Which hair care brands do AI assistants recommend in Vietnam? Q4 2026
In Vietnam, AI assistants most often recommend L'Oréal, Dove and Pantene for hair care. L'Oréal is named by 5 of 5 assistants.
What the data says
L'Oréal (L’Oréal) is the hair care brand AI assistants recommend most in Vietnam, taking 14.5% of all recommendation points across 5 assistants. Dove follows with 10.3% and Pantene is third with 8.8%.
L'Oréal's lead over Dove is 4.2 points, a clear advantage in how AI shortlists the category.
DeepSeek and Gemini put L'Oréal first, while ChatGPT favours Pantene, Claude favours Dove and Grok favours TRESemmé.
The top five brands hold 50% of recommendations out of 36 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | L'Oréal | L’Oréal | 14.5% | 63 | 70 | 129 | 120 | 53 |
| 2 | Dove | Unilever | 10.3% | 25 | 110 | 45 | 75 | 53 |
| 3 | Pantene | Procter & Gamble | 8.8% | 80 | 24 | 72 | 55 | 32 |
| 4 | TRESemmé | Unilever | 8.7% | 12 | 45 | 33 | 92 | 78 |
| 5 | Sunsilk | Unilever | 8.1% | 63 | 50 | 48 | 49 | 32 |
| 6 | Johnson's | Johnson & Johnson | 5.5% | 25 | 35 | 35 | 35 | 35 |
| 7 | Gatsby | Mandom Corporation | 5.3% | 70 | 35 | 20 | – | 35 |
| 8 | Schwarzkopf | Henkel | 4.9% | 45 | 25 | 40 | 25 | 12 |
| 9 | Clear | Unilever | 3.8% | 25 | 8 | 35 | 20 | 25 |
| 10 | Pigeon | Pigeon | 3.7% | 12 | 25 | 25 | 25 | 25 |
| 11 | Garnier | L’Oréal | 3.7% | 45 | 20 | – | 20 | 25 |
| 12 | Head & Shoulders | Procter & Gamble | 3.1% | 20 | – | 25 | – | 47 |
| 13 | Rejoice | Procter & Gamble | 2.5% | 12 | 20 | – | 8 | 35 |
| 14 | Cetaphil | Galderma | 2.2% | 35 | 12 | 20 | – | – |
| 15 | Bigen | Hoyu | 1.9% | – | 12 | 25 | 8 | 12 |
| 16 | X-Men | ICP Group | 1.5% | – | 20 | – | – | 25 |
| 17 | Mustela | Laboratoires Expanscience | 1.5% | 20 | – | – | 12 | 12 |
| 18 | Chicco | Artsana | 1.2% | – | 20 | 8 | – | 8 |
| 19 | Revlon | Revlon Inc. | 1.1% | 12 | – | 20 | – | – |
| 20 | Sebamed | Sebapharma | 1.1% | – | – | 12 | 20 | – |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Vietnam?
- ChatGPT recommends Pantene most often for hair care in Vietnam. Across all assistants, L'Oréal leads with 14.5% of recommendations.
- Which hair care brand is improving fastest in Vietnam?
- Johnson's has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 5.5% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Hair Care: AI rankings by country
Covers: Baby Hair Care, Conditioners, Hair Color, Hair Treatments, Shampoo & Cleansers, Styling Products.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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