In Europe, laundry performance is increasingly judged by three things: efficiency per litre, real odour handling (not masking), and how “finished” laundry looks and feels after drying. Below is a compact, manufacturer-style comparison of the Amarella 3-step programme versus key EU reference brands.
Mainstream liquids often dose around 27–35 ml per 4–5 kg load, which typically lands around ~29–37 washes per litre. Concentrates change the economics: lower dosing = more washes from the same volume.
| Produkt | Typical guidance (4–5 kg) | Efficiency indicator | Positioning (what it solves) |
|---|---|---|---|
| Amarella Expert Washing Gel Concentrate (1L) | 10 ml per 4 kg Low-dose concentrate | 1000 ml = 100 washing cycles (≈100/L) | Odorano® odour neutralising formula + enzyme support + low-temp performance + anti-limescale support |
| Puella Universal Laundry Gel | 10 ml per 4 kg (concentrate guidance) | 1000 ml = 100 washing cycles (≈100/L) | Concentrated gel with “neutral base scent” logic (built to pair with fragrance boosters) |
| Ariel Liquid Detergent (dosing guide) | 35 ml for 4–5 kg | ≈29 washes / 1L (calculated from 35 ml) | Mainstream liquid performance with classic dosing model |
| Persil Wonder Wash Odour Defy (dosing guide) | 27 ml for 4–5 kg (soft/medium water) | ≈37 washes / 1L (calculated from 27 ml) | Short-cycle + odour-focused positioning (still not in “100 washes/L” class) |
EU shelves are full of conditioners, but crease-handling is frequently an additional “spray category”. Amarella Softener aims to bring the fabric finish closer to a crease-releaser routine (with correct spinning and hanging).
| Produkt | Pack / washes | Washes per 1L | Positioning |
|---|---|---|---|
| Amarella Expert Fabric Softener Concentrate (1L) | Up to 67 washes | Up to 67/L | Anti-allergenic formula + “no ironing needed” support (with correct spin & hanging) + subtle scent base for layering |
| Lenor Outdoorable (Tesco listing) | 742 ml / 53 washes | ≈71/L | Ultra-concentrated conditioner benchmark (outdoor-freshness narrative) |
| Tesori d’Oriente Ammorbidente Aromatico (dm) | 760 ml / 38 washes | ≈50/L | Concentrated aromatic softener; dye-free; chromium/nickel/cobalt tested (range info) |
| Comfort Pure (official) | 750 ml / 21 wash format | ≈28/L | Sensitive-skin positioning; dermatologically tested; “less wrinkled + easier to iron” narrative |
Category proof point (separate step): crease-handling is often sold as a dedicated spray (e.g., “crease releaser / iron-in-a-bottle” products). Amarella’s story is: build crease-handling support into the softener step, so the routine stays simple.
In Europe, scent boosters typically split into (1) koraliki for maximum intensity and (2) liquids/oils for precise dosing and consistent results. Amarella is designed as a layering system: clean base → soft finish → controlled fragrance.
| Produkt | Format / dose | Efficiency indicator | Positioning |
|---|---|---|---|
| Amarella Laundry Perfume PLUS (500 ml) | Liquid booster; ~10 ml per 4 kg load | Up to ~50 washes / 500 ml (≈100/L) | Long-lasting fragrance + fabric-care benefits (softening, anti-static, easier ironing narrative) |
| Amarella In-Wash Perfume Oil (300 ml) | Oil; 6 ml dose via softener drawer | ≈50 washes / 300 ml (≈167/L) | High concentration per ml for a refined finish; built for “small dose, big effect” routines |
| Puella Laundry Perfume | Perfume concentrate; 5 ml per 4 kg (typical guidance) | 250 ml = 50 loads (≈200/L) | Perfume-first approach; marketed as an alternative to classic softeners (fragrance layering logic) |
| Tesori d’Oriente Profumo Aromatico per Biancheria (dm) | Laundry fragrance; suitable for machine + hand wash | 250 ml = 35 washes (≈140/L) | Intense, long-lasting fragrance; positioned for all fabrics incl. technical & microfibre |
| Lenor Unstoppables (Tesco) | Beads; standard dose = 12.2 g | 735 g pack ≈ 60 standard doses | Reference point for maximum intensity (dose is adjustable; less “ml-precise” than liquids) |
In the EU market, most brands build their offer as strong individual categories rather than one clearly defined “programme” that is designed to work together from start to finish.
What makes the Amarella approach different is the programme is intentional and complete:
If your customer asks, “What’s the simplest routine that works every time?” — a complete, clearly positioned programme gives you a direct answer, instead of a shelf of disconnected options.
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The following reference pages were used for the comparison (official brand pages, categories and EU retail benchmark listings).

