Beauty & Personal Care
its home category
What the AIs say
#12 best · 5 of 6 agree“ChatGPT ranks Listerine highest (avg #7.5 over 2 mentions); Grok is the most sceptical (#14.3).”
synthesised · the AI panel
What reviewers say
3.5 / 5 ★ · 1 reviewed1 of 12 products reviewed
What the press says
Positive · 6 stories · 30d“Listerine's recent coverage centers on new product launches and creative marketing campaigns, with positive reception for its expanded mouthwash intensity range and innovative Twitch-based audio…”
synthesised · 6 articles via Google News · Dentistry Today, Marketing Dive +4
The brief
The brand in a paragraph.
Listerine ranks eighth among oral care brands, buoyed by recent product launches and creative marketing that has drawn press attention, though coverage simultaneously highlights health concerns about its alcohol content and the safety of daily use.
Why mid · Oral Care?
How Listerine earns the label.
3 of Listerine's ranked products in Oral Care carry street prices, and 2 of the 3 land in the middle third of their fields — the Clinical Solutions Gum Health Antiseptic Mouthwash and the Cool Mint Antiseptic Mouthwash; the rest sit 1 in the value third.
Listerine's median street price here is $11 — 56% below the $26 median across every priced product ranked in Oral Care. The label describes where the prices sit, not how good the products are.
Price neighbors — Oral Care
as of August 1 · 10 brand medians · Google Shopping?
Act one
What the machines think.
Several 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.
ChatGPT ranks Listerine highest (avg #7.5 over 2 mentions); Grok is the most sceptical (#14.3).
ChatGPT
#7.5
avg over 2 mentions · best #2
Gemini
#10.2
avg over 5 mentions · best #2
Perplexity
#13.6
avg over 8 mentions · best #2
Claude
#14.0
avg over 7 mentions · best #1
Grok
#14.3
avg over 4 mentions · best #1
The words the panel uses
AI most often praises Listerine for being "antiseptic" (7 mentions) and "plaque" (5).
- antiseptic7
- plaque5
- alcohol-free5
- mint4
- gingivitis4
- fluoride4
- kills germs2
- gum-health2
- germ-kill2
- daily-use2
- alcohol free2
- gum health2
Wins & misses?
Where it leads, where it lags.
Listerine owns the leaderboards: 1 #1 finish this snapshot, no top-tier intents below #10.
Top wins
Where it lags
No misses below #20 — Listerine is a top-tier presence everywhere it appears.
Rank trajectory?
Weeks of movement.
Across 13 weeks of tracking: 1 intent steady, 0 climbed, 2 slipped. Biggest move: slipped 16 ranks in Best Whitening Toothpastes (now #22).
Act two · ★ new
What the people say.
The same lineup, judged by the owners who bought and filmed it and the press that covers them.
Video reviews?
What reviewers say about the brand.
Are Listerine Mouthwash Worth it?
Is It Worth It?
In the press?
What the world is saying.
What’s being written about Listerine lately — and the mood of it. 6 pieces in the last 30 days, coverage skews positive.
Dentistry Today·Positive
LISTERINE Launches New Mouthwash Intensity Range
MMarketing DiveMarketing Dive·Positive
Listerine turns mouthwashing sounds into music with Twitch creators
TThe Shorty AwardsThe Shorty Awards·Positive
LISTERINE® x Cynthia Erivo | Wash Your Mouth
DDrBicuspid.comDrBicuspid.com·Positive
Listerine launches range of mouthwash intensitiesOregonLive.com·Positive
People’s Pharmacy: Need a dandruff cure? Listerine works - if you pick the right color
MMediaPostas of July 26 · 6 stories?
Act three
The lineup, ranked.
Every Listerine product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Clinical Solutions Gum Health Antiseptic Mouthwash is Listerine's most-recommended product, ranking across 2 buyer questions, with Cool Mint Antiseptic Mouthwash close behind.
Anticavity fluoride mouthwash
Antiseptic mouthwash with gum therapy
Rivals?
Who it competes against.
Listerine's closest rival is Tom's of Maine — and Listerine comes out ahead in 1 of 1 of the questions they both answer (100%).
- Tom's of MaineBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- Arm & HammerBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- GurunandaBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- ColgateBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- Oral-BBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- HelloBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- SensodyneBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
The recap
Where it stands today.
- Reviewer verdict★Not enough evidence yet — avg 3.5 / 5 from 1 reviewed product; more reviews needed before we call agreement.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #1), across 1 buying intent.
- AI verdictChatGPT ranks Listerine highest (avg #7.5); Grok most sceptical (#14.3).
- TraitsMost often associated with “antiseptic” (7 mentions) and “plaque” (5).
- Top productClinical Solutions Gum Health Antiseptic Mouthwash is the most-mentioned Listerine product this snapshot.
- Closest rivalTom's of Maine (1–0 across 1 shared intent).
browse Listerine in these categories