Survey Airs Canadians' "Dirty" Secrets About Laundry Habits

    Guesswork in the laundry room ruins favourite clothing

    TORONTO, Sept. 15 /CNW/ - Sixty-five per cent of Canadians say they're
not quite Martha Stewart when it comes to the tips and tricks of laundry
chores, admitting they are not always certain about how much soap and water to
use and sometimes have difficulty removing stains. As a result, nearly a third
of Canadians (32 per cent) admit they have ruined favourite pieces of clothing
because of their guesswork in the laundry room. Bleaching, shrinking or
otherwise mistreating fine fabrics are among the most common ways wardrobes
across the country have been damaged.
    A recent national survey of 1,012 Canadian homeowners, conducted by Ipsos
Reid on behalf of GE Appliances, revealed that most Canadians rely on old,
ineffective ways of doing laundry and certainly are not the experts their
grandmothers once were. This includes using the same amount of detergent,
water and dryer time for every load - regardless of the specific amount or
type of clothes being cleaned. Even worse, don't let Dad do the laundry: only
14 per cent of men surveyed say they know exactly how much soap and water to
use for a load.
    What do Canadians hate most about laundry? The ugly world of stains! More
Canadians dislike stain removal than any other part of the chore (71 per
cent). Forty-one per cent of Canadians say they simply guess at methods of
stain removal, while approximately 21 per cent rely on tips passed down from
mothers or grandmothers, such as club soda or lemon juice.
    "Parents do an average of six loads of laundry a week, and yet most
Canadians don't know how to do their laundry and are guessing when it comes to
the amount of detergent and water to use, as well as how to treat specialty
fabrics properly," says Philippe Meyersohn, General Manager Brand, MABE
Canada, the manufacturer and distributor of GE Appliances in Canada. "People
are busy, and they want to complete household tasks as easily and efficiently
as possible."
    As Canadians' approach to laundry changes, so do their feelings about the
role of the laundry room in the home. No longer just a dingy space hidden in
the back of the basement, the laundry room is turning luxe! Nearly half (48
per cent) of Canadians fantasize about a luxe laundry room - a high-tech, well
organized and stylishly-decorated laundry room featured prominently in their
home décor. Twenty-two per cent of women even admit to being envious of a
friend or neighbour's luxe laundry room.
    Thirty-seven per cent admit to needing a new washer and dryer. In fact,
45 per cent of Canadian women say they'd rather spend $10,000 to upgrade their
home appliances, including laundry room and laundry machines, than spend the
money on other house improvements. Is it worth it? You bet: 52 per cent of
women said they'd actually enjoy doing laundry if they could update the
laundry space to be high-tech and high-design with new appliances. Only eight
per cent of women say doing the laundry is their favourite household chore,
compared to outdoor maintenance and gardening (38 per cent), grocery shopping
(33 per cent), and making the bed (11 per cent). Canadians would rather do
laundry than doing the dishes (six per cent) or vacuuming (three per cent).
    "As laundry has evolved over the years, it has become more and more
confusing for people. Who knows what all of those laundry symbols on your
clothing tags mean? They often complicate matters even further, in addition to
the different detergent instructions and various laundry cycle options," says
Meyersohn. "GE Appliances has introduced 'smart' laundry to change the
perception of the chore from tedious, time-consuming and sometimes disastrous,
to being easy and convenient. The result? Consumers can have complete
confidence in how they do laundry to properly care for their clothes, because
they aren't guessing."
    What dirty laundry secrets are Canadians hiding behind the laundry room
doors? The most confessed secret is letting the laundry pile up until there is
no clean underwear left (30 per cent), followed by putting everything in the
dryer, even if the labels says not to (27 per cent). Nearly a quarter (24 per
cent) of Canadians admit they let their clothes sit in the washer or dryer for
days before tending to them, and yes, there are some adult Canadian homeowners
who confess that Mom still does the laundry for them (four per cent).
    In response to the clear demand for intelligent laundry solutions, GE
Appliances is introducing the GE Profile(TM) SmartDispense(TM) Frontload
Laundry Pair. The SmartDispense(TM) technology, the first of its kind in the
laundry category, selects the required amount of water and detergent based on
each load's size, soil level, fabric type and water hardness. This smart
innovation from GE Appliances revolutionizes one of the most time-consuming
and disliked chores of all time by taking the guesswork out of laundry. Fill
the reservoir up once every six months with liquid detergent and fabric
softener, and let SmartDispense(TM) make the right decision for the next 240
loads of laundry. This proper care helps to prolong the life of clothes in
addition to saving time and effort.
    GE Profile(TM)'s elegantly-designed washer and dryer are positioned on
exclusive SmartDispense(TM) pedestals which hide the system and offer extra
storage for the laundry room. The ease and accuracy of the automated dispenser
saves time, energy and money while delivering superior clothes care.
    The GE Profile(TM) SmartDispense(TM) Frontload Laundry Pair has a
suggested retail price of $3,698 for Champagne and Vermillion Red, and $3,598
for White.
    Both are available in September at appliance retailers across the
    The survey was conducted by Ipsos Reid between August 27 and 31, 2008.
The online survey was conducted among a national sample of 1,012 Canadian
homeowners. The margin of error for a sample of this size is +/- 3.1
percentage points, 19 times out of 20.

    About MABE Canada

    MABE Canada is a division of MABE, a Mexican company with estimated
annual billings of USD $3.6 billion, and a worldwide leader in the home
appliance industry. MABE Canada is the manufacturer, distributor and marketer
of GE Appliance brands throughout Canada, which include GE, GE Profile, GE
Café, and GE Monogram. MABE Canada also owns the Moffat brand which is
marketed across Canada through independent and national retailers.

For further information:

For further information: Ashley Audrain/Laura Garcia, NATIONAL Public
Relations,, (416) 586-0180

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