I've been using this for around 6 years mainly to wash reuseable nappies. It has a natural softener in it that helps keep clothes soft and the smell is lovely. Not at all strong. You only need a little of the liquid and it goes a long way (we live in a hard water area as well).
I have tried other 'eco' detergent and they are no match for Ecos. They do now have the cleaning power or keep your clothes as soft, even with a softener.
For reuseable nappies, I think it is unrivalled.
Would thoroughly recommend this product.
Warning - do not use too much as it will froth like mad!