Process for making perfume containing surfactant compositions having perfume burst and enhanced perfume deposition when diluted

A process for preparing or selecting a composition yielding a maximum fragrance burst of one or more of the fragrance components of at least 20% and for providing enhanced deposition of one or more fragrance components onto surfaces on which said composition comes into contact, relative to an undiluted product, wherein said composition is defined by perfume burst index PBI:

• 4 PBI = φ - 1.4 ⁢ / ⁢ CMC K
• wherein φ=oil/water partition coefficient of a selected perfume or perfume components in a mixture;
• CMC=critical micellization concentration (wt./wt.) of selected surfactant systems or mixture of surfactant systems in diluent or continuous phase;
• K=volatility constant of selected perfume from said continuous phase or diluent (atmospheres);
• wherein said process comprises selecting a perfume or at least one component of said perfume mixture and selecting said surfactant system or said mixture of surfactants such that the above noted variables are calculated to provide a PBI that is greater than about 3.