世論 What Japan Thinks

MyVoice recently took their fifth look at shampoo usage. I’m sure I’d translated an earlier version of this survey, but Google says otherwise!

Demographics

Over the first five days of June 2009 14,982 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 1% in their teens, 15% in their twenties, 37% in their thirties, 29% in their forties, and 18% aged fifty or older.

My choice of shampoo and conditioner is Umi no Uruoi Sou, a blend of lots of different kinds of seaweed, apparently. I got into the habit of using it as for about two years a local drugstore sold the refills at 99 yen each, which was nice. When I’m not using that, I’m using mini shampoo bottles brought back as trophies from hotels I have stayed in.

Research results

Q1: How long is your hair? (Sample size=14,982)

	All	Male	Female
Above my ears	33.8%	70.7%	2.4%
Covering my ears	15.5%	24.7%	7.6%
About down to my jawline	10.7%	2.8%	17.5%
Touching my shoulders	12.7%	0.9%	22.7%
Down to my collarbone	14.5%	0.4%	26.6%
Down to my chest	10.2%	0.3%	18.7%
Longer than that	2.6%	0.2%	4.6%

Q2: Is your hair currently permed or coloured? (Sample size=14,982)

	All	Male	Female
Neither perm nor colour	56.1%	84.2%	32.2%
Colour only	27.4%	12.0%	40.6%
Perm only	5.8%	2.4%	8.7%
Both perm and colour	10.5%	1.2%	18.4%
No answer	0.2%	0.3%	0.2%

Q3: What shampoo do you usually use? (Sample size=14,982)

Tsubaki	7.7%
Lux	7.6%
Pantene	7.4%
Merit	6.9%
Essential	4.3%
Asience	3.9%
Shampoo sold at beauty salon	3.8%
Dove	3.7%
Head and Shoulders	3.2%
Mail order-only shampoo	2.8%
Vidal Sassoon	2.5%
Success	2.4%
Super Mild	2.4%
Umi no Uruoi Sou	2.4%
Shokubutsu Monogatari	2.2%
Ichikami	2.0%
Sunstar Tonic Shampoo	1.7%
Mods Hair	1.6%
Soft in One	1.5%
Sea Breeze	1.2%
Naive	1.2%
Segreta	0.7%
Suibun Hair Pack	0.7%
Ma Cherie	0.6%
Sala	0.5%
Herbal Essence	0.5%
Pro Tec Head	0.3%
Fino	0.2%
Salon Style	0.2%
Elseve	0.1%
Resche	0.1%
Other shampoo	16.4%
Don’t know the name	5.7%
Don’t use shampoo	1.4%
No answer	0.0%

Q4: Which of the following match the image of the shampoo you usually use? (Sample size=shampoo users, multiple answer)

Natural	30.9%
Reassuring	27.9%
Cleansing	26.2%
Reliable	25.1%
Friendly	20.8%
Invigorating	17.8%
Suits all tastes	13.1%
Family-oriented	10.7%
Orthodox	9.0%
Good sense	8.3%
Elegant, cool	7.8%
Calming	7.3%
Posh	5.2%
Bright, fun	4.7%
Mild	4.4%
Oriental	4.3%
Japanese	4.3%
Colourless, transparent	4.2%
Youth-oriented	4.0%
Individualistic	2.6%
Gorgeous	2.6%
Occidental	2.4%
Old folk-oriented	1.1%
Novel	0.8%
None of the above	9.4%
No answer	0.1%

Q5: Do you use a rinse, treatment, conditioner of the same brand as your shampoo? (Sample size=shampoo users)

Same brand	66.1%
Different brand	13.7%
Don’t use rinse	19.5%
No answer	0.7%

Q6: How do you use your rinse, treatment, conditioner? (Sample size=rinse, etc users)

Uniformly from roots to hair end	38.3%
From middle to hair end	30.0%
Hair end only	4.0%
Rub into scalp	7.3%
Not really aware of how I use it	19.2%
Other	0.6%
No answer	0.4%

Q7: Since the start of the year, which shampoo’s television advertising has been your favourite? (Sample size=14,982)

Tsubaki	22.2%
Asience	8.2%
Vidal Sassoon	4.7%
Lux	4.6%
Merit	3.0%
Essential	2.8%
Head and Shoulders	2.7%
Pantene	2.7%
Shokubutsu Monogatari	1.6%
Mods Hair	1.3%
Dove	1.0%
Success	1.0%
Naive	0.9%
Segreta	0.8%
Ma Cherie	0.7%
Ichikami	0.6%
Umi no Uruoi Sou	0.5%
Sala	0.4%
Super Mild	0.3%
Sea Breeze	0.3%
Herbal Essence	0.3%
Pro Tec Head	0.2%
Sunstar Tonic Shampoo	0.2%
Salon Style	0.2%
Suibun Hair Pack	0.1%
Soft in One	0.1%
Elseve	0.1%
Fino	0.1%
Resche	0.0%
None of the above	1.8%
Don’t have a favourite television advertisement	28.4%
Never seen a shampoo television advertisement	8.4%
No answer	0.0%