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Life in the Shoes of Today's Moms

By: Abby Penning
Posted: January 9, 2012

P&G soap brand Ivory has conducted a survey of more than 1,000 American moms that seeks insights into the mind of the modern American mother. Offering information on the level of stress today’s mothers feel, how moms feel about parenting advice books and columns, the need to “be an expert” on a range of topics affecting today’s children, and what kind of mom they seek to be, the survey revealed several facts of interest to beauty companies.

  • Thirty percent of those surveyed said they found the most complicated aspect of motherhood was finding more "me" time. Additionally, 66% confessed to hiding in the bathroom to seek out the needed alone time.
  • Forty-three percent of moms said having their kid known as the “smelly” kid is worse than having your kid known as the “potty mouth” (20%), the “whiner” (17%) or the “snob” (13%).
  • The surveyed mothers expressed a much stronger desire to been seen as “cool” (77%) than as “hot.”
  • Seventy percent admitted that they feel others think they have everything together when in fact they often don’t.

The Ivory brand, which recently underwent a packaging and advertising campaign redesign, is seeking to help further simplify life for these busy moms. “As part of Ivory's modern day makeover, we sought to tap into the everyday opinions and attitudes of today’s busy mom,” said Jay Sethi, Ivory brand manager. “What we found was today’s moms have an unyielding desire for honest, down-to-earth, simple yet social connections with other women and moms.”

The complete survey questions and results are being shared through Ivory’s The Soap Dish online community on Facebook, as well as on Twitter.