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AWA Co., Ltd. Survey report What is important when choosing a purple shampoo? The first place was “Erase yellowing”!

AWA Co., Ltd.
[Survey report] What is important when choosing a purple shampoo? The first place was “Erase yellowing”!

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 “What is important when choosing a purple shampoo?”
We will publish the results.
Survey outline
Survey target: Women in their teens and older
Survey date: October 2022
Survey body: AWA Co., Ltd.
Survey method: Voluntary responses via the Internet
Number of people surveyed: 100 (women)
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, “What is important when choosing a purple shampoo?”, the first place was “Erase yellowing”. [Imaged107159-84-6a45e64a43a47489c9de-0.png&s3=107159-84-88a105d4381aceb2f3b622aa13635e0f-1024x768.png

1st: Eliminates yellowing
・With bleached hair, when the color comes off, yellowing will inevitably occur, so choose a purple shampoo that will erase it and make it look whitish. (Female in her 30s)
・I think it has something to do with the quality of my hair, but it quickly fades and turns yellow. If it turns yellow, the hair color will look dirty all at once, so the most important thing is to be able to erase the yellow tint. (Female in her 30s)
・Because I have bleached many times, even if I color it, it will soon fall off and turn yellow. Therefore, I want to use purple shampoo to keep the color as beautiful as possible. (Female in her 20s) The first place was “can erase yellowing”.
There were many opinions that bleached hair causes yellowing, and that it turns yellow when the color fades.
2nd: Good color lasting
・I paid a lot of money to dye my hair at a beauty salon, so I wanted to make the color last as long as possible. Also, since I have dyed it in the color I want, I want to keep it clean until I decide on the next color (teenage female)
・Until now, I was worried that it would be difficult to dye and that it would come off very easily, so I was looking for a product that would keep the color long (female in her 40s).
・I want to keep the color lasting because it fades quickly. I try to buy products with good ratings online or at drugstores, referring to word-of-mouth. (Female in her 30s)
The second place was “good color retention”.
There were many opinions that they wanted to make the dyed color last longer, and that it was easy to fade.
3rd place: Able to care for damage
・I often bleach and color my hair every month, and my hair hurts, so I focus on purple shampoo that can care for damage. (Female in her 20s) ・Since I spend a lot of time coloring at the hair salon, I want to take care of my hair while keeping it beautiful, so I focus on damage care. (Female in her 30s)
・If you put away the color, it will damage your hair. I want to take care of my hair as much as possible, so I try to find a shampoo that can treat damage. (Female in her 20s)
The 3rd place was “Damage care can be done”.
There was an opinion that I want to take care of my hair because I color and bleach it a lot.
4th: Gentle cleansing ingredients
・Purple shampoo is very convenient because it can remove yellowing depending on the item, but it often causes a creak. Squeaks are absolutely NG for damaged hair, so I try to choose shampoos with gentle cleansing power to prevent squeaks. (Female in her 20s) ・Since I have a weak scalp, if the cleansing ingredients remove too much sebum, it will cause itchiness and dandruff, so choose mild, gentle products. Also, I hear that if the cleaning ingredients are harsh, the color will fade faster, and I actually feel that way. (Female in her 50s)
The 4th place was “gentle cleaning ingredient”.
There was an opinion that some products cause a squeaky feeling, and that it is because the scalp is weak.
5th: Good fragrance
・I’ve tried purple shampoo several times so far, but no matter how good the color lasts, if the smell doesn’t match, I feel sick. (Female in her 20s)
・I think that the goodness of the scent is a very important point when choosing. What’s the difference? (Female in her 40s)
The 5th place was “good fragrance”.
There was an opinion that a good scent is an important point when choosing a product, because if you don’t like the scent, you will feel sick.
6th: Has moisturizing power
・Purple shampoos tend to feel stiff when used, so I try to choose one that has a strong moisturizing effect. (Female in her 40s)
6th place was “has moisturizing power”.
There was an opinion that some purple shampoos are stiff depending on the product.
In a survey of 100 people, 39% of the respondents answered that they could “remove yellowing”.
Also, as a reason for answering, there were many opinions that bleached hair will turn yellow, and if the color fades, it will turn yellow.
If you have the opportunity to purchase purple 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:
Gray hair dye specialty beauty salon Somali:
Details about this release:

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