De Lorenzo
AI Visibility Score and Ranking for
Haircare: Australia
Family-owned Australian salon-professional haircare brand founded in 1987.
De Lorenzo ranks #8 in the AU Haircare AI Visibility Index with a Visibility Score of 5.8/100. It was named in 182 of 3,150 AI answers across 52 of 150 tracked questions, averaging position 2.9 when mentioned.
Over the last 7 weekly scans, De Lorenzo's scan score moved from 5.8 on 21 August 2026 to 6.9 on 27 September 2026, up 1.1 points.
5.8
Visibility score
8
Found Rank
+1
Movement vs last window
2.9
Avg. position when mentioned
52
Prompts hit, of 150
Visibility score over time
Scored every week on the same 150 shopper questions across ChatGPT, Perplexity and Google AI Overviews. Each point is the score from that week's scan.
De Lorenzo vs Haircare
Running at 1.3x the Haircare category average — ahead of the field.
5
4
Coffee
Where this brand sits in its industry
How it works
The questions shoppers ask. Every week. Every platform.
1. We ask what shoppers ask
150 questions per industry, drawn from real search and AI query data, not questions a brand would write about itself.
2. We ask every week, on every platform.
ChatGPT, Perplexity and Google's AI Overviews. Weekly scans, accumulated across a rolling scan window. Hundreds of answers per industry.
3. We record who gets named.
Every brand mention, its position in the answer, and which platform said it. The Visibility Score is the share of answers a brand appears in. Nothing weighted, nothing modelled.
How AI answers shopper questions about this brand
Questions where AI names De Lorenzo
- Which Australian haircare brands are actually good
- What haircare brands do Australians actually use
- Best Australian owned haircare brands
- Best Australian haircare brands
- Best boutique haircare brands Australia
- Best shampoo and conditioner Australia
Questions where AI names other brands instead
- Best products for 3C curly hair Australia (Clever Curl, ELEVEN Australia, LOHY)
- Best curly hair brand Australia (Clever Curl, Davroe, ELEVEN Australia)
- Best curly hair routine products Australia (Clever Curl, ELEVEN Australia, Davroe)
- Best conditioner for curly hair Australia (Clever Curl, Kevin.Murphy, Davroe)
- Best curly hair products Australia (Clever Curl, ELEVEN Australia, Davroe)
- Best hair styling products Australia (ELEVEN Australia, Kevin.Murphy, evo)
What AI says about De Lorenzo
De Lorenzo Nova Fusion Rose/Silver/Violet Users on Reddit r/AustralianMakeup agree that De Lorenzo's professional purple formula is exceptionally potent for heavy-duty toning, though it requires care to avoid dryness or temporary staining.
Google AI Overviews, 27 September 2026
For context, Kevin Murphy, NAK, O&M and De Lorenzo are established Australian brands rather than genuinely “new”, but they remain very relevant; NAK, for example, is still Australian-made and salon-grade.
ChatGPT, 27 September 2026
If you want the best organic haircare brands in Australia, the strongest picks from the results are De Lorenzo for certified-organic, gentle care, Kevin Murphy for premium sustainable salon haircare, NAK Hair for vegan and Australian-made options, Davroe for gentle plant-based formulas, and Pure Haircare for a
Perplexity, 27 September 2026
How the score is measured
A fixed battery of questions per vertical, asked weekly on ChatGPT, Perplexity and Google AI Overviews and accumulated across the full scan window. Visibility Score is the share of all answers that named the brand. Every population is frozen before scoring, with a documented cut log.
Read the full methodologyFrequently asked questions
What is De Lorenzo's AI Visibility Score?
De Lorenzo has an AI Visibility Score of 5.8 in the AU Haircare AI Visibility Index, ranked #8.
How often does AI recommend De Lorenzo?
De Lorenzo was named in 182 of 3,150 AI answers analysed, across 52 tracked questions, averaging position 2.9 when mentioned.
How is the AI Visibility Score calculated?
We asked ChatGPT, Perplexity and Google's AI Overviews the questions Australian haircare shoppers actually ask, and tracked how often each brand was named. Full methodology at flux.agency/found/methodology.
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