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All Launches Sulfate-Free Detergent

March 15, 2017

On store shelves April 20.

All is introducing new sulfate-free detergent. New all fresh clean Essentials is formulated without sulfates and contains essential and effective ingredients including the brand’s Active Stainlifters to deliver a powerful clean without harshness, according to Henkel, which owns the brand.

“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 of 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.”

Henkel 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. The SKU will be on shelf at major retailers in April including Walmart and Target, as well as at major grocery stores nationwide and online at

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