AlEn USA expands Ensueño range with new liquid laundry detergent
The products add a new format to a portfolio that already spans powder detergent, fabric softener, dryer sheets, and scent beads.
USA – AlEn USA, an American household cleaning products company, has expanded its Ensueño franchise by launching a liquid laundry detergent.
The liquid detergent is formulated with enzymes for effective stain removal and is designed to help protect colours, performing well in cold water and shorter wash cycles, according to the company, the North American arm of Grupo AlEn.
Its Radiant Fresh scent is also described as targeting odour removal and delivering freshness that can last for up to six weeks post‑wash.
Tanu Grewal, vice president of marketing and innovation at AlEn USA, stated, “From the beginning, our ambition with Ensueño has been to offer a complete suite of laundry solutions so consumers can personalize their routines while enjoying a unified fragrance signature.”
Beyond cleaning performance, AlEn USA placed strong emphasis on the olfactive design of the new liquid line, collaborating with professional fragrance houses from the earliest stages of development.
The teams explored the broader laundry category, consumer expectations, prevailing scent trends and cultural influences to guide the brief.
Grewal pointed out that there is no strict scientific definition of a “clean” scent. Instead, it reflects a cultural and psychological construct shaped by specific scent molecules or combinations that consumers mentally connect with cleanliness.
Working alongside its fragrance partners, AlEn USA identified four main olfactive families that, in broad terms, signal freshness and cleanliness: aldehydic, fruity, citrus and floral.
Every fragrance created for Ensueño Liquid Detergent was built around these pillars, each blend calibrated with its own balance and subtleties to give the product line a distinct identity.
According to the company, the Radiant Fresh fragrance is crafted to convey the clarity and softness of white and translucent flowers, layered with crisp green facets and a recognizable aldehydic “clean” top note.
This is anchored by a warm, creamy base of coconut and woods designed to provide depth, dimension and a sense of care in the dry‑down.
AlEn USA offers a wide range of household and laundry care products under well-known brands such as Cloralen®, Pinalen®, Art of Green®, Flash®, Pine-o-Pine®, and Xtra-Pine®.
Their portfolio includes multipurpose cleaners, bleach solutions, laundry detergents, fabric softeners, dryer sheets, and eco-friendly cleaning products.
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