“With this insight, brands and retailers have another benefit for shoppers: that actively cleaning, organizing and decorating can make them feel more grounded, in control, energized and happy,” she says. A study like this shows that maybe we should be thinking more broadly about how to expand the self-care category into realms like home care, household cleaning and home décor,” she says.įor these brand categories and their retailers, the promoted benefits for buying and using these products have been a clean, organized or stylish home. “At the moment, we think of self-care as related to personal care categories. This surprising insight signals that a home cleaning routine could be beneficial to a person’s well-being like a self-care routine, says Tamara Janoscik, a senior vice president at Ipsos. The biometric study found that the body responds to scrubbing and wiping the same way it does to watching race car driving: with a rush of adrenaline and improved mood. But it’s the act of cleaning that that produces this catharsis, according to a recent study completed by Ipsos on behalf of Mr. Of course, the result of a sparkling abode is unquestionably rewarding. But they can get a similar mood boost from a surprising but different workout: cleaning house. Thrill seekers flock to sports for the excitement and the adrenaline rush of competition.
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