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Ashley & Co	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
The Aromatherapy Company	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Aesop	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Jo Malone	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Diptyque	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Ecoya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ashley & Co2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Aromatherapy Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aesop1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Diptyque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about room spray brands

5 answers

Asked ChatGPT
“Which room spray brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best room spray brands in New Zealand?”
1. 1Ecoya
2. 2The Aromatherapy Company
Asked ChatGPT
“What's the best room spray brand in New Zealand for freshening rooms?”
1. 1Ecoya
2. 2Ashley & Co
Searched Google, AI Overview
“room spray nz”
1. 1Ecoya
2. 2Aesop
Searched Google, AI Overview
“room freshener spray”
1. 1Ecoya

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Aesop or Ashley & Co more popular in search?

This chart shows how often people search Google for Aesop and Ashley & Co by name. Each line represents a brand's share of searches for all six room spray brands we track, month by month, from searches in New Zealand.

Aesop and Ashley & Co among room spray brands in New Zealand, by month

Month	Aesop	Ecoya	Jo Malone	Diptyque	Ashley & Co	The Aromatherapy Company
Oct 2025	31.3%	24.4%	17.7%	12.4%	10.9%	3.3%
Nov 2025	38%	33.6%	11.6%	7%	8%	1.8%
Dec 2025	29%	31%	18.7%	9.5%	8.2%	3.6%
Jan 2026	30.8%	24.1%	17.1%	13.7%	10.4%	3.8%
Feb 2026	33.1%	20.9%	17.5%	13.5%	11.5%	3.5%
Mar 2026	34%	22.1%	18.9%	12.1%	10%	3%
Apr 2026	29.3%	23.2%	19%	15.1%	10.3%	3.1%
May 2026	31.4%	24.2%	17.4%	12.9%	10.8%	3.3%
Jun 2026	34%	25.2%	14.7%	13.6%	9.6%	2.9%
Jul 2026	24.4%	43.1%	13%	10.5%	6.8%	2.1%
Aug 2026	30.2%	24.2%	16.3%	14.4%	12.5%	2.5%
Sep 2026	30.5%	24%	20.1%	14.3%	8.5%	2.6%

How has the Aesop and Ashley & Co comparison changed over the last 12 months?

3 findings

Aesop was ahead of Ashley & Co in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Aesop’s share of searches among room spray brands in New Zealand moved from 31.3% to 30.5%, and its estimated monthly branded searches moved from 8.3K to 8.6K.
Across the 12 months ending September 2026, Ashley & Co’s share of searches among room spray brands in New Zealand moved from 10.9% to 8.5%, and its estimated monthly branded searches moved from 2.9K to 2.4K.

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

1 change

In September 2026, Ashley & Co lost share of searches among room spray brands in New Zealand, from 12.5% to 8.5%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Aesop’s and Ashley & Co’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.