Census · Published 2026-10-22 · recorded, not live

AI named a brand in 64% of answers. Named most: CeraVe, in 63%.

What a leading AI assistant names when a shopper asks about moisturizers for dry skin, from a basic cream to a vegan or cruelty-free pick. The first census for this category, 64 answers. 6,000+ data points measured by the Supracited AI engine. The buyer scenarios are further down.

Supracited AI engine

Every tracked brand on the dry-skin moisturizer shelf, filled to its share of the 64 recorded AI answers, the first census for this category. Hover or tap a jar for its share, how often it was named first, and one buyer question that named it.

Buyer scenarios shown

CeraVe was named first in 8 of 8 of the Ceramides vs. cream scenario's answers, its widest lead. On two scenarios, no tracked brand was named first in any answer.

Every tracked brand, its share of 64 answers, its share of the 8 Gen Z budget scenario answers, how often it was named first, and one buyer question that named it
BrandShare of answersGen Z scenarioNamed firstA real buyer question
CeraVe63%8 of 835 of 64What's the best cream moisturizer?
Vanicream45%7 of 82 of 64What's the best cream moisturizer?
Cetaphil30%7 of 83 of 64What's the best cream moisturizer?
La Roche-Posay28%0 of 80 of 64What's the best cream moisturizer?
Aveeno17%5 of 80 of 64What is the most recommended cream for eczema?
First Aid Beauty16%0 of 81 of 64What's the best cream moisturizer?
CVS Health6%4 of 8Not tracked (store brand never enters the order)I'm 22 and on a student budget, what's a decent drugstore moisturizer for dry skin that won't break the bank?
Aquaphor3%0 of 80 of 64What is the most recommended cream for eczema?
Eucerin3%0 of 80 of 64What is the most recommended cream for eczema?
Walgreens3%2 of 8Not tracked (store brand never enters the order)I'm 22 and on a student budget, what's a decent drugstore moisturizer for dry skin that won't break the bank?
Equate0%0 of 8Not tracked (store brand never enters the order)No recorded answer named it
Up&Up0%0 of 8Not tracked (store brand never enters the order)No recorded answer named it

  • 55%

    Named CeraVe first

    The brand that came first most often, of any mention.

  • 6%

    Named a store brand

    CVS Health, the store named most.

  • 52%

    Cited nbcnews.com

    The site cited most.

Who answered: A leading AI assistant with web search on, 64 answers, recorded 2026-10-22. Assistants are identified to clients in their reports. Brand names here are measurement results, not recommendations.

Every answer, by buyer scenario

Supracited AI engine

Each dot is one recorded AI answer, collected by the Supracited AI engine: 8 for each buyer scenario, 64 in all. Pick a brand to see which answers named it.
Brand
  1. Best cream8 of 88 of 88 of 88 of 80 of 8
  2. Eczema pick8 of 88 of 80 of 85 of 86 of 8
  3. Budget8 of 87 of 87 of 80 of 85 of 8
  4. Ceramides vs. cream8 of 80 of 80 of 83 of 80 of 8
  5. What are ceramides0 of 80 of 80 of 80 of 80 of 8
  6. Combining0 of 80 of 80 of 80 of 80 of 8
  7. Other scenario8 of 86 of 83 of 82 of 80 of 8
  8. Vegan or cruelty-free0 of 80 of 81 of 80 of 80 of 8

CeraVe

63%

Vanicream

45%

Cetaphil

30%

La Roche-Posay

28%

Aveeno

17%

CeraVe: named in every one of them on five buyer scenarios each, against none of them on three buyer scenarios each.

Vanicream: named in every one of them on the best cream moisturizer and an eczema cream each, against none of them on four buyer scenarios each.

Cetaphil: named in every one of them on the best cream moisturizer, against none of them on four buyer scenarios each.

La Roche-Posay: named in every one of them on the best cream moisturizer, against none of them on four buyer scenarios each.

Aveeno: named in some of them on an eczema cream, against none of them on six buyer scenarios each.

Each card shows the brands an answer named, in the order it named them. We quote only sentences we have checked as plain fact, such as what a brand is or where it is sold, and none of these answers has one.

Answers naming each brand, by buyer scenario, out of 8 each
Buyer scenarioCeraVeVanicreamCetaphilLa Roche-PosayAveeno
Best cream8 of 88 of 88 of 88 of 80 of 8
Eczema pick8 of 88 of 80 of 85 of 86 of 8
Budget8 of 87 of 87 of 80 of 85 of 8
Ceramides vs. cream8 of 80 of 80 of 83 of 80 of 8
What are ceramides0 of 80 of 80 of 80 of 80 of 8
Combining0 of 80 of 80 of 80 of 80 of 8
Other scenario8 of 86 of 83 of 82 of 80 of 8
Vegan or cruelty-free0 of 80 of 81 of 80 of 80 of 8

The names the answers gave

Each bar is the share of recorded answers that named it. Hover or tap a name for its count, its range and what the count means.

64 recorded answers, eight buyer scenarios each asked 8 times, collected 2026-10-22.

  1. Named in 86% of recorded answers (55 of 64). Range if the census ran again: 67 to 100%. Effective n: 18 of 64 answers (ICC 0.35, design effect 3.5). In the first three names: 55 of 64. Counts mentions, including cautions; not recommendations.
  2. Named in 83% of recorded answers (53 of 64). Range if the census ran again: 66 to 97%. Effective n: 27 of 64 answers (ICC 0.20, design effect 2.4). In the first three names: 47 of 64. Counts mentions, including cautions; not recommendations.
  3. Named in 63% of recorded answers (40 of 64). Range if the census ran again: 25 to 88%. Effective n: 8 of 64 answers (ICC 1.00, design effect 8.0). In the first three names: 32 of 64. Counts mentions, including cautions; not recommendations.
  4. Named in 45% of recorded answers (29 of 64). Range if the census ran again: 13 to 75%. Effective n: 9 of 64 answers (ICC 0.85, design effect 6.9). In the first three names: 3 of 64. Counts mentions, including cautions; not recommendations.
  5. Named in 30% of recorded answers (19 of 64). Range if the census ran again: 5 to 59%. Effective n: 11 of 64 answers (ICC 0.72, design effect 6.0). In the first three names: 5 of 64. Counts mentions, including cautions; not recommendations.
  6. Named in 28% of recorded answers (18 of 64). Range if the census ran again: 6 to 55%. Effective n: 13 of 64 answers (ICC 0.57, design effect 5.0). In the first three names: 1 of 64. Counts mentions, including cautions; not recommendations.
  7. Named in 22% of recorded answers (14 of 64). Range if the census ran again: 3 to 45%. Effective n: 15 of 64 answers (ICC 0.46, design effect 4.2). In the first three names: 11 of 64. Counts mentions, including cautions; not recommendations.
  8. Named in 17% of recorded answers (11 of 64). Range if the census ran again: 0 to 41%. Effective n: 12 of 64 answers (ICC 0.61, design effect 5.3). In the first three names: 1 of 64. Counts mentions, including cautions; not recommendations.
  9. Named in 16% of recorded answers (10 of 64). Range if the census ran again: 0 to 39%. Effective n: 12 of 64 answers (ICC 0.60, design effect 5.2). In the first three names: 1 of 64. Counts mentions, including cautions; not recommendations.
  10. Named in 6% of recorded answers (4 of 64). Range if the census ran again: 0 to 22%. Effective n: 16 of 64 answers (ICC 0.43, design effect 4.0). In the first three names: 0 of 64. Counts mentions, including cautions; not recommendations.
Show 4 more names
  1. Named in 3% of recorded answers (2 of 64). Range if the census ran again: 0 to 11%. Effective n: 32 of 64 answers (ICC 0.14, design effect 2.0). In the first three names: 0 of 64. Counts mentions, including cautions; not recommendations.
  2. Named in 3% of recorded answers (2 of 64). Range if the census ran again: 0 to 9%. Effective n: 64 of 64 answers (ICC 0.00, design effect 1.0). In the first three names: 0 of 64. Counts mentions, including cautions; not recommendations.
  3. Named in 3% of recorded answers (2 of 64). Range if the census ran again: 0 to 11%. Effective n: 32 of 64 answers (ICC 0.14, design effect 2.0). In the first three names: 0 of 64. Counts mentions, including cautions; not recommendations.
  4. Named in 2% of recorded answers (1 of 64). Range if the census ran again: 0 to 6%. Effective n: 64 of 64 answers (ICC 0.00, design effect 1.0). In the first three names: 0 of 64. Counts mentions, including cautions; not recommendations.
  • Share of answers that named it
  • Range if the census ran again

Asked through the Supracited AI engine, with web search on, rather than inside the assistant’s own app, which may answer differently.

See the numbers as a tableevery name given, with both ranges, position and top three

Each row leads with a cluster-bootstrap range, which allows for the same question being asked again; the narrower Wilson range beside it assumes every answer is an independent draw. The method page explains why the bootstrap leads.

Exploratory: 8 buyer scenarios. An industry framework (IAB, August 2026) treats a program with fewer than 50 buyer scenarios as exploratory rather than directional; read these ranges as a guide, not a precise estimate. Known limits.

ICC, the intraclass correlation, is how alike the answers to one buyer scenario are: 0 is no more alike than chance, 1 is the same answer every time. The design effect is how much that widens a range, and effective n is the answers divided by it, roughly what they are worth as separate draws.

64 answers with web search

64 answers: 8 buyer scenarios, each asked 8 times, collected 2026-10-22. Asked through the Supracited AI engine, with web search on, rather than inside the assistant’s own app, which may answer differently.

Narrow screen: scroll the table sideways for more columns.

n=64 answers · 8 buyer scenarios, each asked 8 times · collected 2026-10-22
Name Kind Share of answers (bar: bootstrap range, tick: observed) Wilson range (assumes independent answers) ICC · design effect · effective n Average position when named (1 = first) In the first three names
CeramidesIngredient

67 to 100% · 55 of 64

75 to 92%0.35 · 3.5 · 181.7655 of 64 (86%)
Hyaluronic acidIngredient

66 to 97% · 53 of 64

72 to 90%0.20 · 2.4 · 272.3847 of 64 (73%)
CeraVeBrand

25 to 88% · 40 of 64

50 to 73%1.00 · 8.0 · 82.0832 of 64 (50%)
VanicreamBrand

13 to 75% · 29 of 64

34 to 57%0.85 · 6.9 · 94.283 of 64 (5%)
CetaphilBrand

5 to 59% · 19 of 64

20 to 42%0.72 · 6.0 · 113.585 of 64 (8%)
La Roche-PosayBrand

6 to 55% · 18 of 64

19 to 40%0.57 · 5.0 · 135.391 of 64 (2%)
PetrolatumIngredient

3 to 45% · 14 of 64

14 to 33%0.46 · 4.2 · 153.2911 of 64 (17%)
AveenoBrand

0 to 41% · 11 of 64

10 to 28%0.61 · 5.3 · 125.091 of 64 (2%)
First Aid BeautyBrand

0 to 39% · 10 of 64

9 to 26%0.60 · 5.2 · 126.501 of 64 (2%)
CVS HealthStore brand

0 to 22% · 4 of 64

3 to 15%0.43 · 4.0 · 166.500 of 64 (0%)
EucerinBrand

0 to 11% · 2 of 64

1 to 11%0.14 · 2.0 · 325.000 of 64 (0%)
AquaphorBrand

0 to 9% · 2 of 64

1 to 11%0.00 · 1.0 · 647.000 of 64 (0%)
WalgreensStore brand

0 to 11% · 2 of 64

1 to 11%0.14 · 2.0 · 328.000 of 64 (0%)
UreaIngredient

0 to 6% · 1 of 64

0 to 8%0.00 · 1.0 · 647.000 of 64 (0%)
EquateStore brand

0% · 0 of 64

0 to 6%Not namedNot named0 of 64 (0%)
Up&UpStore brand

0% · 0 of 64

0 to 6%Not namedNot named0 of 64 (0%)

Store brands are counted by name here. Reading each mention for whether it names a product to buy, as the pain relief census did for its main table, is still to come.

The sites the answers were built from

The twelve domains cited most, ranked by how many answers linked them. Hover or tap a site for what it is.

The twelve sites cited most, out of 64 recorded answers.

  1. Cited in 52% of recorded answers (33 of 64). What it is: News site. Cited in: linked at least once in the answer.
  2. Cited in 13% of recorded answers (8 of 64). What it is: Skincare product discovery and comparison site. Cited in: linked at least once in the answer.
  3. Cited in 13% of recorded answers (8 of 64). What it is: Health myth-busting and fact-check platform, India. Cited in: linked at least once in the answer.
  4. Cited in 9% of recorded answers (6 of 64). What it is: American Academy of Dermatology, a medical specialty society. Cited in: linked at least once in the answer.
  5. Cited in 9% of recorded answers (6 of 64). What it is: Trivia and lifestyle magazine. Cited in: linked at least once in the answer.
  6. Cited in 9% of recorded answers (6 of 64). What it is: Product review and buying-guide site. Cited in: linked at least once in the answer.
  7. Cited in 9% of recorded answers (6 of 64). What it is: Product sampling and discovery platform, India. Cited in: linked at least once in the answer.
  8. Cited in 8% of recorded answers (5 of 64). What it is: CeraVe's own brand site. Cited in: linked at least once in the answer.
  9. Cited in 8% of recorded answers (5 of 64). What it is: Health information site. Cited in: linked at least once in the answer.
  10. Cited in 8% of recorded answers (5 of 64). What it is: Hospital system. Cited in: linked at least once in the answer.
  11. Cited in 8% of recorded answers (5 of 64). What it is: Lifestyle newsletter and media site. Cited in: linked at least once in the answer.
  12. Cited in 6% of recorded answers (4 of 64). What it is: National Eczema Association, a patient advocacy nonprofit. Cited in: linked at least once in the answer.
  • Share of answers that linked the site at least once

Cited in: the number of the 64 answers that linked the domain at least once. Types checked on each site’s own homepage on 2026-10-22.

The buyer scenarios asked

Written the way a shopper types, naming no brand. How each one is run, counted and checked: the method page.

Hover, focus or tap a scenario to read the question as asked.

One buyer scenario is counted in the totals above, not shown individually.

Correctionsevery change to this page, dated
  • 2026-10-22: first publication. A pilot census: 64 answers, one wave; the base for a larger census.

We measure and source. We do not write, edit or suggest any statement about what a product does; that stays as your label states it. Brand names in our censuses are measurement results, not recommendations.

How we count

Other censuses

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