I really feel that this is false advertising. The fragrance used in it is NOT naturally derived. At the same time, the aroma is not as overpowering as, say, the Glade plugin. I've found that as long as I place the air freshener somewhere high up, away from the places I usually visit, I'm happy with the scent. But if you are sensitive to synthetic fragrances, know they contain them and stay away. They remove odors pretty well overall - I've used them next to trays and they definitely help and last a while. I started using white vinegar mixed with some naturally scented fabric softener to freshen up the air and linens. and had pretty good results with it. And I started using charcoal bags and cedar bags next to the tray. I think in the long run I prefer all things natural and skip those air fresheners.
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