Ashley & Co vs Jo Malone:Which is more popular?
In September 2026, Jo Malone had more branded searches than Ashley & Co among room spray brands in New Zealand. Jo Malone had about 5,670 branded searches, while Ashley & Co had 2,400. Jo Malone made up 20.1% 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 Jo Malone in none.
Who do people search for more?
Jo Malone, about 2 searches for every 1 for Ashley & Co
Who does AI mention more?
Ashley & Co, mentioned in 2 of 5 answers, Jo Malone in 0
Who does AI recommend more?
Ashley & Co, the only one of the two named
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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. Jo Malone 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
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?”
Asked ChatGPT
“What's the best room spray brand in New Zealand for freshening rooms?”
Searched Google, AI Overview
“room spray nz”
Searched Google, AI Overview
“room freshener spray”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Ashley & Co or Jo Malone more popular in search?
This chart shows how often people search Google for Ashley & Co and Jo Malone 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.
Share of searches by month for Jo Malone, Ashley & Co. The figures are in the table below the chart.
View monthly share of searches table
| 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 Ashley & Co and Jo Malone comparison changed over the last 12 months?
3 findings
- Jo Malone was ahead of Ashley & Co in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among room spray brands in New Zealand moved from 17.7% to 20.1%, and its estimated monthly branded searches moved from 4.7K to 5.7K.
How did search popularity change for New Zealand room spray brands in September 2026?
2 changes
In September 2026, Jo Malone gained share of searches among room spray brands in New Zealand, from 16.3% to 20.1%.
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?
5 search terms
Brandwave collects information about searches that people make online using Ashley & Co’s and Jo Malone’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.
Ashley & Co
1 branded search term
- ashley and co
Jo Malone
4 branded search terms
- jo malone candle
- jo malone london
- jo malone scents
- jomalone
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