Tide Pure Essentials, Arm & Hammer's latest offering et al are all riding on the coat tails of the natural product trend. Products by such brand names as Mrs. Meyer's, Caldrea and others have a huge following in the natural/aromatherapy/essential oil for cleaing market.
What is different is most of the later offerings above use plant based and or "natural"/safe for the environment things to make up their products. P&G as well as the other big dogs do not disclose entire formulas, so we do not know what is in those containers. Probabl is nothing more than Tide liquid base along with some baking soda and essential oil fragrance.
There are only so many ways to skin a cat, and P&G has to chase every "trend" to keep sales of their market leader on top. There is growing awareness of consumers in how they react with the environment, but how items in their home/clothes they wear can affect their health. Mrs.Meyer's and Caldrea also have turned housekeeping into a "uplifting" experience with their essential oil based products.
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