--- title: "Burberry vs Jo Malone: Which is searched more in the United States?" description: "Is Burberry or Jo Malone more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in the United States. 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/us/compare/burberry-vs-jo-malone" publisher: "Brandwave" --- # Burberry vs Jo Malone: Which is searched more in the United States? Is Burberry or Jo Malone more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in the United States. 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**: Burberry and Jo Malone - **Competitive set**: Fragrance brands - **Market**: United States - **Month measured**: Sep 2026 - **Burberry Share of Search**: 3.7% - **Jo Malone Share of Search**: 5.5% ## Is Burberry or Jo Malone more popular in search? - In September 2026, Jo Malone had more branded searches than Burberry among fragrance brands in the United States. Jo Malone had about 90,500 branded searches, while Burberry had 60,500. Jo Malone made up 5.5% of all fragrance brand searches we track, and Burberry accounted for 3.7%. - Jo Malone was ahead of Burberry in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in the United States moved from 4.6% to 3.7%, and its estimated monthly branded searches moved from 74K to 60.5K. - Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States moved from 6.8% to 5.5%, and its estimated monthly branded searches moved from 110K to 90.5K. ## Top fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Burberry and Jo Malone were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. 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 | | --- | --- | --- | --- | --- | | Chanel | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Yves Saint Laurent | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Dior Beauty | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Valentino | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Marc Jacobs | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Maison Francis Kurkdjian | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Tom Ford | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Jo Malone | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Versace | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Le Labo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Victoria's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Prada | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burberry | Not ranked | 1 of 3 | 0 of 2 | 1 of 5 | | KAYALI | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lancôme | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fragrance brands - Asked ChatGPT "Which perfume should I buy?": 1. Yves Saint Laurent, 2. Burberry, 3. Chanel, 4. Maison Francis Kurkdjian - Asked ChatGPT "What are the best perfume brands?": 1. Chanel, 2. Dior Beauty, 3. Yves Saint Laurent, 4. Maison Francis Kurkdjian, 5. Tom Ford, 6. Jo Malone, 7. Versace - Asked ChatGPT "What is the best perfume for women?": 1. Yves Saint Laurent, 2. Valentino, 3. Chanel - Searched Google, AI Overview "perfume": 1. Yves Saint Laurent - Searched Google, AI Overview "perfume for women": 1. Chanel, 2. Marc Jacobs, 3. Yves Saint Laurent Not named in any answer: Le Labo, Victoria's Secret, Prada, KAYALI and Lancôme. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How did search popularity change for United States fragrance brands in September 2026? - 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. - In September 2026, Burberry rose from 11th to 10th among fragrance brands in the United States. ## Month by month | Month | Burberry estimated searches | Burberry Share of Search | Burberry rank | Jo Malone estimated searches | Jo Malone Share of Search | Jo Malone rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 74K | 4.6% | 7 | 110K | 6.8% | 5 | | Nov 2025 | 110K | 4.2% | 9 | 201K | 7.7% | 4 | | Dec 2025 | 165K | 4.5% | 9 | 201K | 5.5% | 7 | | Jan 2026 | 74K | 4.4% | 7 | 110K | 6.6% | 6 | | Feb 2026 | 60.5K | 3.7% | 11 | 90.5K | 5.6% | 6 | | Mar 2026 | 60.5K | 3.8% | 11 | 90.5K | 5.8% | 6 | | Apr 2026 | 60.5K | 4.1% | 11 | 90.5K | 6.1% | 6 | | May 2026 | 60.5K | 3.7% | 12 | 110K | 6.8% | 4 | | Jun 2026 | 49.5K | 4% | 9 | 90.5K | 7.2% | 3 | | Jul 2026 | 49.5K | 3.7% | 13 | 90.5K | 6.8% | 5 | | Aug 2026 | 60.5K | 3.9% | 11 | 90.5K | 5.9% | 6 | | Sep 2026 | 60.5K | 3.7% | 10 | 90.5K | 5.5% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Burberry’s and Jo Malone’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. - **Burberry**: Measured on the search term “burberry perfume”. - **Jo Malone**: Measured on the search term “jo malone”. - [Burberry profile](/demand/us/brands/burberry) - [Jo Malone profile](/demand/us/brands/jo-malone) - [All fragrance brands in the United States](/demand/us/categories/us-fragrance-brands): The set both shares are measured inside, 15 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 Burberry or Jo Malone more popular in search? In September 2026, Jo Malone had more branded searches than Burberry among fragrance brands in the United States. Jo Malone had about 90,500 branded searches, while Burberry had 60,500. Jo Malone made up 5.5% of all fragrance brand searches we track, and Burberry accounted for 3.7%. ## Cite this page Brandwave. "Burberry vs Jo Malone: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/burberry-vs-jo-malone This page is also available as HTML at https://gobrandwave.com/demand/us/compare/burberry-vs-jo-malone. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.