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New Online Community from Ivory Offers Chance for Moms to Connect

Posted: November 8, 2011

Ivory, one of Procter & Gamble's most iconic consumer brands, announced Melissa McCarthy will serve as the brand spokesperson and host of its new online social community, the "Soap Dish," where she will engage with women and dish about life's simple truths. This launch and partnership announcement are part of the recent holistic reinvention of the brand.

The Soap Dish was created based upon insights from a “mom” survey the brand recently conducted in an effort to better understand today's women and moms. The national survey of 1,017 moms sought to uncover attitudes and insights surrounding the realities of her everyday life and role as wife, mother, daughter and more. The results revealed quite a bit about today's mom, including, for instance, 80% of moms surveyed feel motherhood is more complicated today than it was for their own mothers 20 years ago. However, more than half (54%) say they're balancing life as a mother better than their own mom did. Sixty-six percent confessed to hiding in the bathroom for much needed "me" time. The complete survey questions and results will be shared throughout the Soap Dish community, as Ivory encourages women to continue to share their everyday issues with others.