Brandwave

How popular isChanel?

In September 2026, people searched for Chanel by name about 90,500 times in the United States, a 17.7% decrease from the previous year. These searches made up 5.5% of all United States fragrance brand searches, placing Chanel fifth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Chanel appeared in four of the five answers and was the most recommended of the 15.

Search and AI answers in September 2026

Chanel is the fifth most searched of 15 competitors and the most recommended in AI answers.

  1. Le LaboShare of searches 22.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. ValentinoShare of searches 15%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. Yves Saint LaurentShare of searches 8.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Victoria's SecretShare of searches 6.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ChanelShare of searches 5.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Chanel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Chanel is the most recommended of the 15.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Chanel1st
  2. Yves Saint Laurent2nd
  3. Dior Beauty3rd
  4. Valentino4th
  5. Marc Jacobs4th
  6. Maison Francis Kurkdjian6th
  7. Tom Ford7th
  8. Jo Malone8th
  9. Versace9th
  10. Le Labo–
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Yves Saint Laurent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chanel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maison Francis Kurkdjian2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Valentino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marc Jacobs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Versace1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burberry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tom Ford1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about fragrance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which fragrance brands compete with Chanel?

Chanel against fragrance brands in the United States, by month

Share of searches by month for Le Labo, Valentino, Yves Saint Laurent, Victoria's Secret, Chanel, Jo Malone, Prada, Marc Jacobs, Versace, Burberry, Dior Beauty, KAYALI, Lancôme, Maison Francis Kurkdjian, Tom Ford. The figures are in the table below the chart.

View monthly share of searches table
MonthLe LaboValentinoYves Saint LaurentVictoria's SecretChanelJo MalonePradaMarc JacobsVersaceBurberryDior BeautyKAYALILancômeMaison Francis KurkdjianTom Ford
Oct 202515.1%18.5%6.8%8.3%6.8%6.8%4.6%3.7%4.6%4.6%4.6%3.7%4.6%3.7%3.7%
Nov 202511.5%17.1%7.7%9.4%6.3%7.7%4.2%4.2%4.2%4.2%4.2%6.3%6.3%3.4%3.4%
Dec 202512.2%18.3%8.2%8.2%8.2%5.5%5.5%6.7%4.5%4.5%4.5%3%3.7%3.7%3.7%
Jan 202614.7%18%8.1%8.1%6.6%6.6%4.4%4.4%4.4%4.4%4.4%3.6%3.6%4.4%4.4%
Feb 202615.2%18.6%8.4%8.4%6.8%5.6%4.6%4.6%4.6%3.7%4.6%3.7%3.7%3.7%3.7%
Mar 202619.2%15.7%7%8.6%5.8%5.8%3.8%3.8%4.7%3.8%3.8%3.8%4.7%4.7%4.7%
Apr 202616.6%16.6%7.4%7.4%6.1%6.1%5%5%5%4.1%4.1%4.1%5%4.1%3.3%
May 202618.6%15.2%6.8%6.8%6.8%6.8%5.6%4.6%4.6%3.7%4.6%3.7%4.6%3.7%3.7%
Jun 202619.7%16.1%7.2%7.2%5.9%7.2%4.8%4%4.8%4%4%4%3.2%4%4%
Jul 202618.4%15%6.8%8.2%6.8%6.8%4.5%4.5%4.5%3.7%3.7%4.5%4.5%3.7%4.5%
Aug 202619.5%15.9%7.1%7.1%5.9%5.9%4.8%4.8%4.8%3.9%3.9%3.9%3.9%3.9%4.8%
Sep 202622.4%15%8.2%6.7%5.5%5.5%5.5%4.5%4.5%3.7%3.7%3.7%3.7%3.7%3.7%

  1. 1.Le Labo

    22.4%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +3 points.

  2. 2.Valentino

    15%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share -0.9 points.

  3. 3.Yves Saint Laurent

    8.2%

    Moved from 4th to 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +1.1 points.

  4. 4.Victoria's Secret

    6.7%

    Moved from 3rd to 4th. 110K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Chanel

    5.5%

    Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Jo Malone

    5.5%

    Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  7. 7.Prada

    5.5%

    Moved from 8th to 7th. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  8. 8.Marc Jacobs

    4.5%

    Moved from 7th to 8th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.

  9. 9.Versace

    4.5%

    Moved from 10th to 9th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Burberry

    3.7%

    Moved from 11th to 10th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Dior Beauty

    3.7%

    Moved from 12th to 11th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  12. 12.KAYALI

    3.7%

    Moved from 13th to 12th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  13. 13.Lancôme

    3.7%

    Moved from 14th to 13th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  14. 14.Maison Francis Kurkdjian

    3.7%

    Moved from 15th to 14th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  15. 15.Tom Ford

    3.7%

    Moved from 9th to 15th. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

Compare popularity between Chanel and its closest rivals

Every comparison with Chanel

14 comparisons

How has branded search demand for Chanel changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Chanel in the United States fell from 110K to 90.5K.
  • Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in the United States decreased from 6.8% to 5.5%.
  • Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in the United States peaked at 8.2% in December 2025 and was lowest at 5.5% in September 2026.
  • Across the 12 months ending September 2026, Chanel fell from 4th to 5th among fragrance brands in the United States.

How did search popularity change for United States fragrance brands in September 2026?

6 changes

  1. In September 2026, Yves Saint Laurent overtook Victoria's Secret to rank 3rd among fragrance brands in the United States, with 8.2% of the searches.

  2. In September 2026, Prada overtook Marc Jacobs to rank 7th among fragrance brands in the United States, with 5.5% of the searches.

  3. In September 2026, Le Labo gained share of searches among fragrance brands in the United States, from 19.5% to 22.4%.

  4. In September 2026, Tom Ford lost share of searches among fragrance brands in the United States, from 4.8% to 3.7%.

  5. In September 2026, Valentino lost share of searches among fragrance brands in the United States, from 15.9% to 15%.

  6. Jo Malone’s share of searches among fragrance brands in the United States has lost ground for 3 months in a row, from 7.2% to 5.5% in September 2026.

How are Chanel’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Chanel’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • chanel perfume

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