Process for enhancing the fragrance qualities of ethylene glycol monoaryl ethers

A process for enhancing the fragrance qualities of ethylene glycol monoaryl ethers obtained by the reaction of phenol with ethylene oxide in an alkaline reaction medium and having the formula ##STR2## wherein R is hydrogen, a C.sub.1-8 alkyl group or C.sub.1-8 alkoxyl group which comprises intimately contacting the ethylene glycol monoaryl ether with 0.01 to 1 weight percent alkali metal borohydride at a temperature up to about 100.degree. C., sparging by subsurfacely introducing and dispersing up to 10 weight percent water into the ethylene glycol monoaryl ether at a temperature of 75.degree. C. to 120.degree. C. and pressure less than 100 mm Hg, and drying the ethylene glycol monoaryl ether to a moisture content less than 1 percent.