Bath time rituals are so much more for arab mothers

• JOHNSON'S® SO MUCH MORE™ campaign examines bath time rituals of Arab mothers in the UAE
• 34 percent of Arab moms in the UAE understand that baby massage is extremely important to their child's brain development, compared to 23 percent of mom's in the world
• Bath time rituals for Arab moms in the UAE are influenced by doctors and other family members 
• Arab moms in the UAE spend almost 13 hours a month bathing their children, with the global bath time average at 10 hours a month
• 75 percent of Arab moms in the UAE never or rarely use technology during bath time, compared to 64 percent globally
• By age three, 85 percent of a baby's brain is developed. Every touch, every smell and every moment leading up to this time helps to shape your baby's brain. While genes play a role, experiences have a significant impact on brain development as well.  

UAE, 14 May 2015: To many mother's, including Arab moms in the UAE, bath time is just a time to clean their babies. However, JOHNSON'S® understands that bath time is a time for bonding, learning and sensory stimulation, which for Arab moms in the UAE means engaging your baby's senses through sight, touch, sound and smell. JOHNSON'S® recently took a look at the bath time rituals of Arab mothers in the UAE, discovering that while they are ahead of their global counterparts, many still underestimate the power and benefits of bath time rituals.

From extensive research and clinical data, JOHNSON'S® understands that including touch and massage into a bath time ritual is essential for all mothers. In fact, touch has been found to help support a baby's growth and development , including improved cognitive performance and increased alertness and attentiveness . 

For Arab mothers in the UAE, 34 percent  understand that baby massage is extremely important to their child's brain development, compared to only 25 percent  of mothers globally. Massage is seen as an important part of the bath time ritual  for Arab moms in the UAE, where they perform a gentle massage using baby oil to moisturize their baby's delicate skin post cleansing .

With a baby's skin barrier proven to be up to 30 percent thinner than adult's skin, it loses moisture more easily, and as a result their skin can be prone to dryness and irritation. Hence, it is important for Arab moms in the UAE to understand that their baby needs special care to support healthy skin development. Moisturizing with Johnson's Baby Oil, post bathing, locks in double the moisture versus baby lotion .

Georgios Stamatas, J&J Research Associate Director and Fellow, Global Baby Platforms Research & Development stated, “JOHNSON'S® has been a leader for more than a century in understanding the skin care needs of babies. We have conducted extensive research that is backed by scientific clinical claims, and because of this overwhelming data we have designed our SO MUCH MORETM campaign with the needs of mothers and babies at its core. No matter what the cultural differences in bath time rituals may be, we hope we can enhance bath time rituals for mothers and educate them on the importance of bath time as an opportunity to nurture a baby's ability to learn, think, love and grow.”

When it comes to raising their babies, Arab moms are influenced by various individuals who play a strong part in establishing a bath time ritual. JOHNSON'S® research found that for Arab moms in the UAE, doctors and other family members have a strong influence on bath time rituals for their babies. For Arab mothers, 9 in 10 mothers see bath time as a good sensorial stimulation, and pay special attention to their child's skin needs after their bath .

No matter who influences a baby's bath time ritual, JOHNSON'S® maintains that establishing a bath time ritual is so much more than cleansing, in fact it is an essential ritual that allows parents to unlock the full power of a baby's senses that positively contribute to the healthy development of a child's brain. According to research from the JOHNSON'S® Global Bath Time Report released earlier this year, infants who experienced routine touch and massage were 50 percent more likely to make eye contact  – one of the earliest forms of communication between babies and caregivers – and are three times more likely to have an overall positive expression (compared to those who did not). 

Commenting on the bath time rituals of Arab mothers, Dr. Anwar Al Hammadi, Consultant & Head of Dermatology Department, Rashid Hospital Dubai said: “A bath time ritual is paramount for keeping a baby's skin healthy and can contribute to soothing skin rashes, which babies are prone to. The ideal bath time ritual involves moderate water temperature, bath oil for hydration and gently patting the baby dry, as opposed to rubbing and irritating the skin. Mothers should moisturize their baby directly after the bath to lock in moisture and help fortify the ‘skin barrier', which is the best protection for baby's skin. The psychological attachment between a mother and her child deepens through physical contact, so I strongly recommend that the mother herself bathes and moisturizes the baby, instead of delegating to a secondary caregiver.”

With Arab moms in the UAE spending almost 13 hours  a month bathing their children, compared to a global average of 10 hours, they recognize bath time as a great way to help with their baby's brain development. Likewise, Arab moms in the UAE also see bath time specifically as a special time to bond and connect with their child, with 75 percent of moms  saying they never or rarely use technology during bath time. This is compared to 64 percent of moms globally who disconnect from checking their phones, laptops, etc. during bath time.