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It’s always interesting to see how makers of unnecessary household cleaning chemicals position their products — and this report in The Wall Street Journal about sagging sales of fabric softener is no exception.

Austin Green Cleaning specialistAs the report states, some consumer and environmental advocates contend fabric softeners contain potentially toxic chemicals — while producers insist their products are safe. However, what everyone can agree on is this: Sales of fabric softeners have declined steadily for years. Market analysts attribute the drop to many factors, such as improvement in washing machine design — but chief among them is that more people simply want to limit the chemicals they use at home.

I certainly can relate. While being treated for cancer, I began to think very differently about the household chemicals I was using. With just a little research, I learned it takes only about 26 seconds for the chemicals in dozens of common household products to enter the bloodstream. I also learned more about how the U.S. Food and Drug Administration occasionally bans ingredients found in common household cleansers — as it did in October with some ingredients in antibacterial soaps and washes. (By the way, I sell a fantastic array of Norwex’s personal care products here.).

To regain lost market share, the WSJ reports makers of fabric softeners are re-tooling their sales pitches and aiming them especially at Millennials, who are still forming their household laundry habits, buying their first homes (and washing machines) and having their first children. They’re touting softeners free of dyes and perfumes. Procter & Gamble, which produces the Downy┬« brand, is even going so far as to change its product positioning and is calling its fabric softener “fabric conditioner” instead. As the WSJ reported, the makers are hoping people will think of “conditioner” as an integral part of washing clothes, just as they consider “conditioner” an important part of washing their hair.

Me? I obviously won’t believe the shift in marketing hype — and I hope people genuinely interested in promoting health at home won’t, either. When I discovered Norwex and that I could clean most things just with water, my world changed. I quickly realized I was well on the way to improving my family’s health.

Our laundry was a big part of my new way of thinking. Here are two top-selling Norwex products that make fabric softeners — and the potentially harmful chemicals they contain — completely unnecessary:

Ultra Power Plus Ultra Power Plus Laundry Detergent This highly concentrated, superior stain- fighting powder is 100% biodegradable and free from phosphates and fillers. Designed for both high-efficiency (HE) and conventional washing machines, this formula gets your whites even whiter, your brights even brighter and dissolves grease and grime. Safe on all fabrics, including hand-washables and Norwex Microfiber.

Dryer Balls Dryer Balls Dryer Balls bounce around in your dryer to naturally separate and create space between your laundry, allowing the hot dryer air to circulate better while softening fabrics. They help reduce drying time, static cling and wrinkles, all naturally, without chemicals. Use them instead of fabric softener or dryer sheets and radically reduce chemicals in your home.

Norwex even sells a “Let’s Do Laundry” pack that also includes a stain remover made from our eco-friendly formula free of harsh chemicals, including phosphates, dyes and petroleum solvents.

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