Colgate-Palmolive gives clothing that all-day ironed look with Suavitel Perfect Press, a wrinkle-reducing ironing spray. It contains odor neutralizers and fiber relaxers that relax wrinkles. Suavitel is the leading fabric softener in Mexico and Latin America and is popular with the U.S. Hispanic market. Also new is Vel Rosita, a liquid laundry detergent for hand and machine washing that tops the Mexican detergent market. Executive said approximately 25% of all homes are Hispanic and 60% of all Hispanics in the U.S. are Mexican.