Overview Leaderboard Methodology
Industry Report

Mass Market Shampoos

Accessible, widely distributed shampoos from large consumer brands formulated for general cleansing and everyday use.

Brands tracked: 37
Brands analyzed: 37
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 287
Total responses: 1,470
Top Brand Overall?
Pantene
63/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Redken
90

Highest score on the LBA metric in this industry.

Authority Leader?
Pantene
37

Highest score on the Authority metric in this industry.

TOM Leader?
Pantene
83

Highest score on the TOM metric in this industry.

Mass Market Shampoos has no dominant brand in AI responses

Pantene is the top-ranked brand here, but its overall score of 63 reflects a competitive field rather than a dominant player. AI assistants answer category questions about Mass Market Shampoos with varied recommendations from query to query - users get a different set of suggestions each time. This is the kind of category where mid-tier brands still have room to move up.

Brand Leaderboard All 37 Mass Market Shampoos brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Pantene
pantene.com
 82
37
83
63
2
Dove
dove.com
 78
29
69
54
3
Garnier
garnier.com
 72
24
64
49
4
Head & Shoulders
headandshoulders.com
 70
20
70
47
5
Garnier Fructis
garnierusa.com
 85
14
61
43
6
OGX
ogxbeauty.com
 71
19
41
39
7
Herbal Essences
herbalessences.com
 83
10
51
37
8
TRESemmé
tresemme.com
 84
8
43
33
9
Suave
suave.com
 59
9
43
30
10
Neutrogena
neutrogena.com
 67
16
18
28
11
Aveeno
aveeno.com
 78
8
24
26
12
Aussie
aussie.com
 74
7
21
25
13
Redken
redken.com
 90
9
15
25
14
John Frieda
johnfrieda.com
 86
9
9
21
15
L'Oréal Paris
lorealparisusa.com
 87
9
9
21
16
L'Oréal Paris Elvive
lorealparis.com
 89
9
9
21
17
CeraVe
cerave.com
 62
15
6
20
18
Cantu
cantu.com
 78
8
8
19
19
Mane 'n Tail
manentail.com
 77
8
8
19
20
Maui Moisture
mauimoisture.com
 74
7
8
19
21
SheaMoisture
sheamoisture.com
 79
8
8
19
22
Clear
clearhaircare.com
 69
7
8
18
23
Sunsilk
sunsilk.com
 76
8
8
18
24
HASK
haskbeauty.com
 69
7
7
17
25
Kristin Ess Hair
kristinesshair.com
 70
7
7
17
26
C
Clinic Plus
clinicplus.co.in
 64
6
6
16
27
Schauma
schwarzkopf.com
 65
7
7
16
28
Alberto VO5
vo5haircare.com
 59
6
6
15
29
Monday Haircare
mondayhaircare.com
 62
6
6
15
30
Native
nativecos.com
 62
6
6
15
31
Pert Plus
pertplus.com
 59
6
6
15
32
R
Rejoice
rejoice.com
 60
6
6
15
33
A
Alberto Balsam
albertobalsam.com
 58
6
6
14
34
T
Timotei
timotei.com
 58
6
6
14
35
Palmolive
palmolive.com
 44
4
4
11
36
Prell
prell.com
 44
4
4
11
37
Wash & Go
washandgo.com
 25
3
3
7

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 287 shared Mass Market Shampoos prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 287 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →