01.Introduction
See our latest shampoo trial 2010.
User 'blind test' of 41 shampoos from $1.50 to $60
We trialled popular shampoos in unmarked bottles for:
- Overall performance
- Clean-feel performance
- Fragrance
CHOICE tests are different. We buy the products we test — no freebies from manufacturers. Companies can't buy ads on our site and our work is funded by people like you.
Please note: this information was current as of June 2006 but is still a useful guide today.
In brief:
- The three brands most preferred by our trialists were supermarket ‘cheapies’, which stacked up better than some of the pricier, more prestigious salon brands.
- Two brands tied for 3rd place - one costs $11 per 100mls, the other 0.84c.
- Over 500 CHOICE Home Testers (80% women and 20% men) each tried out four different shampoos marketed as being suitable for ‘normal’ hair or everyday use.
- In total, our trialists blind-tested 41 shampoos.
- Find out how your shampoo rates.
Brands trialled
- ALBERTO V05
- ALCHEMY
- AVEDA
- CHARLES WORTHINGTON
- CHEM-CARE
- CLAIROL,
- CRABTREE & EVELYN
- DAVID JONES
- DECORÉ
- DIVA
- DOVE
- EGO
- FRUITRIENCE
- FUDGE
- GARNIER
- JOICO
- JURLIQUE
- KÉRASTASE
- LABORATOIRES KLORANE
- MOLTON BROWN
- MOP
- NATIO
- NATURES ESSENCE
- NO FRILLS
- PALMOLIVE
- PANTENE
- PAUL MITCHELL
- PEARS
- REDKEN
- SCHWARZKOPF
- SEBAMED
- SIMPLE
- SO SALON ONLY
- THE BODY SHOP
- THURSDAY PLANTATION
- TRESEMMÉ
- WAKK
- WELLA BALSAM
- YOU'LL LOVE COLES
What else you'll get in this report
As well as the trialists' ratings of 41 shampoos you'll also get:
- Facts and myths about shampoo.
- An explanation of shampoo ingredients.
14 Jul 2010
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Our 41 volunteer testers tried 11 supermarket brands, costing between $5 and $16 per bottle.
26 Sep 2007
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We arranged for 280 home testers to trial six unidentified moisturisers, which they used for three days consecutively.
23 Jun 2008
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For thousands of years humans have tried to disguise, cover or eliminate personal smells through the use of perfumes, scented oils and crystals.
2 May 2007
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113 women trialled the 100% grey coverage, permanent hair dyes for us.