A new study reveals the role of glamorous women in the home.
Remember the Fairy jingle ‘For hands that do dishes are as soft as your face’, well now women can have hands that don’t do dishes too, as modern-day, time-saving machines and products leave many women with time on their hands to enjoy more glamorous pursuits. We’ve heard it all before, that women cannot achieve a work-life balance and that many are cash rich and time poor. However, a new study to mark the launch of a new cleaning product from Fairy - Fairy Active Bursts for dishwashers - puts pay to the myth that ladies are still tied to the kitchen sink.
Like Kylie who has revealed her passion for ironing and Jodie Kidd who can’t live without her dishwasher, women will happily tackle the housework, as long as they don’t have to get their hands dirty! But who are these women? Almost three quarters (74%) of the women polled class themselves as a GLAMMIE (glamorous women, wives and mothers). And what these women really, really want (and are working hard to achieve) is a dream kitchen packed with must-have gadgets and to-die-for décor.
No longer do ladies feel the need to retreat to the bathroom or bedroom for peace and pampering, their kitchen is a haven. Over half (51%) of 30-something GLAMMIES consider their kitchen to be a place of relaxation, spending 8.3 hours each week on recreation and entertainment. However, they are also happy to roll up their sleeves and spend 9 hours per week ensuring the kitchen is spick and span.
53% of women admit to spicing up their love life in the kitchen and over a quarter (26%) regularly use the kitchen surfaces for manicures and pedicures.
Can you put a price on the perfect retreat for friends and family? It is not unusual for women to spend almost half of the average annual salary on a new kitchen – and when you consider the cash spent on time-saving kitchen devices and products and stylish accessories, an average 30-something GLAMMIE would be happy to shell out £10,000. And if the kitchen isn’t looking fabulous enough already, women are also happy to invest £41.70 each week employing a cleaner.
With the plethora of stylish and functional kitchen gizmos available, women really can have it all in the kitchen, and the research shows that GLAMMIES are making the most of this by indulging in some rather risqué pursuits and pastimes:
Whatever their age, a GLAMMIE will make the most of the resources available to them. The study reveals some innovative ways with the dishwasher (why not, a woman invented it!) and interesting uses for the kitchen sink:
In conclusion, women are achieving a ‘chore-life’ balance in the kitchen. They are not shirking the housework - in fact they want their kitchens to be as clean and sparkling as their grandmother’s and mother’s – but they can have hands that don’t do dishes with new Fairy Active Bursts dishwashers.
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