Le Labo vs Viktor&Rolf:Which is more popular?
In September 2026, Le Labo had more branded searches than Viktor&Rolf among fragrance brands in New Zealand. Le Labo had about 1,900 branded searches, while Viktor&Rolf had 390. Le Labo made up 1.4% of all fragrance brand searches we track, and Viktor&Rolf accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Le Labo appeared in two of the five answers and Viktor&Rolf in none.
Who do people search for more?
Le Labo, about 5 searches for every 1 for Viktor&Rolf
Who does AI mention more?
Le Labo, mentioned in 2 of 5 answers, Viktor&Rolf in 0
Who does AI recommend more?
Le Labo, the only one of the two named
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Viktor&Rolf did not appear in any of the five answers.
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.
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
Viktor&Rolf0 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 Viktor&Rolf more popular in search?
This chart shows how often people search Google for Le Labo and Viktor&Rolf 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 Le Labo, Viktor&Rolf. 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 Viktor&Rolf comparison changed over the last 12 months?
3 findings
- Le Labo was ahead of Viktor&Rolf 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, Viktor&Rolf’s share of searches among fragrance brands in New Zealand moved from 0.34% to 0.29%, and its estimated monthly branded searches moved from 410 to 390.
How did search popularity change for New Zealand fragrance brands in September 2026?
1 change
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.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Le Labo’s and Viktor&Rolf’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
1 branded search term
- le labo
Viktor&Rolf
5 branded search terms
- viktor&rolf flowerbomb perfume
- viktor&rolf fragrance
- viktor&rolf perfume
- viktorrolf
- viktorrolf perfume
Other head-to-heads among fragrance brands
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