In 1947, Tide was introduced to the public following a successful market test as the first synthetic heavy-duty granular detergent. The same year, the perfume for the detergent was added. This date marks the beginning of a journey that has, to a large degree, influenced the perfume industry and shaped the olfactive landscape in North America with the birth of the "smell of clean." During this presentation, Rafael Trujillo will take us through Tide's journey and how the freshness icon was created and maintained.