Ensueño Laundry is Bringing The Abuela Attitude Right To Your Laundry Room with the "Abuela Tag Reader" Campaign

The Mobile Activation Will Offer Abuela-Approved Laundry Advice To Help Decipher Any Laundry Tag

HOUSTON, June 11, 2025 /PRNewswire/ -- Ensueño Laundry, the premier complete portfolio laundry care brand and a favorite among Hispanic-American households, has created a new digital experience, "Abuela Tag Reader" to help translate laundry care tags into simple directions to get the best clean possible.

Oftentimes, the symbols on a laundry care tag can seem like hieroglyphics. It can feel like you're trying to crack a secret code, and if you're wrong you could end up with your favorite shirt coming out of the dryer looking like it's made for a baby doll. With the Abuela Tag Reader, real-life abuelas will guide users through what each symbol means, washing best practices, drying techniques, and more. That means some tough love, a little bit of sass, and a lot of lessons learned all on-demand when you need it.

"In Latino culture, there's an Abuela way to do your laundry and a wrong way to do your laundry," said Cristina Mustieles, Senior Brand Manager, at Ensueño. "These matriarchs have decades of experience, so what better way to share 'expert advice' than by having it come from the true, original source? There's a sense of love there; they want you to succeed. But, there's also some spice; they will call you out if you do it wrong or don't listen. This is such a fun campaign because it really strikes that balance between being a helpful resource and the nostalgia of your own grandmother scoffing as if she were the one teaching you."

Laundry can often feel like a burdensome chore, but the Abuela Tag Reader aims to add a fun and engaging twist to learning about laundry. The digital mobile-first experience makes it easy to utilize in day-to-day life whether you're a laundry veteran who is stumped on how to approach a delicate fabric or doing your first load on your own and encounter a symbol you've never seen before. The abuelas' breakdown instructions are simple – and even a little cheeky.

Customers can visit AbuelaTagReader.com on their mobile device to scan any laundry care tag. The webpage will act as a hub of information, containing videos from abuelas that break down how to tackle even the most confusing of laundry care tags. In addition, customers will be able to redeem a coupon for $2 off select Ensueño products at H-E-B while supplies last.

The abuela is an icon in Hispanic culture – she is the heart and soul of the family. She's a source of wisdom, love and comfort but with a presence deserving of respect. The Abuela Tag Reader experience aims to bottle that familiar feeling, sharing a small piece of Ensueño's heritage with people from all cultures. Beautifully blunt and always there when you need it, the Abuela Tag Reader makes deciphering laundry easy, silly, and entertaining.

For more information on the campaign and to try out the Abuela Tag Reader yourself, please visit AbuelaTagReader.com.

About AlEn USA

Headquartered in Houston, Texas, AlEn USA is a subsidiary of Grupo AlEn, a cleaning and laundry products company with a presence in Mexico, Central America, and the Caribbean. With more than 5,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for 75 years.

In the U.S., AlEn's portfolio of products includes bleach, cleaners, and laundry products, under the brands CLORALEN^®, PINALEN^®, and ENSUEÑO^®. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and sustainable business practices. For more information, visit www.alenusa.com.

SOURCE AlEn USA