Several recent polls have shown that women voters tend to favor President Barack Obama over Republican presidential candidate Mitt Romney.
But a verbal attack on Romney's wife by Democratic consultant Hilary Rosen has now put the White House on the defensive with women.
"What you have is Mitt Romney running around the country saying, "Well, you know my wife tells me that what women really care about are economic issues. And when I listen to my wife, that's what I'm hearing.' Guess what? His wife has actually never worked a day in her life," Rosen said on CNN's "Anderson Cooper."
Ann Romney responded with her first-ever post on Twitter writing, "I made a choice to stay home and raise five boys. Believe me, it was hard work."
The Romneys' son Josh also came to his mom's defense.
"Ann Romney is one of the smartest, hardest working women I know. Could have done anything with her life, chose to raise me," he tweeted.
Rosen fired back with her own Twitter post.
"I am raising children, too. But most young, American women have to both earn a living and raise children, you know that don't u?" she wrote.
Part of the problem for Democrats is that Ann Romney has been strong during the primary campaign and is perceived to have helped her husband virtually clinch the GOP nomination.
"What is the legacy we're going to leave our children and my grandchildren? I am hearing this from women everywhere. They are concerned about the economy," she said on the campaign trail.
White House strategist David Axelrod called Rosen's comments "inappropriate and offensive."
The White House has apologized for her remarks, and one adviser to President Obama said she should retract them.
That may have prompted Rosen to apologize Thursday afternoon. According to White House logs, she's visited there 35 times since the president took office.
Some Democrats are concerned that the latest flap could generate backlash among women voters who generally vote Democratic, especially as a new potential first lady moves toward the center of the public stage.