I love the smell of them. They made my clothes smell great and even my whole laundry room smelled good.

These are new "scent pacs" that you put in with your clothes while you wash to make them smell even more fresh and clean. It isn't a detergent or softener - it's basically a perfume for your laundry.
I got a chance to try it for free and they work really well - one pac will scent a HUGE load of laundry perfectly. I tried one Scent Booster pac on my huge comforter, and it made the blanket smell fresh for days longer than it usually would after washing.
The sample I got is the Blue Iris Bliss. It's really nice, and I loved using it when I washed my bedding and other household type stuff. I probably wouldn't use this too often when washing my family's clothing because it is kind of "perfumey", but it's perfect for towels, sheets, blankets, etc.
I would definitely buy this for myself and recommend it to others!