A process for augmenting or enhancing the aroma of a solid or liquid anionic, cationic, nonionic or zwitterionic detergent comprising the step of adding to a solid or liquid anionic, cationic, nonionic or zwitterionic detergent base an aroma augmenting or enhancing quantity of at least one branched chain olefinic chalcogen derivative having a structure selected from the group consisting of:
- ##STR180## wherein one of dashed lines represents a carbon-carbon double bond and each of the other of the dashed lines represent carbon-carbon single bonds.