Before, a more concentrated and denser softener was assumed to be higher quality. Today that myth has been busted thanks to the evolution of these products, which are manufactured with lower viscosity than before and have a much greater effect on the wide array of fabrics they can be used on.

Although the softener market is smaller than the detergent market, it has still grown and evolved in both Chile and Latin America, where it is associated with the traditional light blue color and a base of balsamic notes, which lend that olfactory characteristic of warmth so broadly accepted by consumers.

The key is the ALL-IN Capscent technology, a dual-microencapsulation technology for use in fabric care products that provides a fragrance experience combining two microencapsulation technologies in one single product. These are released under certain conditions to infuse fabrics—even if already dry—for several days. According to Yubran Hazbun, Key Account Manager for the Fragrance Division in Chile, “Thanks to this technology, the capsules are trapped in the fabric’s fibers, which makes them last longer. In addition, this CRAMER development is capable of intensely scenting the finished product (i.e., the fabric softener itself). For instance, you can add this product while washing a towel and then store it for a few days or weeks. When you use it again, once it touches your face or body, you realize that the fragrance is still there. It has been preserved, keeping its properties and aroma intact, until the capsules are broken through friction.”

“Another way softeners have evolved, while continuing to give consumers the comfort, softness, warmth and clean sensation they are accustomed to thanks to their base balsamic olfactory profile, is the greater aroma intensity we can use in the product. We have added new notes inspired by flowers, fruits and wooden touches, depending on the product’s destination market,” explains our expert.

To further differentiate products, CRAMER develops premium products. In these, the representative fragrances from the traditional light blue product coexist with other more novel scents that make a high-impact finished product. They also perfume the fabric with a slightly different scent, since the ALL-IN Capscent technology lets us put complementary aromas in the finished product and in a dry garment, without the need to use an additional fragrance.

In keeping with global market trends, we are also incorporating fine perfume olfactory profiles into this type of product. All this is done to give the Latin American consumer a unique and pleasurable experience with their preferred intensity and olfactory notes.

With this new ALL-IN Capscent technology, using a variety of capsules in one single product makes it possible to differentiate aromas in the finished product and on the surface of the fabrics, releasing the fragrance in a controlled fashion as friction acts on the dry garment.

To guarantee the reliability and safety of softeners, at CRAMER we follow strict quality control measures established by the International Fragrance Association (IFRA). We are a member of this organization and continuously update our methods based on its recommendations.