--- title: "Le Labo vs Tom Ford: Which is searched more in New Zealand?" description: "Is Le Labo or Tom Ford 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/le-labo-vs-tom-ford" publisher: "Brandwave" --- # Le Labo vs Tom Ford: Which is searched more in New Zealand? Is Le Labo or Tom Ford 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**: Le Labo and Tom Ford - **Competitive set**: Fragrance brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Le Labo Share of Search**: 1.4% - **Tom Ford Share of Search**: 6.4% ## Is Le Labo or Tom Ford more popular in search? - 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%. - 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. ## 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. 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? - 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. - Estimated monthly branded searches for Tom Ford in New Zealand fell 13.1% over 12 measured months, from 9.7K to 8.5K in September 2026. ## Month by month | Month | Le Labo estimated searches | Le Labo Share of Search | Le Labo rank | Tom Ford estimated searches | Tom Ford Share of Search | Tom Ford rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 1.1% | 10 | 9.7K | 8% | 6 | | Nov 2025 | 1.6K | 1.1% | 10 | 8.7K | 6.1% | 6 | | Dec 2025 | 1.6K | 0.98% | 10 | 9.3K | 5.7% | 6 | | Jan 2026 | 1.3K | 1.1% | 10 | 7K | 6.1% | 6 | | Feb 2026 | 1K | 0.99% | 10 | 6K | 5.9% | 6 | | Mar 2026 | 1.3K | 1.2% | 10 | 6.7K | 6.2% | 6 | | Apr 2026 | 1.3K | 1.2% | 10 | 6.7K | 6% | 6 | | May 2026 | 1.6K | 1.2% | 10 | 7.1K | 5.4% | 6 | | Jun 2026 | 1.3K | 1% | 10 | 7.2K | 5.7% | 6 | | Jul 2026 | 1.3K | 1.1% | 10 | 7.4K | 6.4% | 6 | | Aug 2026 | 1.6K | 1.2% | 10 | 8.2K | 6% | 6 | | Sep 2026 | 1.9K | 1.4% | 10 | 8.5K | 6.4% | 6 | ## How each brand is measured 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. - **Le Labo**: Measured on the search term “le labo”. - **Tom Ford**: Measured on the search terms “tom ford”, “tom ford cologne”, “tom ford ft”, “tom ford parfum”, “tom ford spectacles”, “tom ford sun”, “tomford”, “tomford cologne”, “tomford oud wood” and “tomford perfume”, summed into one figure. - [Le Labo profile](/demand/nz/brands/le-labo) - [Tom Ford profile](/demand/nz/brands/tom-ford) - [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 Le Labo or Tom Ford more popular in search? 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%. ## Cite this page Brandwave. "Le Labo vs Tom Ford: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/le-labo-vs-tom-ford This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/le-labo-vs-tom-ford. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.