Dreft
Orignally was a light duty non-soap surfactant (want to say SLS) detergent. While it was good for laundering ladies danties, woolens and perhaps dishes it lacked the cleaning power of the best soap based products for laundry, so it had nothing more than that niche.
Somewhere around the 1950's or 1960's (not sure) Dreft was repositioned as a detergent for baby's laundry. The stuff is actually quite powerful especially once enzymes were added, but had the advantage of supposedly rinsing cleanly not leaving residue behind to affect baby's skin.
Oxydol and Chipso were laundry soaps and P&G's best sellers for that purpose until Tide came along. Indeed some at P&G were worried that sales of Tide would kill off Oxydol (and it did after awhile along with every other laundry soap), at the time but once the genie was out of the bottle that was that. Chipso would be discontinued (not sure of the last year), and Oxydol was remade into a detergent using some but not all the technology found in Tide. Later Oxydol became the first American detergent with a built in oxygen bleaching system (Europe long had Persil from both Henkel and Lever Bros. (now Uniliver).
P&G took things further when they developed an activated oxygen bleaching system (using NBOS) that first was tried out in Biz (which came out as an enzyme pre-soak, later an oxygen bleach), then became Tide with Bleach. Later this same system would trickle down to Oxydol, Gain and other "with bleach" detergents offered by P&G.
This fit the the pattern long established by P&G in that Tide being it's top shelf laundry product was the first to get any new technology. Later this would pass onto the other brands such as Oxydol, Gain, etc... However as time went on P&G put more focus on Tide and the other brands began to languish. Hence Oxydol and a few others being sold off to Phoneix Brands.
Getting back to Dreft, one says it is SLS (sodium laureth sulfate) because have several vintage packets in the stash and when using one the dust got up one's nose. Reaction was the same as when using other pure SLS products (lots of sneezing, wheezing, etc...), so that was that. It does smell nice though.