Impulse vs Old Spice:Which is more popular?
In September 2026, Old Spice had more branded searches than Impulse among body spray brands in New Zealand. Old Spice had about 2,190 branded searches, while Impulse had 260. Old Spice made up 19% of all body spray brand searches we track, and Impulse accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about body spray brands, Impulse appeared in three of the four answers and Old Spice in one. Impulse was mentioned before Old Spice in every answer.
Who do people search for more?
Old Spice, about 8 searches for every 1 for Impulse
Who does AI mention more?
Impulse, mentioned in 3 of 4 answers, Old Spice in 1
Who does AI recommend more?
Impulse, named ahead of Old Spice in every answer
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Top body spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Impulse was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Old Spice was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Impulse was listed before Old Spice in every answer.
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.
- David Beckham4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Lynx4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Impulse3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dove1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Old Spice1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Native0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about body spray brands
4 answers
Asked ChatGPT
“Which body spray brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best body spray brands in New Zealand?”
Asked ChatGPT
“What's the best body spray brand in New Zealand for everyday fragrance?”
Searched Google, AI Overview
“body spray for men”
Searched Google, AI Overview
“body spray nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Impulse or Old Spice more popular in search?
This chart shows how often people search Google for Impulse and Old Spice by name. Each line represents a brand's share of searches for all six body spray brands we track, month by month, from searches in New Zealand.
Share of searches by month for Old Spice, Impulse. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Old Spice | David Beckham | Impulse | Lynx | Native |
|---|---|---|---|---|---|---|
| Oct 2025 | 78.7% | 16.8% | 2.4% | 1.6% | 0.47% | 0% |
| Nov 2025 | 73.8% | 20.2% | 3.8% | 1.3% | 0.83% | 0% |
| Dec 2025 | 67.6% | 24.2% | 5% | 2.1% | 1.1% | 0% |
| Jan 2026 | 74.7% | 18.8% | 3.1% | 2.4% | 0.97% | 0.14% |
| Feb 2026 | 75% | 18.5% | 3.3% | 2.1% | 1.1% | 0% |
| Mar 2026 | 75.9% | 17.7% | 3.4% | 1.9% | 0.95% | 0.14% |
| Apr 2026 | 73.5% | 20.5% | 2.7% | 2% | 1.3% | 0% |
| May 2026 | 69.8% | 23.1% | 3% | 2.9% | 1.2% | 0% |
| Jun 2026 | 72.5% | 22.3% | 2.6% | 2.1% | 0.5% | 0% |
| Jul 2026 | 75.2% | 19.8% | 2.3% | 1.9% | 0.78% | 0% |
| Aug 2026 | 71% | 22.7% | 3% | 2.5% | 0.68% | 0.1% |
| Sep 2026 | 75% | 19% | 3% | 2.3% | 0.61% | 0% |
How has the Impulse and Old Spice comparison changed over the last 12 months?
3 findings
- Old Spice was ahead of Impulse in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Impulse’s share of searches among body spray brands in New Zealand moved from 1.6% to 2.3%, and its estimated monthly branded searches moved from 140 to 260.
- Across the 12 months ending September 2026, Old Spice’s share of searches among body spray brands in New Zealand moved from 16.8% to 19%, and its estimated monthly branded searches moved from 1.4K to 2.2K.
How did search popularity change for New Zealand body spray brands in September 2026?
2 changes
In September 2026, Old Spice lost share of searches among body spray brands in New Zealand, from 22.7% to 19%.
Estimated monthly branded searches for Impulse in New Zealand rose 85.7% over 12 measured months, from 140 to 260 in September 2026.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Impulse’s and Old Spice’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.
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