Process for making perfume containing surfactant compositions having perfume burst 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%, 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 mixture of surfactant systems such that the above noted variables are calculated to provide a PBI that is greater than about 3.