Le Labo vs Tom Ford:Which is more popular?
In September 2026, Tom Ford had more branded searches than Le Labo among fragrance brands in New Zealand. Tom Ford had about 8,460 branded searches, while Le Labo had 1,900. Tom Ford made up 6.4% of all fragrance brand searches we track, and Le Labo accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Tom Ford appeared in three of the five answers and Le Labo in two. Tom Ford was mentioned before Le Labo in every answer that named either.
Who do people search for more?
Tom Ford, about 4 searches for every 1 for Le Labo
Who does AI mention more?
Tom Ford, mentioned in 3 of 5 answers, Le Labo in 2
Who does AI recommend more?
Tom Ford, named ahead of Le Labo in 3 of 3 answers
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tom Ford was mentioned in three out of five: in one of the three ChatGPT answers and in both 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. Tom Ford was listed before Le Labo in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dior Beauty1st
Chanel2nd- Tom Ford3rd
Maison Francis Kurkdjian4th
Yves Saint Laurent5th
Versace6th
Jo Malone7th
Rabanne8th
Le Labo9th
Gucci–- +2 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dior Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Chanel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tom Ford3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Jo Malone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Yves Saint Laurent2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Versace2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Le Labo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Maison Francis Kurkdjian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Rabanne1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Gucci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fragrance brands
5 answers
Asked ChatGPT
“Which fragrance brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best fragrance brands in New Zealand?”
Asked ChatGPT
“What's the best fragrance brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“best fragrance brands”
Searched Google, AI Overview
“perfume brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Le Labo or Tom Ford more popular in search?
This chart shows how often people search Google for Le Labo and Tom Ford by name. Each line represents a brand's share of searches for all 12 fragrance brands we track, month by month, from searches in New Zealand.
Share of searches by month for Tom Ford, Le Labo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Yves Saint Laurent | Dior Beauty | Versace | Gucci | Chanel | Tom Ford | Jo Malone | Rabanne | Carolina Herrera | Le Labo | Maison Francis Kurkdjian | Viktor&Rolf |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.7% | 16.7% | 18.4% | 17.4% | 11.4% | 8% | 4% | 2.7% | 1.5% | 1.1% | 0.72% | 0.34% |
| Nov 2025 | 18.7% | 17.3% | 18.5% | 16.7% | 11.7% | 6.1% | 4.6% | 2.6% | 1.8% | 1.1% | 0.51% | 0.37% |
| Dec 2025 | 19.5% | 16.9% | 17.1% | 15.2% | 13.4% | 5.7% | 5.2% | 3.4% | 1.7% | 0.98% | 0.61% | 0.37% |
| Jan 2026 | 19.3% | 17.5% | 16.9% | 16.6% | 13.6% | 6.1% | 3.5% | 2.6% | 1.7% | 1.1% | 0.63% | 0.37% |
| Feb 2026 | 18.2% | 17.3% | 16.3% | 17.3% | 14.6% | 5.9% | 3.7% | 3.1% | 1.5% | 0.99% | 0.72% | 0.29% |
| Mar 2026 | 18.2% | 18% | 15.9% | 16.3% | 14.1% | 6.2% | 4.3% | 2.7% | 2% | 1.2% | 0.67% | 0.4% |
| Apr 2026 | 18.2% | 18.2% | 16.5% | 17.2% | 12.8% | 6% | 4.1% | 2.8% | 2% | 1.2% | 0.65% | 0.27% |
| May 2026 | 16.2% | 18.6% | 16.8% | 16.1% | 16.8% | 5.4% | 3.7% | 2.4% | 1.8% | 1.2% | 0.55% | 0.35% |
| Jun 2026 | 17% | 16.4% | 13.9% | 14.4% | 23.4% | 5.7% | 3.1% | 2.8% | 1.5% | 1% | 0.58% | 0.26% |
| Jul 2026 | 19.4% | 18.2% | 14.8% | 15.8% | 14.6% | 6.4% | 4% | 2.9% | 1.7% | 1.1% | 0.51% | 0.39% |
| Aug 2026 | 18.9% | 21% | 15.7% | 14.1% | 13.9% | 6% | 3.5% | 3% | 1.7% | 1.2% | 0.53% | 0.36% |
| Sep 2026 | 20.1% | 19% | 15.8% | 14.6% | 12.1% | 6.4% | 4.4% | 3.1% | 2% | 1.4% | 0.75% | 0.29% |
How has the Le Labo and Tom Ford comparison changed over the last 12 months?
3 findings
- Tom Ford was ahead of Le Labo in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in New Zealand moved from 8% to 6.4%, and its estimated monthly branded searches moved from 9.7K to 8.5K.
How did search popularity change for New Zealand fragrance brands in September 2026?
2 changes
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Le Labo’s and Tom Ford’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.
Other head-to-heads among fragrance brands
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