Ivory soap’s revamped approach to marketing to mothers is spot on, if new research about the changing focus of mother’s buying patterns is any indication. Among other changes, the brand launched a Facebook page – its first – last month, the New York Times reports. Along with changes in packaging and color, the overall theme, developed by Wieden & Kennedy,  is one of value and simplicity.

One of the spots developed for the brand depicts unusually-shaped soaps including one that looks like waffles with syrup and powered sugar, asking “at what point does soap stop being soap?” according to the Times.

A New Focus On Shopping When Baby Comes

The campaign dovetails with research from  BabyCenter, in association with comScore. Data from “Shopping Rituals of the American Mom” indicates that 95% of mothers find comfort and price to be important criteria when shopping for apparel, followed by versatility and ease of cleaning (both at 86%).

Prior to becoming mothers, design / look (92%), self-expression (82%) and color choice (82%) were important to most women, while price (65%), comfort (59%), and versatility (54%) were of appeal to a smaller subset.

During the transition to motherhood, the most important purchase criteria when shopping for personal care products change from fragrance and the reflection of personality to price, up 40% to the #1 spot, safety, up 33% to the #2 spot, and low maintenance looks, up 57% to #3 on the list.