Best rank
#1 in Beauty & Personal Care — its strongest category.
What the AIs say
#1 best · 4 of 4 agree“Gemini ranks Listerine highest (avg #9.5 over 2 mentions); ChatGPT is the most sceptical (#15.6).”
synthesised · the AI panel
The brief
The brand in a paragraph.
Listerine began in 1879 as a surgical antiseptic in St. Louis. Joseph Lister's name inspired the formula, though he did not found it. The company makes mouthwash and oral care products. In 1914, Listerine pivoted to consumer marketing, inventing the term halitosis to sell breath control. This strategy transformed mouthwash from pharmacy item to household staple. The brand built dominance through early mass advertising and consistent product distribution. Today Listerine operates globally under Johnson & Johnson ownership. It ranks first in Beauty & Personal Care among 21,133 tracked brands. Mouthwash remains its core product, sold in dozens of formulations across markets.
Act one
What the machines think.
Three AI models read the whole category and rank Listerine's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Gemini ranks Listerine highest (avg #9.5 over 2 mentions); ChatGPT is the most sceptical (#15.6).
Gemini
#9.5
avg over 2 mentions · best #1
perplexity
#11.0
avg over 4 mentions · best #5
Claude
#13.6
avg over 7 mentions · best #1
ChatGPT
#15.6
avg over 7 mentions · best #1
Wins & misses?
Where it leads, where it lags.
1 top-10 win (1 #1) versus 1 lag spot where Listerine finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 6 weeks of tracking: 2 intents steady, 0 climbed, 1 slipped. Biggest move: slipped 24 ranks in Best Whitening Toothpastes (now #30).
Act three · ★ new
Do they agree?
Put the two verdicts side by side — every product with its AI rank and its reviewer score — and see where the machines and the buyers line up, and where they don't.
The lineup, reconciled?
Every product — both verdicts.
Cool Mint Antiseptic Mouthwash is Listerine's most-recommended product, ranking across 2 buyer questions, with Total Care Anticavity Mouthwash close behind.
Traits?
The words the panel uses.
AI most often praises Listerine for being "fluoride" (5 mentions) and "alcohol-free" (4).
- fluoride5
- alcohol-free4
- germ kill4
- gum health3
- antibacterial3
- antiseptic2
- multi-benefit2
- whitening2
- cavity protection1
- enamel safe1
- breath freshening1
- deep clean1
Rivals?
Who it competes against.
Listerine and Crest are neck and neck — 1–1 across 2 shared questions.
- Crest
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Colgate
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Sensodyne
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Philips Sonicare
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Dr. Bronner's
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Tom's of Maine
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
- Davids
Beauty & Personal Care
Dead even, 1–1
Across 2 shared questions
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best #1), across 2 buying intents.
- AI verdictGemini ranks Listerine highest (avg #9.5); ChatGPT most sceptical (#15.6).
- TraitsMost often associated with “fluoride” (5 mentions) and “alcohol-free” (4).
- Top productCool Mint Antiseptic Mouthwash is the most-mentioned Listerine product this snapshot.
- Closest rivalCrest (1–1 across 2 shared intents).
browse Listerine in these categories