Ariel Power Gel Launches in the U.A.E

WHO KNOWS BEST?
ARIEL STUDY REVEALS THAT MODERN TECHNOLOGY SPARKS ROLE REVERSAL WHEN DAUGHTERS BECOME TEACHER TO MOTHER

Dubai, UAE, April 17, 2016

The saying goes that ‘mother knows best’, but research conducted by Ariel has revealed that mothers and daughters learn and draw on each other for advice across a variety of areas, thanks to a timeless tradition of knowledge and information sharing between mothers and daughters.

The poll sought to analyse the relationship between mothers and daughters and the level of information exchanged between both. The study revealed that mothers always have been, and always will be the person their daughter turns to for sage advice. An astonishing 69% of daughters in the UAE say they turn to their mum for advice always or most of the time, with queries ranging from minor events like a bad day (51%) to major events like the start of a new job (37%). 

However there is also a point when daughters become teachers to their mothers. The research saw a rise in mums asking their daughters for help too, with 64% saying that we now live in a generation where mums are more willing to ask their daughters for advice; over half (56%) say that their mum turns to them for advice always or most of the time.

DON’T WORRY, MUM WONT BE SNAPCHATTING ANY TIME SOON – THREE OUT OF FOUR DAUGHTERS SAY THEY KNOW BETTER THAN MUM ON SOCIAL MEDIA AND TECHNOLOGY.

The majority of daughters stated that their mothers knew best on a number of areas including:
-    Cleaning and caring for clothes (73%)
-    Preparing and cooking meals (75%)
-    Cleaning around the house (74%)
-    Managing and running a household (72%)

When it comes to household matters, there are some very specific laundry questions that daughters are most likely to ask their mothers about. These include how to use a new washing machine (39%) and new ways of doing laundry (34%). It’s the sharing of these new ways of doing laundry that can open up conversations about the benefits of using liquid detergents, with daughters being able to share these new ways with mum. On the other hand, and in a meeting of traditional versus the modern world, daughters feel they know better than mum about more current developments such as
-    Social media (83%)
-    Technology (81%)
-    How to use new products/innovation (74%)

Mothers will undoubtedly remain at the heart of the traditions, but new technologies and product forms may trigger reversed roles from time to time. Rana Fayek, Ariel spokesperson comments, “At P&G Fabric Care we’ve responded to this shift by developing an innovative product. The new Ariel Power Gel is a liquid detergent that combines a mix of traditional and modern, to deliver the best results. It doubles the cleaning power of your detergent, providing better stain removal than powder in one wash in its new liquid form - a great example of how embracing the best of old and new can achieve outstanding cleaning results.”

* Consumer data was collected via an online survey among 562 women in South Africa, UAE and Egypt, conducted by Ketchum Global Research & Analytics, together with Norstat.