Brandwave

Goldwell vs Schwarzkopf:Which is more popular?

In September 2026, Schwarzkopf had more branded searches than Goldwell among hair color brands in New Zealand. Schwarzkopf had about 2,170 branded searches, while Goldwell had 140. Schwarzkopf made up 12.2% of all hair color brand searches we track, and Goldwell accounted for 0.79%. When we asked ChatGPT and Google AI Overviews about hair color brands, Schwarzkopf appeared in three of the five answers and Goldwell in two. Schwarzkopf was mentioned before Goldwell in two out of three answers that named either.

Among hair color brands in New Zealand in September 2026

Who do people search for more?

Schwarzkopf, about 16 searches for every 1 for Goldwell

Schwarzkopf 2.2K searchesGoldwell 140 searches

Who does AI mention more?

Schwarzkopf, mentioned in 3 of 5 answers, Goldwell in 2

Schwarzkopf in 3 of 5Goldwell in 2 of 5

Who does AI recommend more?

Schwarzkopf, named ahead of Goldwell in 2 of 3 answers

Schwarzkopf first in 2Goldwell first in 1

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Top hair color brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Schwarzkopf was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Goldwell was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Schwarzkopf was listed before Goldwell 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.

  1. L'Oréal Paris1st
  2. Schwarzkopf2nd
  3. Wella Professionals3rd
  4. Goldwell4th
  5. Clairol5th
  6. Redken6th
  7. Garnier Nutrisse7th
  8. Revlon8th
  9. Manic Panic9th

Mentioned by AI

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

  • L'Oréal Paris4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Schwarzkopf3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Revlon2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Garnier Nutrisse2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wella Professionals2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clairol2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goldwell2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redken1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Manic Panic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about hair color brands

5 answers

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

Is Goldwell or Schwarzkopf more popular in search?

This chart shows how often people search Google for Goldwell and Schwarzkopf by name. Each line represents a brand's share of searches for all nine hair color brands we track, month by month, from searches in New Zealand.

Goldwell and Schwarzkopf among hair color brands in New Zealand, by month

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

View monthly share of searches table
MonthRedkenL'Oréal ParisRevlonSchwarzkopfGarnier NutrisseManic PanicWella ProfessionalsClairolGoldwell
Oct 202521.3%20.7%24.8%10.7%6.6%7%4.9%3%1.1%
Nov 202524.9%18.9%24.7%9.9%5.1%7.2%5.4%2.6%1.3%
Dec 202523.3%17.8%24.7%12.2%5.9%7.1%4%4%0.91%
Jan 202623.3%20.2%20.8%11.9%7.1%7.1%4%4.7%0.9%
Feb 202623%19.5%22.4%9.3%7.8%7.5%4.6%5.1%0.82%
Mar 202625.4%17.8%21.7%9%7.8%7.3%5.2%4.9%0.89%
Apr 202624.6%20.2%18.8%9.5%7.9%8.5%5.3%4.3%0.68%
May 202621.4%20.8%18.8%10.4%11.6%5.5%5.2%5.5%0.81%
Jun 202622.8%20.1%18.9%11.1%10%6.3%4.1%5.8%0.79%
Jul 202620.9%22.5%19.4%11.1%8.4%7.5%4.4%5.1%0.72%
Aug 202621.4%21.2%21.6%10.7%8.5%5.7%4.7%5.5%0.6%
Sep 202623.9%20.8%20.2%12.2%7.3%5.9%5%4%0.79%

How has the Goldwell and Schwarzkopf comparison changed over the last 12 months?

3 findings
  • Schwarzkopf was ahead of Goldwell in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Goldwell’s share of searches among hair color brands in New Zealand moved from 1.1% to 0.79%, and its estimated monthly branded searches moved from 170 to 140.
  • Across the 12 months ending September 2026, Schwarzkopf’s share of searches among hair color brands in New Zealand moved from 10.7% to 12.2%, and its estimated monthly branded searches moved from 1.6K to 2.2K.

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

2 changes

  1. In September 2026, Schwarzkopf gained share of searches among hair color brands in New Zealand, from 10.7% to 12.2%.

  2. Estimated monthly branded searches for Goldwell in New Zealand fell 17.6% over 12 measured months, from 170 to 140 in September 2026.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Goldwell’s and Schwarzkopf’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.

Goldwell

1 branded search term

  • goldwell

Schwarzkopf

11 branded search terms

  • hair dye schwarzkopf colors
  • red schwarzkopf hair dye
  • schwarzkopf brilliance hair dye
  • schwarzkopf hair color
  • schwarzkopf hair colour black
  • schwarzkopf hair dye
  • schwarzkopf keratin color hair dye
  • schwarzkopf live
  • schwarzkopf live colour
  • schwarzkopf live hair dye
  • schwarzkopf semi permanent hair dye

How the Brand Demand Index is measured

Other head-to-heads among hair color brands

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