A survey has revealed men really do prefer blondes - at least as lovers and mistresses - while women least fancy ginger men.
Until they were asked to 'pick' a wife, more of the men polled by Garnier opted for a woman with blonde hair.
Second favourites for having an affair with were redheads.
Men's preferences change, however, with talk of marriage, with brunette emerging as the favourite hair colour for a bride.
The poll also questioned women on what colour hair they most liked in a man, finding dark-haired men are the most popular and gingers the least. Just 2% of women said they liked ginger hair best.
Instead, 37% of women said they preferred brunette men, followed by light brown, 29%, then blonde, 16%. Black hair was not included in the list.
The "blonde bombshell" myth seemed to be confirmed among the men who were questioned. Around 26% of men thought blonde women made the best lovers, 22% thought ginger, 20% light brown hair, and 10% brunette. Black hair was not given as a choice in any of the questions.
For mistresses, 37% of men said their ideal would be blonde, followed by 22% redhead, 13% brunette, and 6% light brown hair. But asked who they would like to walk down the aisle, 30% of men said brunette, 27% light-brown, 15% blonde, and 7% ginger.
Blondes were seen as less likely to have a successful career or earn a fortune. Almost a third of men - 31% - thought brunettes would also earn most, with 26% saying blondes, 11% brown haired women, and 9% redheads.
A psychologist at Portsmouth University, said: "What's interesting about this study is that men are now showing an overall preference for brunettes, suggesting that this colour provides a safe haven for men looking for longer-term relationships or making the ultimate life commitment - marriage."
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They must have surveyed mostly Armenian men.
