> if men preferred redheaded women or, based on prevailing stereotypes, anticipated greater likelihood of success in their attempts to have sex with women with red hair, they would do so relatively more frequently. it would automatically lead to a higher sexual activity and a higher number of sexual partners of redheaded women even if their sexual desire was average or even lower than average > the existence of male preference for redheaded women and an evolutionary explanation for it have been suggested already by frost (2006). according to his hypothesis, during the last ice ages in northern europe, a shortage of males  caused by a higher male mortality rate in such a harsh environment  forced women to compete for mates. under a higher pressure of sexual selection, the newly emerged light eye and hair colors ensured their female bearers higher levels of attention from potential mates and thus an advantage on the mating market. as a result, this rare-color advantage led to diversification of hair and eye coloring, including red hair phenotype. frost et al. (2017) also assumed that the current frequency of hair colors in the population, where the prevalence of red hair is low, had stabilized and there is now an equilibrium between the rare-color advantage and the impaired health of people with red hair (flegr and skorov, 2019). male preference for red, the rarest hair color, was not supported in several studies (lawson, 1971; clayson and maughan, 1976; feinman and gill, 1978; clayson and maughan, 1986; clayson and klassen, 1989; swami and barrett, 2011; guguen, 2012). it was, however, partly supported by wortham et al. (2018) who showed that red hair was preferred over other hair colors more frequently than expected based on the prevalence of redheads in the studied population (men preferred red hair 6% of the time, while only 3% of the female population were redheads)
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