--- title: "Jo Malone vs Le Labo: Which is searched more in New Zealand?" description: "Is Jo Malone or Le Labo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/jo-malone-vs-le-labo" publisher: "Brandwave" --- # Jo Malone vs Le Labo: Which is searched more in New Zealand? Is Jo Malone or Le Labo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Jo Malone and Le Labo - **Competitive set**: Fragrance brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Jo Malone Share of Search**: 4.4% - **Le Labo Share of Search**: 1.4% ## Is Jo Malone or Le Labo more popular in search? - In September 2026, Jo Malone had more branded searches than Le Labo among fragrance brands in New Zealand. Jo Malone had about 5,850 branded searches, while Le Labo had 1,900. Jo Malone made up 4.4% of all fragrance brand searches we track, and Le Labo accounted for 1.4%. - Jo Malone was ahead of Le Labo in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in New Zealand moved from 4% to 4.4%, and its estimated monthly branded searches moved from 4.9K to 5.8K. - Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in New Zealand moved from 1.1% to 1.4%, and its estimated monthly branded searches moved from 1.3K to 1.9K. ## Top fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Le Labo was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone was listed before Le Labo in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Dior Beauty | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Chanel | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Tom Ford | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Maison Francis Kurkdjian | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Yves Saint Laurent | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Versace | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Jo Malone | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Rabanne | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Le Labo | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Gucci | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Carolina Herrera | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Viktor&Rolf | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fragrance brands - Asked ChatGPT "Which fragrance brand should I buy in New Zealand?": 1. Dior Beauty, 2. Versace, 3. Chanel, 4. Jo Malone - Asked ChatGPT "What are the best fragrance brands in New Zealand?": 1. Dior Beauty, 2. Chanel, 3. Tom Ford, 4. Maison Francis Kurkdjian, 5. Jo Malone, 6. Le Labo - Asked ChatGPT "What's the best fragrance brand in New Zealand for everyday wear?": 1. Versace - Searched Google, AI Overview "best fragrance brands": 1. Maison Francis Kurkdjian, 2. Chanel, 3. Dior Beauty, 4. Yves Saint Laurent, 5. Tom Ford, 6. Le Labo, 7. Jo Malone - Searched Google, AI Overview "perfume brands nz": 1. Tom Ford, 2. Rabanne, 3. Yves Saint Laurent Not named in any answer: Gucci, Carolina Herrera and Viktor&Rolf. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand fragrance brands in September 2026? - In September 2026, Jo Malone gained share of searches among fragrance brands in New Zealand, from 3.5% to 4.4%. - Estimated monthly branded searches for Le Labo in New Zealand rose 46.2% over 12 measured months, from 1.3K to 1.9K in September 2026. ## Month by month | Month | Jo Malone estimated searches | Jo Malone Share of Search | Jo Malone rank | Le Labo estimated searches | Le Labo Share of Search | Le Labo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.9K | 4% | 7 | 1.3K | 1.1% | 10 | | Nov 2025 | 6.5K | 4.6% | 7 | 1.6K | 1.1% | 10 | | Dec 2025 | 8.4K | 5.2% | 7 | 1.6K | 0.98% | 10 | | Jan 2026 | 4K | 3.5% | 7 | 1.3K | 1.1% | 10 | | Feb 2026 | 3.7K | 3.7% | 7 | 1K | 0.99% | 10 | | Mar 2026 | 4.7K | 4.3% | 7 | 1.3K | 1.2% | 10 | | Apr 2026 | 4.5K | 4.1% | 7 | 1.3K | 1.2% | 10 | | May 2026 | 4.8K | 3.7% | 7 | 1.6K | 1.2% | 10 | | Jun 2026 | 3.8K | 3.1% | 7 | 1.3K | 1% | 10 | | Jul 2026 | 4.7K | 4% | 7 | 1.3K | 1.1% | 10 | | Aug 2026 | 4.8K | 3.5% | 7 | 1.6K | 1.2% | 10 | | Sep 2026 | 5.8K | 4.4% | 7 | 1.9K | 1.4% | 10 | ## How each brand is measured Brandwave collects information about searches that people make online using Jo Malone’s and Le Labo’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. - **Jo Malone**: Measured on the search terms “jo malone candle”, “jo malone cologne”, “jo malone london”, “jo malone scents”, “jomalone”, “jomalone cologne” and “jomalone fragrance”, summed into one figure. - **Le Labo**: Measured on the search term “le labo”. - [Jo Malone profile](/demand/nz/brands/jo-malone) - [Le Labo profile](/demand/nz/brands/le-labo) - [All fragrance brands in New Zealand](/demand/nz/categories/nz-fragrance-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Jo Malone or Le Labo more popular in search? In September 2026, Jo Malone had more branded searches than Le Labo among fragrance brands in New Zealand. Jo Malone had about 5,850 branded searches, while Le Labo had 1,900. Jo Malone made up 4.4% of all fragrance brand searches we track, and Le Labo accounted for 1.4%. ## Cite this page Brandwave. "Jo Malone vs Le Labo: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/jo-malone-vs-le-labo This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/jo-malone-vs-le-labo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.