Survey finds young women perceive healthy hair more important than sex

Dr Klenk in the research laboratory A healthy head of hair is more important to young, upmarket South African women than an active sex life, attractive body or owning a car. This is according to a new survey of 1 001 women aged between 18 and 39, who are based in Gauteng, the Western Cape and KwaZulu-Natal.

Topping a list of what respondents found most essential is family, followed by health and well-being, a good job, money, and a stable romantic relationship. Healthy hair is next on the list and on par with a cell phoneand the internet. These are followed by exercise, an attractive body, and a car. The least important on the list is an active sex life.

The survey was conducted by Insight Survey – an independent market research company- on behalf of Plantur 21 caffeine shampoo. This product promises to protect against hair loss* (*not resulting from a medical condition) in young women.Plantur-21-nutri-caffeine-shampoo

Survey results also revealed that 60 per cent of respondents colour, dye or straighten their hair; 43 per cent said they were either losing hair or it was thinning.

Meeting new market demands

When asked what they thought caused hair loss, most respondents selected (in descending order) emotional stress, bleaching, over-treatment, illness and genetic or hormonal reasons, braiding, work stress, and an unhealthy diet.

Dr Adolf Klenk, head of Dr Wolff Research, which discovered caffeine’s positive effects on protecting against hair loss*, said the results confirmed that losing hair affects young women too. He says that Plantur 21 was developed in response to the demand from younger women for a similar product to Plantur 39, which addresses hair loss* in women over 40.


‘Stress, crash diets and an imbalanced diet may all contribute to losing hair. Research shows our caffeine complex helps protect against hair loss* and supports vibrancy. This is why we developed a range of caffeine-based hair products,’ says Dr Klenk. 

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