I purchased this in lavender since, at the time, it was cheaper than the other scents (incl. original that's not listed for this specific item). I find the scent very strong and overwhelming for both the detergent in the box and when you move the clothes from the washer to the dryer. After drying with dryer sheets, however, the scent is fine. I think that maybe if you are sensitive to strong scents (even though lavender is a nice smell), you are better off picking the original scent (or maybe Mountain Spring - but I've never tried that). This would especially be the case if you do a lot of laundry? I only do laundry about one day every other week, and since this detergent obviously still cleans, I will continue to use it. My next purchase will probably be of a different scent.I have always like Tide and have never had a problem with it cleaning my clothes. I really like this new Tide Ultra because it's much smaller and more compact than the original powder Tide. This box is tiny! It really works well in a small apartment when you want to be able to buy bulk (since it's not like you'll never do laundry) but have limited space to store things in.I use well water which makes stain removal nearly impossible, and I've tried just about everything. I bought the Tide powder with Lavender scent on August 5th and it works. Dish towels with stains from Thanksgiving 2007 actually look clean. I also use liquid Clorox 2 along with the Tide but I've used it for years with many other products and it never boosted stain removal in combination with any other detergent.But the question I would ask Amazon and Tide to answer is this:Why did this product sell for $11.47 (with .50 coupon) on August 5, 2013 and on August 20, 2013, two weeks later, sell for nearly $20.00?It's a good product. Works for me. But I will live with clean stains rather than pay double just to feed your greed.I guess I will start by saying that I love Tide detergent. I have tried almost every other brand of detergent but nothing performs as well for me. The bargain brands don't perform well or you end up using more product or you have to rehash because clothes did not come out clean. The comparable brands just didn't seem to do as well as Tide. This is a great powder detergent and it leaves a nice light scent too. I guess I am old fashioned in preferring the powder but the little gel packs just did not do it for me. I like the liquids but I have a tendency to spill and it is a mess to clean up hence I lean toward powder. If you don't like a scent then I probably would not go for this one but if you like just a touch of scent this is great and has great cleaning power.but seriously? the price it is today (4/9/14) is $34 for 95oz?? you can purchase this at Kroger or even Wal-mart for a LOT less than that.What is it with Amazon sellers going crazy with prices?! Someone purchases it once, and then wham, price goes up 3 fold. When I originally purchased this, it was the same price as the stores.. now.. what did they recently put in it, gold?I took forever to write this review, but I had to give it a couple of thumbs up. The people in the mail room didn't know what was in the box. They did however mention how good it smelled.I am a lifelong powdered Tide user but had to start using a sensitive skin liquid for my clothes about two years ago. I initially bought this because of the lavender scent plus the great price. Tried it on my clothes and no allergies or itching, and my clothes came back so clean and lovely - and smelling wonderful!Back to all-Tide all the time for me!Grow up on Tide and still use,can't beat cleaning power and wonderful smellI love Tide but I don't see the point of the lavender scent. I don't smell anything. I won't be buying this scent again. I just want a clean fresh scent and this is not it. Definitely a disappointment. I gave three stars because I like Tide. The failure of the lavender scent kept me from giving it 5.