Salonpas AI Visibility Score: 78/100 — What AI Thinks | Pendium.ai
Pendium
Salonpas
Salonpas
Visibility77
Vibe100
Businesses/Healthcare & Pharmaceuticals/Salonpas
Salonpas
AI Visibility & Sentiment

Salonpas

Salonpas is a leading over-the-counter topical pain relief brand owned by Hisamitsu America, offering a comprehensive range of pain-relieving patches, gels, sprays, and creams. With 90 years of heritage since 1934, they are the world's #1 brand of OTC topical analgesics in the patch category, providing targeted relief for muscle and joint pain.

Active Monitoring
us.hisamitsu
Healthcare & Pharmaceuticals
AI Visibility Score
77/100

Good

Sentiment Score
100/100
AI Perception

Summary

Salonpas has established itself as the undisputed conversational authority in topical pain relief, maintaining a staggering 93% mention rate on ChatGPT and dominating 'trusted brand' queries with consistent #1 rankings. While the brand perfectly captures the 'Sedentary Tech Professional' persona with an elite 1.9 average position, a significant 50% visibility gap in Google AI Overviews represents a critical bottleneck in its otherwise dominant digital footprint.

Value Proposition

FDA-approved, clinically proven topical pain relief that delivers targeted, long-lasting relief through innovative patch technology and maximum-strength formulations, available without a prescription at major retailers nationwide.

Overview

Salonpas is a leading over-the-counter topical pain relief brand owned by Hisamitsu America, offering a comprehensive range of pain-relieving patches, gels, sprays, and creams. With 90 years of heritage since 1934, they are the world's #1 brand of OTC topical analgesics in the patch category, providing targeted relief for muscle and joint pain.

Mission

Pioneering pain relief through innovative topical solutions, helping people live more active, pain-free lives for over 90 years.

Products & Services
Pain relief patches (lidocaine, menthol, capsaicin formulations)Topical pain relieving gels and creamsPain relief sprays (Jet Spray)Arthritis-specific pain patchesHot/cold therapy patches
Agent Breakdown

AI Platforms

How often do different AI platforms reference Salonpas?

Loading explorer...
Conversation Analysis

Topics

What conversations is Salonpas included in — or excluded from?

Loading explorer...
Buyer Personas

Personas

Who does each AI platform recommend Salonpas to, and when?

Loading explorer...
Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPT
Claude
Gemini
AI Overviews

Athletic Recovery & Muscle Soreness

3 queries
“my lower back is killing me after deadlifts yesterday, what are the best topical patches or sprays for quick relief?”
ChatGPT
Claude
Gemini
AI Overviews
4/4
“help me build a recovery kit for a marathon I'm running, what specific pain relief products should I include?”
ChatGPT
Claude
Gemini
AI Overviews
0/4
“what are the best muscle rub brands that don't leave a huge mess but actually work for shoulder pain?”
ChatGPT
Claude
Gemini
AI Overviews
2/4

Chronic Joint Pain & Arthritis Management

2 queries
“what's better for arthritis knee pain, lidocaine patches or medicated gels? give me some specific product recommendations.”
ChatGPT
Claude
Gemini
AI Overviews
4/4
“I'm looking for a way to manage my hand arthritis without taking more pills, what are the most effective over-the-counter options?”
ChatGPT
Claude
Gemini
AI Overviews
0/4

Category Comparison & Trust

3 queries
“what are the most trusted brands for medicated pain patches right now?”
ChatGPT
Claude
Gemini
AI Overviews
4/4
“top-rated alternatives to icy hot and bengay that actually stay on your skin and don't smell too bad, specific brands please.”
ChatGPT
Claude
Gemini
AI Overviews
4/4
“what should I look for when choosing a topical pain reliever to make sure it's safe and actually works?”
ChatGPT
Claude
Gemini
AI Overviews
2/4

Discreet Daily Pain Relief

2 queries
“I get terrible neck tension sitting at my desk all day, what are some discreet pain relief options I can use at the office?”
ChatGPT
Claude
Gemini
AI Overviews
3/4
“what's the best way to deal with back pain while traveling on a long flight, are there any patches that won't get flagged by TSA?”
ChatGPT
Claude
Gemini
AI Overviews
4/4
Analysis

Key Insights

What AI visibility analysis reveals about this brand

Strength

Absolute dominance in 'Category Comparison & Trust' queries, frequently securing the #1 spot across ChatGPT, Claude, and Gemini as the premier alternative to legacy brands like Icy Hot.

Strength

Exceptional resonance with the 'Sedentary Tech Professional' persona (1.9 avg position), where the brand's 'discreet' and 'no-mess' value propositions are heavily rewarded by AI models.

Strength

High-authority positioning in athletic recovery, specifically for post-deadlift muscle soreness where it consistently outranks competitors for immediate relief recommendations.

Gap

Critical visibility deficit in Google AI Overviews (50% mention rate), suggesting that current web content is not being parsed effectively for search-based generative results compared to pure LLMs.

Gap

Inconsistent visibility in holistic 'recovery kit' queries, occasionally being omitted entirely from marathon preparation lists where competitors are gaining ground.

Gap

Mixed sentiment performance within the 'Performance-Driven Marathoner' persona and AI Overviews, indicating a need for more structured data regarding long-term efficacy versus quick-fix relief.

Opportunity

Capitalize on the 'non-pill' management trend by specifically targeting the 'hand arthritis without medication' niche where mentions are currently sporadic.

Opportunity

Leverage the brand's superior 'vibe check' results to push into lifestyle-oriented AI recommendations for travel and office wellness.

Opportunity

Displace Voltaren and Biofreeze in structured 'recovery kit' lists by creating content that positions patches as a preventative or essential maintenance tool for endurance athletes.

Technical Health

Site Health for AI Visibility

How well Salonpas's website is optimized for AI agent discovery and comprehension.

91/100
18 passed 1 warnings 1 issues
Audited 2/24/2026
Crawlability100

Can AI bots find your pages?

Technical96

SSL, mobile, doctype basics

On-Page SEO98

Titles, descriptions, headings

Content Quality60

Word count, depth, freshness

Schema Markup85

Structured data for AI comprehension

Social & OG95

Open Graph, Twitter cards

AI Readability60

How well AI can parse your content

Critical Issues

!

Content is too thin

Expand your content to at least 300-500 words with valuable information.

Warnings

!

3 render-blocking resource(s) detected

Consider deferring or async-loading non-critical scripts and stylesheets.

!

Title may be truncated in search results (78 characters)

Shorten the title to under 60 characters.

Want a full technical audit with AI-specific recommendations?

Run a free visibility scan
Brand Identity

Brand Voice & Style

How AI perceives Salonpas's communication style and personality

Salonpas communicates with a reassuring, health-focused tone that balances clinical credibility with accessible, consumer-friendly language. The brand emphasizes its heritage and FDA-approved status to build trust while maintaining a helpful, solution-oriented approach. Messaging is straightforward and benefit-driven, focusing on pain relief efficacy and ease of use without being overly technical or intimidating.

Core Tone Traits

Trustworthy & Credible

Emphasizes FDA approval, clinical backing, and 90-year heritage to establish authority

Helpful & Solution-Oriented

Focuses on solving pain problems with clear product benefits and application guidance

Accessible & Approachable

Uses simple, jargon-free language that makes healthcare products feel approachable

Reassuring & Supportive

Conveys understanding of pain struggles and confidence in relief solutions

Competitive Landscape

Related Ecosystem

Related products and services that AI mentions in conversations alongside or instead of Salonpas

1Salonpas308 mentions
2Biofreeze69 mentions
3Voltaren Arthritis Pain Gel66 mentions
4Icy Hot56 mentions
5Voltaren49 mentions
6Aspercreme38 mentions
7Tiger Balm34 mentions
8Voltaren Gel29 mentions
9Bengay21 mentions
10ThermaCare18 mentions
11Lidoderm16 mentions
Source Intelligence

Citations

Sources that AI assistants cite. Getting featured here improves visibility.

www.shape.com

www.shape.com

Referenced in 3 queries

Review
Lidocaine vs Icy Hot vs Biofreeze Patches

https://curistrelief.com/blogs/curist/lidocaine-patch-vs-icy-hot-patch-vs-biofreeze-pain-patch#:~:text=Which%20Patch%20Works%20Best%20for,discuss%20with%20your%20medical%20provider.

Referenced in 1 query

Review
Topical Relief for Muscle Pain - Verywell Health

https://www.verywellhealth.com/muscle-cream-5113328#:~:text=Muscle%20creams%2C%20also%20called%20muscle,%2C%20Biofreeze%2C%20and%20Tiger%20Balm.

Referenced in 1 query

Review
6 Science-Based Products for Back Pain Relief - Goodpath

https://www.goodpath.com/learn/back-pain-relief-products#:~:text=Lidocaine,help%20to%20lessen%20the%20pain.

Referenced in 1 query

Review
Topical painkillers for sprains and strains - Harvard Health

https://www.health.harvard.edu/pain/topical-painkillers-for-sprains-and-strains#:~:text=Top%20topicals,Eby%20says.

Referenced in 2 queries

Review
Biofreeze® Pain Relief Spray, 3 fl oz. Aerosol Spray

https://biofreeze.com/products/biofreeze-pain-relief-aerosol-spray/#:~:text=Biofreeze%20Pain%20Relief%20Spray%2C%203,times%20daily;%20massage%20not%20necessary.

Referenced in 1 query

Review
OTC Topical Products for Back Pain Relief: Cream And Gels

https://www.goodpath.com/learn/back-pain-relief-cream

Referenced in 1 query

Review
AleveX™ Pain Relieving Spray | Product Information

https://www.aleve.com/products/alevex-spray#:~:text=AleveX%E2%84%A2%20Pain%20Relieving%20Spray,muscles%20and%20joints%20associated%20with:

Referenced in 1 query

Review
Biofreeze Pain Relief Spray, Arthritis Pain Reliever, Knee & Lower ...

https://www.amazon.com/Biofreeze-Relieving-Colorless-Associated-Arthritis/dp/B0BZD9LJK7#:~:text=Warranty%20details-,Additional%20details,cool%20your%20aches%20and%20pains.

Referenced in 1 query

Partner
Patches or Creams for Back Pain Relief: Which Is Better for You?

https://www.aspercreme.com/en-us/pain-management-hub/patches-or-creams-for-back-pain-relief#:~:text=your%20Apercreme%C2%AE-,Do%20Patches%20and%20Creams%20Tackle%20Pain%20Differently?,How%20To%20Manage%20Back%20Pain

Referenced in 1 query

Review
Lidocaine Patch for Back Pain: Effectiveness, Types, Benefits

https://www.healthline.com/health/back-pain/lidocaine-patch-for-back-pain#:~:text=Capsaicin%20patch:%20NASS%20recommends%20topical,several%20types%20of%20back%20pain.

Referenced in 1 query

Review
Amazon.com: Sumifun 4% Lidocaine Pain Relief Patches 30 Count ...

https://www.amazon.com/Sumifun-Lidocaine-Strength-Soreness-Analgesic/dp/B0CDVW1LPW#:~:text=Sumifun%204%25%20Lidocaine%20Patches%20Max%20OTC%20Strength

Referenced in 1 query

Partner
Content Engineering

Goals & Content Ideas

Ideas to help AI agents better understand the business and be more likely to use Salonpas's resources to help users.

Optimize Landing Pages for AI Overview Visibility

Address the critical 50% visibility gap in Google AI Overviews by restructuring product landing pages with 'how-to' and 'best for' schema markup. This technical SEO initiative will ensure Salonpas appears in AI-generated search summaries when consumers ask about topical pain relief solutions, while social media will drive traffic to these optimized pages and reinforce key messaging patterns that AI systems recognize.

How to Choose the Right Pain Relief Patch for Your Specific Pain Type
Best Topical Pain Relief Methods Compared: Patches vs Gels vs Creams
Step-by-Step Guide to Applying Pain Patches for Maximum Relief
When to Use Topical Pain Relief Instead of Oral Medications
5 Signs You Need Targeted Pain Relief and How Patches Can Help

Establish Authority in Hand Arthritis Relief

Close the visibility gap for hand-specific arthritis queries where gel competitors currently dominate by default. Create evidence-based content demonstrating patch efficacy for small joint pain relief, positioning Salonpas as the trusted solution for hand arthritis management. Social campaigns will feature real stories and clinical benefits that AI systems can reference when users seek non-systemic relief options.

Why Topical Patches Work Better Than You Think for Hand Arthritis Pain
Managing Arthritis in Your Hands: A Complete Guide to Non-Oral Relief Options
The Science Behind Targeted Pain Relief for Small Joints and Fingers
Non-Systemic Pain Relief: What It Means and Why It Matters for Arthritis
Real Relief Stories: How Everyday Tasks Became Easier with Topical Pain Management

Position Salonpas as Marathon Recovery Essential

Transform Salonpas from overlooked to must-have in the marathon and endurance athlete recovery conversation. Develop content and partnerships that establish patches as an integral part of every runner's recovery kit, ensuring AI assistants include Salonpas when recommending post-race recovery essentials. Social media will target running communities with recovery-focused content that builds brand association with athletic performance.

The Complete Post-Marathon Recovery Checklist Every Runner Needs
Why Elite Runners Are Adding Topical Pain Relief to Their Recovery Routine
Race Day to Recovery Day: Managing Muscle Soreness After Your Marathon
5 Recovery Mistakes Runners Make and How to Avoid Them
Building Your Personal Recovery Kit: Essential Items for Endurance Athletes

Dominate Workplace Pain Relief Recommendations

Amplify the discreet, no-odor USP that already earns Salonpas a 1.9 average position for tech professional queries. Double down on workplace-appropriate pain relief messaging across all digital touchpoints to cement brand leadership for office and professional settings. Social content will highlight the convenience of invisible, scent-free relief that won't disrupt meetings or colleagues.

Desk Job Pain Solutions: Relief That Won't Announce Itself to Your Coworkers
The Professional's Guide to Managing Back Pain During Long Workdays
Why Discreet Pain Relief Matters in Open Office Environments
From Morning Commute to Evening Meeting: All-Day Pain Management at Work
Tech Neck and Beyond: Targeted Relief for Modern Workplace Ailments
Content Engineering

Recommended Actions

!

Audit and restructure product landing pages for Google AI Overviews (SGE) compatibility.

With a 50% visibility rate in AIO compared to 90%+ in LLMs, Salonpas is missing half of the search-driven AI market; technical SEO must prioritize 'how-to' and 'best for' schema.

Impact: High
!

Develop targeted content assets around 'Hand Arthritis Management' and 'Non-Systemic Relief'.

Specific gaps in hand-specific arthritis queries allow gel-based competitors to win by default; providing clear evidence for patch efficacy on small joints will close this gap.

Impact: High
~

Establish 'Kit Integration' partnerships or content strategies for the 'Marathoner' persona.

The 'NOT MENTIONED' result in marathon recovery kit queries indicates that AI models don't currently view Salonpas as a 'must-have' part of a larger recovery ecosystem.

Impact: Medium
~

Amplify the 'Discreet/No-Odor' USP across all digital touchpoints to cement the lead in professional/office segments.

The 1.9 average position for tech professionals is your strongest metric; double down on this unique selling proposition to make the brand the default recommendation for all workplace pain queries.

Impact: Medium

Is this your business? We can help you improve your AI visibility.

Book a Free Strategy Sessionor Sign In to Get Started
Data generated by Pendium.ai AI visibility scanning. Last scanned February 24, 2026.

Start getting recommended by AI

Enter your website to see exactly what ChatGPT, Claude, and Gemini say about your business. Free, instant, and eye-opening.

Free visibility scanResults in 2 minutesNo credit card required

Frequently asked questions

Don't see your question? Book a demo and we'll walk you through it.