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Ensueño Naturals Fabric Softener Combines Plant-based Technology with Eco-friendly Aroma and Affordability

AlEn USA Continues To Provide Green Innovations;

Natural Products Expo West Booth #H-400

HOUSTON, TX (DATE)AlEn USA is bringing innovation to the laundry products aisle with a new plant-based fabric softener that is safe for sensitive skin while still providing the long-lasting fragrance and freshness consumers crave. Ensueño Naturals® is one of AlEn USA’s featured products at the Natural Products Expo West show Booth #H400.

“People use fabric softeners for two reasons: for long-lasting scent and softer laundry,” said Tanu Grewal, Vice President of Marketing for AlEn USA. “However, consumers with sensitive skin issues have had to give that up when they use the current “green” fabric softeners on the market because they lack a pleasant aroma. Ensueño Naturals® is a new alternative for people who want a fabric softener with an extraordinary fragrance because it combines plant-based ingredients and natural extracts for fresher and softer laundry.”

Mintel research[i] found that around that 22 percent of households with children are concerned about the safety of scents, and 18 percent worry they will have an allergic reaction to certain fragrances. AlEn’s internal market research also found that 76 percent of consumers prefer products that are safe for their skin. “Our value proposition of dermatologically-tested, safe for sensitive skin, and pleasant aroma in every wash is relevant for consumers today,” said Grewal.

Consumers are becoming more conscious about the products they buy and use and how they impact the environment according to Mintel research[ii]. Ensueño Naturals® offers an affordable and high-performing natural laundry alternative that is priced for everyday use.

A further benefit, the product’s MSRP is below that of fabric softeners in the natural and organic category, while competitively priced against mainstream softeners containing chemicals and dyes. Ensueño Naturals® is available in 45-ounce pourable bottles and currently in select stores in California with an eye towards national distribution during 2020.

Key product benefits of Ensueño Naturals® include:

  • Plant-based formula that is non-toxic
  • Hypoallergenic and dermatologically tested formula – safe for sensitive skin
  • Made with natural essential oils that provide a pleasant and long-lasting aroma
  • USDA Bio-based Certification
  • Not tested on animals
  • Pourable Bottles made with 80% post-consumer recycled materials making the bottles recyclable
  • Available in three scents: Argan + Orange Blossom; Fresh Bamboo and White Jasmine

AlEn USA is committed to sustainable environmental practices for producing its household laundry and cleaning products Ensueño Naturals® and Art of Green® Household Cleaners.  AlEn sustainably grows its own high-quality raw materials, without imports or deforestation, by planting millions of pine and palm trees on company-owned plantations in southern Mexico.

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About AlEn USA

Headquartered in Houston, Texas, AlEn USA is a subsidiary of Industrias AlEn, S.A. de C.V., a leading global cleaning and laundry products company with market leadership in Mexico, Central America and the Caribbean. With more than 6,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for nearly 70 years.

In the U.S., AlEn’s portfolio of products includes bleach, cleaners, powder detergent, liquid laundry detergent and fabric softeners and brands CLORALEN®, PINALEN®, ENSUEÑO® and ART OF GREEN™. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and environmentally friendly business practices.

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[i] Mintel Home Laundry Products U.S. 2016

[ii] Mintel GNPD