Natural 2X Concentrated Laundry Detergent

Seventh Generation from Burlington, Vermont has been working for 20 years to become the world's leading brand of safe and environmentally-responsible household products. According to www.seventhgeneration.com, "The company derives its name from the Great Law of the Iroquois that states, 'In our every deliberation, we must consider the impact of our decisions on the next seven generations.'" Their website truly is a treasure trove of environmentalism information, which adds to the trustworthiness of this top-caliber brand. Their Natural 2X Concentrated Laundry Detergent is frequently mentioned as one of the top eco-friendly products currently on the market.

The new Natural 2X Concentrated Laundry Detergent is said to be an improved version of their regular Natural detergent, using even less resources to make and lasting much longer. In June of 2009, New York Magazine squared off "goliath" Tide Laundry Detergent against "green" Seventh Generation Blue Eucalyptus & Lavender Natural Laundry Detergent. Critics paid $6.69 for a 16-load bottle of Tide, versus $6.99 for a 20-load bottle of Seventh Generation. They awarded Tide good marks for lasting scent, stain removal and towel fluffiness. They mentioned that Seventh Generation eliminated coffee, food stains and makeup "fairly well," produced "adequate" towels and a "weak" lavender scent. Overall, they concluded that Seventh Generation gave consumers "more bang for the buck," even though Tide had "superior cleaning power and scent."

In the world of consumer products, you can't please everyone and Seventh Generation's Natural 2X Concentrated Laundry Detergent is no exception. There are 11 unfavorable reviews of the product on Amazon (out of 41 total), with some consumers shocked to see sodium laurel sulfate in the ingredients list, which is a known toxin. One woman with eczema said her dermatologist told her to never use any product containing this ingredient. Another reviewer prefers Arm & Hammer and Citra Suds for stain removal and scent. A few people report getting a "tie-dyed" look with colored loads washed with the detergent. One reviewer comments, "It is easy to tell that sweaty clothes still smell... our dish towels look like they have never been washed... and dirt stays on the cuffs of trousers."

According to www.washing-machine-wizard.com, the ingredients in Seventh Generation Natural 2X Concentrated Laundry Detergent include water, a corn and coconut based surfactant, glycerin, non-animal-derived enzymes, natural water softener, borax (an alkalinity builder), sodium gluconate (an agent to wash away stains), salt (for viscosity control), natural fragrance (citrus oil) and preservatives (less than 0.05%). Some people are skeptical and dismayed that the Seventh Generation ingredient lists are not easily accessible at www.seventhgeneration.com and charge that the company is little more than a marketing wizard. At the end of the day, it's the individual consumer who will decide if this product best meets his or her needs.

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