Which lip care brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Nivea, DHC and Mentholatum for lip care. Nivea is named by 4 of 5 assistants.
What the data says
Nivea (Beiersdorf) is the lip care brand AI assistants recommend most in Japan, taking 22% of all recommendation points across 5 assistants. DHC follows with 21% and Mentholatum is third with 20.4%.
The top spot is close: only 1 points separate Nivea and DHC, so a small change in how either brand is described online could flip the order.
Claude puts Nivea first, while ChatGPT favours DHC, DeepSeek favours DHC, Gemini favours Mentholatum and Grok favours Mentholatum.
The top five brands hold 85% of recommendations out of 10 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Nivea | Beiersdorf | 22% | 20 | 45 | – | 25 | 20 |
| 2 | DHC | DHC Corporation | 21% | 35 | – | 35 | – | 35 |
| 3 | Mentholatum | Rohto Pharmaceutical | 20.4% | 12 | 20 | – | 35 | 35 |
| 4 | Shiseido | Shiseido | 14% | 25 | 20 | – | – | 25 |
| 5 | Vaseline | Unilever | 7.4% | – | 25 | – | – | 12 |
| 6 | Curel | Kao | 4.8% | – | 12 | – | 12 | – |
| 7 | Menturm | Rohto Pharmaceutical | 4% | – | – | – | 20 | – |
| 8 | Burt's Bees | Clorox | 3.2% | – | 8 | – | – | 8 |
| 9 | Canmake | IDA Laboratories | 1.6% | 8 | – | – | – | – |
| 10 | Opera | Independent | 1.6% | – | – | – | 8 | – |
Questions about AI lip care recommendations
- Which lip care brand does ChatGPT recommend most in Japan?
- ChatGPT recommends DHC most often for lip care in Japan. Across all assistants, Nivea leads with 22% of recommendations.
- Which lip care brand is improving fastest in Japan?
- DHC has the strongest momentum among challengers: AI names it first in 3 of 3 answers where it appears, while holding 21% 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.
Lip Care: AI rankings by country
Covers: Lip Care.
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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