Survey compiled by Milward Brown 2016

Leading the conversation on clean The Baby Soft® Clean Report 2016The Baby Soft®The Baby Soft®The Baby Soft Clean Report 2016

CONTENTS

Introduction

What did we do?

Who did we speak to?

What is important to South Africans when cleaning?

What are South Africans’ toilet habits?

What are consumers saying?

Cultures of clean

SA’s No.1 Clean

The Baby Soft® Clean Routine

Introducing the Baby Soft® Range

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INTRODUCTION

Baby Soft® knows and cares about the business of being clean and is

on a mission to elevate the standard of clean for everyone.

How we clean ourselves and what we use is fundamental to a happy and

healthy life, which is why Baby Soft® is focused on not only providing

you with the best products that help do this, but we’ve developed the

Baby Soft® Clean Routine – because we want to help everyone to feel

that much more clean and confident.

WHAT DID WE DO?We commissioned a survey that investigates South African attitudes

to cleaning and provides insights into the behaviours around caring

for our most intimate areas. The Baby Soft® Clean Report is meant

to start up a conversation that is meaningful to all of us.

After all, talking clean isn’t dirty.

of adults say that the cleaning of their intimate areas is

too personal to discuss, so that’s why we at Baby Soft®

think it’s time to start the conversation. This is the first

ever report from Baby Soft® to uncover intimate cleaning

and toilet habits.

70%

WHO DID WE SPEAK TO?A total number of 1934 South African residents were polled, aged

between 20 and 49+ with 66% being female, 34% being male. 70%

were Black, 18% White, 9% Coloured and 3% Indian.

Black 70%

10 20 30 40 50 60 70

White 18%

Coloured 9%

Indian 3%

Female 66%

Male 34%

WHAT IS IMPORTANT TO SOUTH AFRICANS WHEN CLEANING?

It’s more important to have clean teeth fi rst, followed by genitals, face, bottom and then hands. This drives what products are important to have in the bathroom.RANKING OF IMPORTANCE

ITS IMPORTANT TO HAVE CLEAN TEETH FIRST FOLLOWED BY GENITALS, FACE, BOTTOM AND HANDS. THIS DRIVES WHAT PRODUCTS ARE IMPORTANT TO HAVE IN THE BATHROOM…

Q8. From the following l ist of products which are typically found in the bathroom, please rank in terms of importance. ? Base, Total n=1934, Mean scoresQ9. Please rank, in order of importance, the need for you to have clean: ? Base, Total n=1934, Mean scores

Q23 For each of the following body parts, please rate how concerning it is for you when they are unclean

6.615.53

4.84 4.75 4.34 3.98 3.96

1.99

01234567

Ranked importance of bathroom products7.22 7.18 6.86 6.54

4.51 4.183.1 2.9 2.51

012345678

Important to be clean

67

93 91 86 82 81 78 77 74 7058

91 94 88 86 87 8274 77 70

61

9587 84

106

75 74 8072 72

55

0

20

40

60

80

100

120

Face Bottom Teeth Armpits Genitals Hands Ears Nails Hair Feet

Top 2 box-Total Top 2 box-LSM A Top 2 box-LSM B

CONCERN OF NOT BEING CLEAN

LSM B MORE WORRIED ABOUT CLEAN UNDER ARMS

Significant difference at a 95% confidence level vs. LSM A vs B

Ranked importance of bathroom products

WHAT ARE SOUTH AFRICANS’ TOILET HABITS?

51% of people use 3-6 sheets at a time, and just over a half will fold/reuse sheets, emphasising the need for education on

this topic.

85% of people close the

bathroom door when using the toilet at home,

with a few exceptions.

People fi nd the topic of going to the loo and

cleaning the intimate area taboo, even more so than

talking about sex.

Only 1/3 of people believe that regular toilet paper gets

you more than 80% clean. This shows that people

understand that dry alone is not an optimal cleaning

solution.

Parents stop using wipes for kids once they are toilet trained because wet wipes

are “just for babies and kids” and they should use toilet paper when going to

the loo.

Kids, however are comfortable to talk about

it and adults feel more comfortable when kids talk

about it.

69% of people claim to carry tissue/toilet paper

in their bag for out-of-home use.

WHAT ARE CONSUMERS SAYING?

What is our method of cleaning?Almost 9/10 people think they know how to clean themselves, however

the reality is that only 4/10 actually do it correctly.

So how confident are we about the cleanliness of our intimate area/bottom?

Only about half of the sample population are very confi dent that they are cleanin their intimate area/bottom.

Do we feel that our intimate area/bottom is as clean at the end of the day as it is in the beginning?

Only about half of the sample population felt that they were not as clean, the other half was not sure.

How do we feel when our intimate area/bottom is clean?We feel confi dent and fresh.

How do we feel when our intimate area/bottom is not clean?We feel dirty and lack confi dence.

This shows that consumers want and need a better clean.

CULTURES OF CLEAN

The desire to be clean reaches across countries and cultures but how we clean can be very different.

In the UK, 85% of people use dry toilet tissue to wipe their bottoms which is why 63% of Brits consider dry toilet tissue to be the most important item in the bathroom. It is also important that if there isn’t any dry toilet tissue in a public toilet, 58% will look for another toilet.

In other countries, however, you may find bathrooms with no dry toilet tissue at all. In Saudi Arabia and many other nations, water from a hose or a built-in spray often does the cleaning job.

In some European countries, such as Italy, the cleaning process can involve dry toilet tissue, moist toilet tissue, flowing water, soap and a towel.

Countries that use water and washing generally have a higher feeling of cleanliness that lasts longer. Research and experience tells us that using water to clean is far more effective than an isolated dry wipe. Maybe we can learn from these findings and relook our own cleaning habits.

But, whether we use just dry toilet tissue, moist toilet tissue, have a bidet or use a toilet hose, the uplifting feeling of being clean is what we all want.

Toilet paper

Pre-moistened wet wipe

Tissue that you moisten

Wash in bath or shower

Soap

Cloth/Towel

Hand

Bidet

Bucket

Hose

What people use:

68%

32%

18%

15%

13%

12%

7%

6%

5%

3%

introduces

SA’s No. 1 CLEAN

Baby Soft® knows and cares about the business of being clean and is on a mission to elevate the standard of clean for everyone.

How we clean ourselves and what we use is fundamental to a happy and healthy life, which is why Baby Soft® is focused on not only providing you with the best products that help do this, but we’ve developed the Baby Soft® Clean Routine – because we want to help everyone to feel much more clean and confi dent.

Baby Soft® Dry toilet tissue is designed with micro-pillow technology – an embossing pattern that is designed for the type of clean your family deserves.

Most of the Baby Soft® range has this feature so you’re free to choose your favourite. Just look at the bottom right-hand corner of every pack to see whether it has micro-pillow technology on it.

Baby Soft® Moist Toilet Tissue is lightly moistened with a cotton fresh fragrance, that when used alongside your regular Baby Soft® Dry, helps you feel extra clean and fresh.

SA’s No.1 Clean*

*When using the Baby Soft® Clean Routine

Not only is our Baby Soft® Moist Toilet Tissue:

Skin pH Neutral

Dermatologically tested

Biodegradable

Alcohol free

But the best part is that they are FLUSHABLE!

At Baby Soft®, it’s important to us that our products are safe for the environment and your toilet, so our products are tested to industry standard to confi rm that they won’t block sewerage systems as they breakdown after fl ushing. We do however recommend that with macerator toilet fi ttings or septic toilets you contact the manufacturer for guidance fi rst before use.

+ = Extra Clean

Dry Moist

FLUSHABLE

Step 5 Always wash your hands with soap and dry thoroughly; it’s the single best way to stop the spread of disease..

THE BABY SOFT CLEAN ROUTINEWe want South Africans to experience a new standard in hygiene and recommend the following Clean Routine:

Step 1 Use a good quality soft toilet paper, and use 3-4 sheets per wipe until the paper is clean to avoid chafi ng your delicate, intimate skin.

Step 2 Wipe from front to back with good quality toilet paper. Use 3-4 sheets per wipe until the paper is clean, and never re-fold toilet paper to avoid coming into contact with harmful bacteria.

Step 3 Use 1-2 sheets of Baby Soft® Moist Toilet Tissue to help you get – and feel – even cleaner.

Step 4 Finish by patting dry with toilet paper to protect your intimate area and achieve the right moisture levels.

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INTRODUCINGTHE BABY SOFT® RANGE

The thickest 2-ply in SA, enriched with either a touch of aloe or shea butter fragrance for the

ultimate indulgence.

BABY SOFT TOUCH OF LUXURY®

Has special micro-pillow technology that gives Baby Soft the perfect

balance of softness and strength to leave you and your family feeling clean,

fresh and confident.

BABY SOFT CORE RANGE

FLUSHABLE

BABY SOFT MOIST TOILET TISSUE

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BABY SOFT FRESH WHITE MINI

If you’re looking for a more affordable and convenient pack, Mini’s are for you. Same great Baby Soft in a 200 sheet count roll.

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An innovative, moist and flushable toilet tissue wipe that’s both convenient and safe for the whole family. Lightly moistened, Baby Soft Moist Toilet Tissue offers a new standard of clean that is also soothing on your skin.

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