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Herbal and Botanical Fabric Softener Fragrances

Posted: May 30, 2007

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Beyond essential oils and botanicals, fabric softeners and conditioners also are starting to infuse ingredients and fragrances that have traditionally been associated with body lotions and other personal care products. Almond, vanilla and honey are known for their scents and can be found in a number of moisturizers. However, they are now elevating their appearance in the new product sector as well. In Austria, Erdal Rex released Frosch Fabric Softener Almond Milk. The product is based on vegetables, and the almond scent provides light freshness.

Tomil in Poland has introduced Wansou Summer Mild Fabric Softener, a concentrated fabric softener with honey extract. The product claims to reduce static and make clothes smell pleasantly fresh. In the United Kingdom, Procter & Gamble released Fairy Naturals Fabric Softener, blending almond milk and honey fragrances.

Flowers continue to remain widespread within the category, with several innovative fragrances surfacing. Key fragrances and flower ingredients include dandelion, lotus flower, orchid, lily, violet, hibiscus, rose, orange blossom and almond blossom. D Masoutis launched Mr. Grand Maitre Fabric Conditioner in Greece. Fragranced with a wild roses scent, the product comes unscented as well. In the United States, Good Home Co. Laundry Fragrance has debuted. This line is available in Lavender, Dandelion, and Pure Grass varieties.

Innovative scents continue to be born from the fruit fragrance and ingredient category as well. The first quarter of the year brought GNPD introductions in the fabric softener and conditioner category that included several fruit fragrances. These include apple, melon, mandarin, lime, orange and grapefruit. Unilever has launched Cajoline Concentrated Fabric Conditioner in a bold Orange Salsa fragrance. The product also contains perfumed microcapsules, claiming to both stimulate the senses and provide a long-lasting diffusion. Procter & Gamble in the United States has also introduced Ultra Gain Joyful Expressions Fabric Softener in Mandarin Lime Fusion scent, developed to compliment the fragrance-heavy detergent counterpart that is also manufactured under the Joyful Expressions category.

As natural positioning continues to build within the laundry category, botanical and herbal ingredients will continue to thrive and diversify. In addition, more exotic fragrances are predicted to move on the horizon to continue stimulating further interest in the overall category.