I have been using Purex for a long time. I have always loved the smell, and obviously it must work pretty good after all these years! It comes in a bunch of sizes, so prices vary from $4.99-$14.99. I usually to to buy it when it's on sale $2.99, and stock up. I like that it's concentrated but I still feel like I use too much, because that it what I am used to measuring out. I use cold water. I would recommend to use in addition to borax and stain spot treating. Only complaint is that the pour spout could be tweaked to prevent excess product from sliming up the lid.

Works well, especially since most of the wash we do is in cold water. Gets clothes clean, keeps colours bright and smells good.