Scrubbing Bubbles® Dirty Work Index Reveals the Real Dirt Behind Cleaning

RACINE, Wis., Oct. 26 /PRNewswire/ -- It's dirty work, but someone has to do it: today, Scrubbing Bubbles® released the first-ever Dirty Work Index, a comprehensive study that scrubs the data on women's attitudes related to how, when and why they clean their homes.  Most importantly it also tells us what they believe a clean house says about them.  The Index was compiled via a nationally-representative telephone survey of 1,500 women ages 18-64, conducted in August 2010(1).

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The Scrubbing Bubbles® Dirty Work Index illustrates how women's attitudes toward cleaning changes throughout life stages.  Most women move from compulsory cleaning chores such as making the bed and taking out the trash while growing up, to self-motivated cleaning tasks such as vacuuming or scrubbing the shower as they become young adults proud of their own living spaces.  Eventually, many become wives and mothers who want their homes to reflect their values and positive lifestyles.

"Women have strong emotions about cleaning, and I know first-hand that those feelings and cleaning habits change throughout life stages," said Kelly Semrau, Vice President, Global Public Affairs and Communication at SC Johnson. "Scrubbing Bubbles® understands the struggles that real women face and aims to bring women together to spill the dirt behind cleaning through this campaign."

The real voices of dirty work

To provide a voice and forum to this conversation, Scrubbing Bubbles® created the Dirty Work Panel(2). The Panel is composed of four prominent cleaning gurus, lifestyle experts and moms: Donna Erickson, host of the PBS show, "Donna's Day"; Colleen Padilla, founder of ClassyMommy.com; and Michele Adams and Gia Russo, also known as "The MiGi Girls," hosts of Momologie.com.

The panel will unlock the secrets behind cleaning and provide techniques for getting it all done quickly and easily at the Scrubbing Bubbles® Twitter and Facebook pages.

You are what you...clean?

The Scrubbing Bubbles® Dirty Work Index shows that more than anything, 85 percent of all women clean "for themselves."  It's especially noteworthy that a vast majority (79 percent) also say that the cleanliness of their home says a lot about them as a person.  The Dirty Work Index shows that women really pay attention to how others keep house.

• 61 percent claim their cleaning standards are higher than others
• 58 percent say they perceive their peers based on how each person keeps their home
• 70 percent of women 18-24 surveyed wish others took as much care in cleaning their homes as they do (compared to 53 percent of women of all ages).

Aside from personal satisfaction, a wide majority (82 percent) of women say they're driven to clean when they are anticipating guests – especially if it's the in-laws (53 percent).  Almost two out of three women worry about what others will think about the cleanliness of their homes and when they are guests in someone else's home, they worry, as well.  More than half say they avoid going into someone else's bathroom.

Share and share alike

And though 94 percent of all women say they still use many of the cleaning techniques they've previously learned, they still look to others for advice.  Overall, 72 percent of women look to family members, 53 percent look to friends, 41 percent seek help online and 29 percent ask colleagues for advice.  Many women give cleaning advice too, with 35 percent saying that friends and family often come to them for their opinions on cleaning products and techniques.

Throughout the coming year Scrubbing Bubbles® and the Dirty Work Panel will reveal additional survey results about women's attitudes toward cleaning and how those attitudes change over time.  The Dirty Work Panel will also offer time-saving suggestions to make entertaining guests this fall and holiday season stress-free and fun. Interact with the panel, become part of the story, and share your questions on Twitter at @Scrubbingbubble and on the Scrubbing Bubbles® Facebook page.

About Scrubbing Bubbles®

Scrubbing Bubbles® sprays, tools, wipes and cleaners help get rid of the toughest soap scum, hard-water stains, dirt, mold, mildew and grime.  And, there's a solution for every bathroom surface from faucets and fixtures to tile and tubs.  Scrubbing Bubbles® does the work, so you don't have to.

Now, many trusted Scrubbing Bubbles® products are available in a new odor eliminating formula, such as: Toilet Cleaning Gel, Fresh Brush® 2-in-1 Toilet Cleaner, Extend-A-Clean™ Power Sprayer, Daily Shower Cleaner Power Sprayer, Fantastik® Oxy Power® Multi-Purpose Cleaner, Mega Shower Foamer, Antibacterial Bathroom Wipes, Automatic Shower Cleaner, Foaming Bathroom Cleaners, Action Scrubber™ and Soap Scum Remover.

Scrubbing Bubbles® products are available in grocery, drug, mass-merchandise and do-it-yourself retailers.

SC Johnson is a family-owned and managed business dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world's leading manufacturers of household cleaning products and products for home storage, air care, and insect control. It markets such well-known brands as GLADE®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, BAYGON®, BRISE®, ECHO®, KABIKILLER®, KLEAR®, and MR. MUSCLE®. The 124-year old company, with more than $8 billion in sales, employs approximately 12,000 people globally and sells products in virtually every country around the world. www.scjohnson.com

(1) The Scrubbing Bubbles® Dirty Work Index Comprehensive Report was a telephone survey conducted by StrategyOne between August 5-11, 2010. The sample consisted of 1500 women ages 18-64. The national results of this study have a margin of error of plus or minus 2.5 at the 95 percent level of confidence.

(2) Paid spokespeople for Scrubbing Bubbles

SOURCE Scrubbing Bubbles

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