Motherhood on Easy Street (At Least in Commercials, Anyway)
Columnist - Sandra Fong YoungOoh la la The Suave commercial features a woman’s Botticelli-esque coif swaying in the breeze, her head rocking to the beat, while the rest of her body transitions from scene after scene of motherhood – crying babies, laundry, feeding time. And all she needs to do is blow a wisp of hair out of her eyes to maintain her flawless look. Perfection. It’s a common marketing theme for those trying to appeal to “The Mom Market”: Convenience. How will this product/service/organization, etc. make the hectic lives of moms easier? “The new and improved XYZ Turbo Edition will help you have a worry-free life. With the XYZ Turbo Edition YOU can do everything and look fabulous while doing it!” Riiiiight … From the commercials for Suave and Kelly Ripa’s magic meals and laundry tricks as the Electrolux spokeswoman to Albertsons’ “Dinner for 4. Under $15.” program and the never-ending apps available for the iPhone, mothers are constantly inundated with marketing claims promising them Mary Poppins-like powers of efficiency and perfection. So how do you figure out what will actually work for you? Here are three important questions to ask yourself before you swipe that credit card: How much time will it actually save me? Will it take more time and more work for me to buy and compile/assemble all the elements necessary for this product than it would to just complete the task as I normally do? How often will I use it? Before you rush to the store, consider what the benefits of your purchase will be. (Because no matter what the infomercial says, the product will be available for more than the next 10 minutes.) Does it actually work? Everything looks dazzling and sparkly on TV, but what about in “real life”? Check out resources such as Consumer Reports magazine or ConsumerReports.org, which provide independent expert evaluations without commercial advertisements or contributions. In addition, consider consulting user-generated review Web sites such as Epinions.com. And don’t forget the most trusted resource: your personal network. Talk to your neighbors/friends/family members who have personally used the product – would they recommend it for you? Is it good for you? Here’s a common purchasing question: What should I buy for my kids’ lunch? Lunchables might be the quickest solution, but there’s a reason that my mom NEVER let me have them as a child. (Thanks, Mama.) According to Consumer Reporter Frances Whittelsey of Newsday and The New York Times, the tiny “Cracker Snackers, Bologna & American” Lunchable, for example, contains over 410 calories, high fructose corn syrup in four out of the five items included and 20 grams of fat – nine of them saturated. The lesson: Read the nutrition facts, warning labels and recommended procedures. And ask yourself: In addition to making my life easier, does this item help my family and me maintain a healthy, balanced and happy lifestyle? As more and more items with convenience claims become available every day, research is key. So spend a little extra time evaluating your next purchase in order to find the ideal mix of modern and time-proven products and methods for yourself and your family. E-mail:
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