Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Everything I Need to Know I Learned from My Mother

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Everything I Need to Know I Learned from My Mother

Article excerpt

I use Era detergent to do my laundry, and I have ever since I first started doing my own laundry. It's the same laundry detergent that my mother uses. There is something comforting in folding a fresh load of laundry that smells just like it did when I was a child.

When I relocated to New York City a few years ago, I had to seek out stores that carry Era detergent. It seems Tide is the most popular brand here, but I refuse to change my loyalities, even knowing that Tide and Era are both Procter & Gamble brands.

In fact, just about every cleaning product I use is the same brand my mother uses. And many are the same brands I saw in my grandmother's home. It takes a significant product innovation for me to forego the wisdom of the women in my family and try something new. When Swiffer was introduced, it was clearly a better product and easier to use, and I ditched my broom in no time. …

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