AWA Co., Ltd. Survey report Which factors do you value when choosing shampoo? The first place was “whether the ingredients look good”!

AWA Co., Ltd.
[Survey report] Which factor do you value when choosing shampoo? The first place was “whether the ingredients look good”!

The hair care information media “Hair Care Talk”
( operated by AWA Co., Ltd.
( is targeted at people in their teens and older all over Japan. We conducted a questionnaire survey on “factors important in choosing shampoo”.
We will publish the results.
Survey outline
Survey target: Men and women in their teens and older
Survey date: August 2022
Survey body: AWA Co., Ltd.
Survey method: Voluntary responses via the Internet
Number of people surveyed: 100 (74 women and 26 men)
Survey method: Internet survey
Survey report:
* When citing the results of this survey, please use the URL of “Hair Care Talk” (
Summary of survey results
As a result of a questionnaire survey, “Which factor do you value when choosing a shampoo?”
1st: Whether the ingredients look good
・I think it’s important to buy products that don’t put a strain on the scalp as much as possible, as the quality of the ingredients can make a difference in the wash result and damage the scalp. (Female in her 30s)
・After I turned 25, I started to worry about ingredient labeling because I thought my age was reflected in my hair. (Woman in her 20s) ・Recently, when I watch beauty YouTube videos, they explain and analyze the ingredients used in lotions and shampoos, so I try to look at the ingredients myself. (Female in her 30s)
The first place was “whether the ingredients look good”.
There were many opinions that they were concerned about damage to the scalp due to cleaning ingredients, and that as they got older, they became more concerned about the ingredients in shampoos.
2nd Place: Do you like the scent?
・Some shampoos have a strong scent, so I like shampoos that are just right. (Male in his 40s)
・Because it’s something you use every day, you can’t keep using it unless it has a scent you like. Also, to smell the scent and refresh after shampooing. (Woman in her 20s)
・If the scent you feel when you wash your hair isn’t to your liking, you won’t want to use it forever. (Female in her 30s)
The second place was “whether you like the scent or not”.
There were many opinions that they don’t like strong scents, and that the shampoo they use every day has a good scent that they like. 3rd Place: Smooth feeling after washing
・If your hair is squeaky after washing, it will have a big impact on your set the next day. (Female in her 30s)
・I don’t want to shampoo if it doesn’t get smooth after washing, and if it’s rough, I definitely don’t like the scent unless it’s a scent I like (woman in her 20s)
・I want to improve the quality of my hair. When it becomes smooth, the quality of the hair improves, and it is possible to keep the hair smooth in the future. (Male in his 20s)
The 3rd place was “smooth feeling after washing”.
There was an opinion that if the hair is squeaky, it will be difficult to manage, and if it is slippery, the hair will continue to be dry. 4th: Whether the price is affordable
・I tend to want to keep using things that I like for a long time, so I basically look for things that are sold at nearby drugstores. (Woman in her 20s)
・High prices don’t last long, so it’s good to have an amount that you can continue to use (woman in her 30s)
・I tried to buy an expensive shampoo, but I didn’t know the difference or effect. I personally don’t think there’s much difference except for special products such as salon use, so I think the low price is enough. (Female in her 30s)
The 4th place was “whether the price is affordable”.
There was an opinion that they want to use their favorite shampoo for a long time, and that a shampoo with a price that can be used for a long time is good.
5th Topics (favorite use by celebrities, new products, popularity on SNS, etc.) ・Because it is topical and makes you want to try it. (Female in her 40s) 5th place was “Topics (favorite use by celebrities, new products, popularity on SNS, etc.)”.
It seems that some people are interested in the shampoo that has become a hot topic on SNS and pick it up.
When we conducted a questionnaire with 100 people, 27.6% of the respondents answered, “Whether the ingredients look good.”
Also, as reasons for responding, there were many opinions such as being concerned about damage to the hair and scalp, and becoming more concerned about the ingredients as they got older.
If you have a chance to buy shampoo, please refer to it.
■ About AWA Co., Ltd.
AWA Co., Ltd. operates the community-based beauty salon Henna Salon Somali and the hair care information site “Hair Care Talk
Company HP: media: Details about this release:


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