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Mar 15, 2017  Wilton, Conn.

Introducing the first Sulfate Free detergent from all®

all® Transforms Laundry Cleaning with New Sulfate-Free Detergent

Tapping into the growing sulfate free beauty and personal care trend, all®, America’s trusted family detergent is introducing new sulfate free all® fresh clean ESSENTIALS®. This new detergent is formulated without sulfates and contains essential and effective ingredients including Active Stainlifters™ to deliver a powerful clean without harshness. Like every product in the all® product line, it promises to take on the toughest kid stains, keeping clothes smelling fresh and looking clean.

New all® fresh clean ESSENTIALS® was inspired by a growing group of consumers who are looking for products with less chemicals and are motivated to lead healthier lives. Featuring essential ingredients needed to break down stains, new sulfate free all® fresh clean ESSENTIALS® is a product parents can feel good about bringing into their laundry room.

“Throughout the home, we’ve seen a growing number of parents looking for sulfate free products because of their desire to lead a “less is more” lifestyle, said Bridgette Miller, VP ‘all Marketing. “With new sulfate free all® fresh clean ESSENTIALS®, we can still offer a powerful clean, but without sulfates and are excited to be the first leading detergent to bring this benefit to laundry care.” 

all® will be launching a fully integrated 360 marketing campaign including TV and print advertising, custom co-branded social and digital content across Facebook, Twitter and Instagram social channels starting April 20.

all® fresh clean ESSENTIALS® will be on shelf at major retailers in April including Walmart and Target, as well as at major grocery stores nationwide and online at Amazon.com. The new line comes in both fresh scent and fragrance free varieties. 


For more information, visit www.all-laundry.com/ESSENTIALS , and follow all® on Facebook, Twitter and Instagram.