Nine out of 10 American women agreed that taking time to enjoy their morning shower transformed their day, according to Cincinnati-based Proctor & Gamble (P&G). About 69 percent said a shower relaxed them, 56 percent said it prepared them for the day and 52 percent said it made them happy. Half of the women surveyed said it made them feel attractive.
P&G suggested that the scent of a woman’s shampoo could be the key. Overall, 85 percent of U.S. women frequently buy shower products solely for their scent, and women overwhelmingly prefer a fruity scent (61 percent) to a floral one (39 percent).
About 68 percent of U.S. women want to use products that make them smell and feel great, according to the survey, which was conducted by Wakefield Research. It polled 1,000 women ages 18-35 using an email invitation and an online survey. The sample group included women in the United States, Canada, Mexico and the United Kingdom, and the survey had a margin of error of 3.1 percent.
“Not only do the majority of women around the globe unanimously see the shower as an escape, but they overwhelmingly report scent as being one of the key components to a more enjoyable shower experience,” said April Anslinger, associate marketing director for Herbal Essences.
“Herbal Essences believes that what starts in the shower is powerful,” Anslinger added. “Through this survey, we wanted to statistically prove the power of the in-shower experience to set you up for great things later in your day by looking at a number of varying factors, including daily shower habits, multi-sensorial components and lifestyle dynamics.”
For example, U.S. women ages 18-35 who buy products for their scent are more likely to have gotten intimate in the past month (76 percent) than those who did not (68 percent), according to the survey.
“At Herbal Essences, we know that fragrance has the ability to shift her hair care from a necessary routine into a pleasurable experience, and we have always provided girls with fragrant hair care options to immerse the senses and transport her to paradise right in the shower,” said Stacy Hertenstein, a P&G perfumer. “Knowing that her hair not only looks great but smells great too gives her the confidence she needs to be whoever she wants to be that day.”
American women spend an average of 19 minutes in the shower each morning, according to P&G. About 59 percent admitted to running late at least once a week because they spent too much time in the shower.
The No. 1 reason they are likely to spend more time in the shower than usual? About 54 percent said it was because they were stressed out. That topped reasons such as getting ready for a girls’ night out, being on vacation, preparing for an interview or washing up before intimacy.